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From an environmental psychology perspective, we aim to uncover the role that app discoverability facilitators play in enabling the various perceived values (e.g. social, information and hedonic) necessary for app adoption.

A survey study was conducted and data was analyzed using partial least squares structural equation modeling (PLS-SEM).

Results show that certain consumer review elements (i.e. review quality, review quantity and app ranking), peer influence and app developers' reputation — to varying degrees — influence the three perceived values, which subsequently affect users' app adoption intention. The three perceived values mediate the relationship between app discoverability facilitators and users' app adoption intention.

App store managers and developers should make a greater effort to effectively optimize discoverability and product differentiation.

Guided by environmental psychology, we confirm the importance of app discoverability facilitators regarding their influence on users' general perceptions of an app (e.g. the three perceived values). We also uncover the differentiated effect of the three perceived values on app adoption intention.

This study aims to summarize the important contextual influences East Asian philosophy may have on marketing strategy and consumerism.

A qualitative approach is used to deconstruct (1) the literature on marketing as a contextual discipline, (2) East Asian philosophical underpinnings and their personal and institutional manifestations in East Asian marketing contexts, and (3) the implications for non-East Asian marketers. This essay includes a brief introduction to the manuscripts in this special issue.

Ancient philosophical wisdom shared by East Asian societies can shed light on how marketing activities and consumer behavior intertwine within East Asia and beyond. Three ancient philosophies (i.e. Confucianism, Taoism, Buddhism) heavily influence East Asian societies through personal and institutional-level cultural manifestations in marketing contexts.

Although the three discussed East Asian philosophical schools are not exhaustive, they lay a foundation for future discussions about how alternative marketing-related theories and frameworks may complement ones grounded in western historical and cultural contexts.

This essay initiates an overdue academic discussion about relying on non-western historical and cultural contexts to globalize the marketing discipline further.

This study aims to examine the antecedents of knowledge-seeking intentions (SIs) and efforts within new product development (NPD) teams.

Data was collected from 331 employees affiliated with 29 NPD teams across 18 Chinese firms in five high-tech and knowledge-based industries via an online assessment and a survey. Hierarchical linear modelling was used to test the hypotheses using HLM and Mplus software.

The results of this study show that intrinsic task motivation (IM) and personal task experience (TE) positively relate to SIs, whereas leadership support (LS) and shared culture (SC) negatively relate to knowledge-seeking efforts (SEs). SIs partially mediate the relationship between IM and SEs, while they fully mediate the relationship between TE and SEs. Additionally, customer orientation (CO) positively moderates the relationship between SIs and SEs.

Data collection was completed online by relying on an existing version of the Abedi Creativity Test. The samples involve 18 companies in a High-Tech Development Zone in China, which indicates limited generalizability.

Effective NPD depends on successful marketing–R&D integration and knowledge exchange within the NPD team. Besides, organizations need to find ways to stimulate NPD team members’ IM and also through various ways to inspire more efforts from team members under the condition of supportive leadership and culture.

This study contributes to the knowledge management and marketing literature on NPD teamwork by examining knowledge-seeking phenomena from the perspective of the internal knowledge market and contributes to knowledge-seeking research by revealing the antecedents of SIs and SEs at both the individual and organizational level.

The research aims to explore the interaction effect of consumer social class and service type on consumers' preference for robot services, as well as the mediating role of risk aversion in this interaction effect.

Experiment 1 is a field experiment with service type being the independent variable. The participants were divided into two groups based on the services they received (diagnostic dental services vs. hotel room services). 93 consumers participated voluntarily in the blind experiment and were asked if they would choose to allow a robot to perform the focal services. Experiment 2 employs a 2 × 2 factorial design: personal fitness trainer services at the gym vs wait staff services in a casual dining restaurant × higher- vs lower-social class, with 196 participants.

Results from the two experiments show that participants in the higher-social classes were more willing than participants in the lower-social classes to choose robot services in credence-based service settings. More significantly, risk aversion mediated the interaction effect of social class and service type on participants' preference for robot services.

Based on the credence-experience typology, this research is the first to discuss the weight of social class in consumer decision-making regarding preference for different types of robot services. Furthermore, by extending risk aversion to the robot services field, the current research sheds new light on this underlying mechanism that can inform future studies.

This study aims to empirically investigate how the interaction effect of occasion-setting cues and consumers’ cognitive styles (e.g. field dependence levels) influences their food intake intention.

In this research, several scenario simulation studies were conducted to verify the hypotheses. A total of 646 participants were recruited for the experiments, and samples were obtained through well-established online research platforms.

In the occasion-setting cue advertisement condition, field-dependent (vs field-independent) consumers displayed increased cravings for food and purchase intention, with mental simulation playing a mediating role and cognitive load playing a moderating role.

The influence of others (e.g. servers and other consumers) was not taken into consideration in this study. Future research can extend this study by conducting field experiments.

The research conclusions can help various organisations reduce consumers’ food overconsumption intention and encourage healthier food choices by adjusting occasion-setting cues in marketing stimuli and identifying the target consumers’ cognitive styles.

Based on embodied cognition theory, this study reveals the influence and internal mechanism of the interaction effect between occasion-setting cues and individual cognitive style on eating desire.

Smiles displayed at varying intensities by service providers may result in different social judgments by customers, affecting decision-making. This study investigates the joint effect of customers' sense of power (low vs. high) and service providers' smile intensity (slight vs. broad) on their warmth and competence perceptions in service encounters.

The authors conducted four experiments based on the Stereotype Content Model (SCM) of social judgments and the agentic-communal model of power, and assessed the impact of perceived power and smile intensity in different service encounter contexts.

The interaction effect of customers' sense of power (low vs. high) and service providers' smile intensity (slight vs. broad) influences customers' social judgments (warmth perceptions vs. competence perceptions). A service provider who displays a broad smile is more likely to be perceived as warmer by customers with a low sense of power, but less competent by those with a high sense of power. Furthermore, mediation analysis revealed that the combined effect of customers' sense of power and service providers' smile intensity on customers' subjective well-being and purchase intentions might be attributed to their social judgments.

This study reveals the intrinsic mechanism behind the interaction effect between smile intensity and sense of power affecting customers' purchase intentions and subjective well-being, namely, warmth/competence perceptions.

The purpose of this study is to empirically examine the effects of the numerical cues (NC) used in online review comments on perceived review helpfulness and the underlying psychological mechanisms.

An experimental design approach was employed to investigate the proposed research questions. Two experiments were conducted to test the hypotheses. Mplus 7 and Stata 14.0 were used for data analysis.

Empirical findings support the positive correlation between the presence of NC in online review comments and perceived review helpfulness across different product categories. This relationship is mediated by two psychological responses of consumers: cognitive elaboration and credibility perception.

This research adds to the existing literature by focusing on the value of NC in online review comments and how they can enhance perceived review helpfulness. Some practical implications are also addressed. For example, marketers can encourage consumers to post reviews that contain quantitative information to facilitate their target markets' comprehension of a product or brand.

Building on the previous literature, the work adds incremental knowledge on the role NC in online review comments play in affecting consumers' perceptions. In addition, the research uncovers the underlying psychological responses that mediate the relationship between NC in review comments and perceived review helpfulness.

The objective of this chapter is to interpret a supply chain as an ontological entity with being-in-the-world of spacetimemattering. A case study approach is adopted to reveal the strategies undertaken by one of China’s fastest growing Internet companies – Xiaomi Inc. – to create competitive advantage through its management of product design and supply chain integration. Utilizing publicly available data, we analyze the company with quantum storytelling and network analysis techniques. Our analysis concludes that Xiaomi’s success originates from two aspects. First, Xiaomi is a good storyteller, who makes stories appealing to customers by involving them into product design and branding. Second, Xiaomi’s parsimonious supply chain substantially improves its market responsiveness and reduces disruption risks; more importantly, it helps to offer products of great value to customers.