이 논문은 스마트 폰, 컴퓨터, 혹은 태블릿PC와 같은 전자기기를 통해서 정보를 구글링(구글로 검색하기)하는 명확하게 현대적인 실천을 검토한다. 구글과 다른 검색엔진뿐만 아니라 온라인 데이터베이스, 사전, 컴퓨터 응용 프로그램과 같은 디지털 인터페이스를 통해 성전(sacred texts)에 접근하는 것이 가능해진 것은 10~15년 전에는 상상조자 할 수 없던 일이다. 이러한 디 지털 도구의 개발은 간접적으로 성전에 다가갈 수 있는 다수의 새로운 경로 를 만들어낸다. 이 논문은 전통적으로 일본의 쇼토쿠 태자 (574~622)가 저술한 것으로 보 는“삼경의소”(三 義疏, 세경전에대한논평)에대해검토한다.“ 삼경의소” 는 한문으로 쓰인 세 권의 불교 주석서를 통칭하는 제목이다. 이 논문은 이들 세 문헌에 대해 구글 검색에서 수집된 정보를 전통적 형식의 불교 주해와 비교하는 방법을 숙고한다. 이들 문헌에 대한 디지털과“비주석적”형식에 초 점을 맞춤으로써 나는 우리가 문헌에 관심을 기울이는 상이한 방법들이 어떻 게 문헌의 의미와 가치를 재생산하는가를 묻는 것뿐만 아니라 그들이 어떻게 연관되고, 서로에게 영향을 주는지를 질문하는 것처럼“삼경의소”에 대한 보 다 포괄적인 이해를 발전시킬 수 있기를 기대한다.

There is a general consensus in the literature that impulse buying is normatively wrong, but accounts for a substantial volume of the goods sold every year across the broad range of product categories, including fashion products. Research revealed that young consumers particularly contributed greatly to the increase of impulse buying. While lack of self-control has been found strongly associated with the unplanned nature of impulse buying, with an environment of abundance and consumerism, self-indulgence, rather than lack of self-control, may become a more important driver for impulse buying for modern consumers (Sharma, Sivakumaran, & Marshall, 2011). Therefore, the purpose of this study is to investigate how self-indulgence influences young consumers’ impulse buying and the post purchase consumer regret. This study also aims to test the role of fashion consciousness in the relationship between young consumers’ self-indulgence and impulse buying for fashion products. Self-indulgence is considered a hedonistic tendency, which includes enjoying spending money on oneself, buying things for one’s own pleasure, and trying to enjoy life (Sharma, Sivakumaran, & Marshall, 2011). It was recognized as one of the two opposing cognitive forces leading to impulse behavior (Miao, 2011). While the impulse to purchase is comprised of anticipated pleasures and immediate gratification (Rook, 1987), ironically, consumer regret is one of the major emotional consequences associated with impulse buying. There are two types of consumer regret: cognitive dissonance, resulted from an immediate post-purchase comparison of what was purchased versus the other available alternatives, and consumer guilt, related specifically to the consumption decision situations. Literature suggested that individuals show interest in fashion products with the belief that fashion products will contribute to their appearance, image, and/or bring enjoyment to their life (Workman & Kidd, 2000). In that same token, an individual with high self-indulgence tendency is more likely to show interest in fashion in hopes of identifying fashion items for indulgence purpose. Moreover, this indulgence motivated fashion consciousness will more likely lead to high impulse buying for fashion products. Based on the literature, hypotheses were developed for this study as represented in the following figure. Data was collected using a survey of college students majored in textile/fashion management at a large southeast university in the USA. A total of 190 surveys were distributed and returned. The majority of the subjects were females (73.7%), white (74.7%), and held part-time work (56.7%). Existing scales were adopted to measure self-indulgence (Sharma, Sivakumaran, & Marshall, 2011) and fashion consciousness (Bruner & Hensel, 1998). Impulse buying behavior and post-purchase regret were measured by asking subjects to retroactively recall their shopping trips for fashion products during the past three months. A group of items developed by the researchers were used to measure both the impulse buying behavior and consumer regret. A Confirmatory Factor Analysis (CFA) was first employed to assess the psychometric properties of the constructs. Overall, the fit indices of the measurement model were acceptable (NFI=0.86, IFI=0.935, RMSEA=0.066, CMIN/DF=1.7). A Structural Equation Modeling (SEM) was conducted to test the relationship proposed in the hypotheses. To test the mediating effect of fashion consciousness on the relationship between self-indulgence and impulse buying behaviors, a bootstrapping bias-corrected confidence interval procedure was conducted. Overall, the fit indices of the SEM model were acceptable (CMN/df=1.338, NFI=0.90, IFI=0.97, RMSEA=0.044). The SEM results suggested that self-indulgence had a significant influence on impulse buying for fashion products directly and indirectly via fashion consciousness. The impulse purchase behavior had a positive influence on the consumers’ feeling of guilt for the impulse purchase behavior, while no significant influence was found on cognitive dissonance. This research makes several contributions to the literature of impulse buying. First, the study suggests that consumers’ self-indulgence exerts significant direct and indirect influences on consumers’ impulse buying for fashion products. This result may provide an explanation to the phenomenon of increasing impulse buying behavior in the marketplace, even though it is widely considered as a “misbehavior”. Secondly, this study suggests a significant mediating role of fashion consciousness in the relationship between self-indulgence on consumers’ impulse buying for fashion products. The abundance of fashion products in the market and the appreciation of the social and affective function of fashion products contribute to the chain effect from self-indulgence to fashion consciousness and finally to impulse purchase for fashion products. Third, this study confirms the negative guilt feeling resulted from the impulse buying behavior.

Customer experience has become an important concept in explaining consumer behaviour with hedonic products in the online game industry. However, few studies have examined the differences in game experience internationally between players from different nationalities. Game producers who market their wares to a global audience need to take into account that individuals from different national backgrounds have different experiences according to nationally specific cultural and societal norms and restrictions. These experiences determine how players perceive, interact and enjoy products. The current study attempts to examine differences in game experiences between India and the US. Around 600 respondents were collected from Amazon Mechanical Turk (Mturk), an online data panel. Analysis of results using a series of multivariate analysis of covariate, showed that players from India and the US are different in most aspects of game experience except for their analytical experience. Theoretical and practical implications of the study are discussed and recommendations are made with consideration to the ramifications of the investigation.

Advertising both reflects and creates social norms and cultural practices, such as concepts of beauty and gender roles. Research suggests that masculinity, like femininity, is constructed, codified and contested in advertising imagery (Schroeder & Zwick, 2004). By drawing on cultural categories to depict gendered consumer selves, advertising messages often limit and structure possibilities of masculine and feminine consumption. As marketers promote the blurring of traditional gender lines around product categories to open their products to a wider market, men increasingly consume products that are traditionally reserved for female consumption (Thompson & Hirschman, 1995). Despite the growing global men’s grooming market, research suggests that men view the consumption of cosmetics as not acceptable ‘masculine’ consumption behavior (Hall, Gough, & Seymour-Smith, 2013). According to Kolbe and Albanese (1996), masculinity is represented in advertising by images of strong and muscular ‘male icons’. In order to protect their masculine identities men reject advertising images that do not reflect these masculine traits (Elliot & Elliot, 2005). However, with advertising literature focusing on a notion of masculinity that is prevalent in Western individualistic cultures, cross-cultural research in this area is extremely limited. Given the cultural relativity of masculinity and attractiveness, images of masculinity and forms of accepted ‘masculine’ consumption behavior are likely to vary across cultures (e.g., Englis, Solomon, & Ashmore, 1994). For instance, the use of cosmetics may be regarded as acceptable ‘masculine’ behavior in South Korea, where young men spend more per-capita on cosmetics than their counterparts anywhere else in the world (Euromonitor, 2015). The aim of this research is to explore representations of masculinity in South Korean cosmetics advertising. We carry out a content analysis of print ads examining i) What types of male images do advertisers use in South Korean cosmetics advertisements?; and ii) What kind of masculinity do male images in South Korean cosmetics ads represent?

This paper aims to narrow the gap in research on the impact of universities’ digitalization on reputational assessments by students. A measurement for perception of universities digital advancement (PDA) is developed and integrated in a model to explain university reputation and students’ WoM behavior. Results highlight the importance of the PDA.

Well-developed listening skills are crucial to success in the marketing profession. Poor listening skills have been rated as the most important contributing factor to salesperson failure (Ingram et al., 1992). Listening errors can result in conflicts, missed business opportunities, alienated relationships, and a waste of time and money (Bergeron & Laroche, 2009). Recognizing the importance of effective listening, organizations such as Pfizer, Ford, IBM have introduced listening training programs for all their personnel (Shepherd et al., 1997). A number of definitions exist for “listening” (e.g., Bergeron & Laroche, 2009). From the marketing perspective, this paper adopts a well-accepted listening definition as “the cognitive process of actively sensing, interpreting, evaluating and responding to the verbal and nonverbal messages of present or potential customers” (Castleberry & Shepherd, 1993, p.36). Prior research has underscored the importance of “active listening” strategies such as active empathetic listening (Drollinger et al., 2006; Bodie, 2011); adaptive selling (Spiro & Weitz, 1990); and listening across cultures (Imhof & Janusik, 2006). However, despite its importance, neither marketing students nor professionals receive coaching or instruction for situations when listening is particularly difficult – i.e., when we are required to listen carefully to another person in the presence of hindrances to communication (distractions, inattention, poor delivery). Salespeople, students, journalists, counselors … are often faced with the task of “tough listening” - when they must listen carefully to a person that is not communicating in an interesting or engaging manner, when the environment is full of distractions, or when they as listeners are fatigued. The major hindrances to effective listening have been well documented, but extant research that addresses how people might overcome those hindrances is scant. The purpose of this paper is to explore the range of strategies that people use to improve their comprehension and empathy of others when they wish to listen carefully but find it difficult to do so. The practice of effective listening is perhaps one of the most human and fundamental components of community, commerce, and culture. Several academic disciplines such as marketing, education, communication, and psychology have closely examined the listening process in an effort to understand and improve it.

According to industry reports, a CEO’s strong social presence has a tremendous impact on the company’s reputation and their own image. However, despite being considered as digital influencers, most C-suite leaders fail to establish their own personal brand online. This under-development leads to the following questions: What are CEOs currently doing with their social media and why are CEOs (not) using social media? Interviewing 16 Dutch CEOs, this study explores the impact of the leadership style (transactional or transformational) and leaders' perception of narcissism in online impression management on CEOs’ social media activities. By investigating these relationships, the research further clarifies CEOs’ leadership communication strategies on social media and establishes the drivers and barriers for social media engagement to pave the ways for interested social CEOs. The results suggest that leadership styles may detect the content strategies and motivations of social media usage. The activity level, however, is determined by the perceptions of self-image and degree of a narcissistic impression on using social media. With this finding, we propose CEO social media activities can be typified into four categories: thought leader, storyteller, professional networker and selective performer. Transformational leaders tend to emphasize on being accessible and transparent to their audience. When they are positive about being narcissistic on social media, they are more likely to be a storyteller where they strive for charismatic and authentic content building. Conversely, a more reserved transformational leader would be a selective performer where they only publicize their stories in front of a selected group of audience, mostly through internal platforms. On the other hand, transactional leaders tend to focus on professionalism and efficiency in using social media. The ones who see the benefits of social media and are confident in sharing their own ideas tend to be thought leaders among their professional networks. On the contrary, the reserved transactional leaders rather using social media to connect with their professional network to obtain information than broadcasting their own voices. The study provides insights in how CEOs formulate their leadership communication online; further research should continue exploring the impact of various strategies on corporate performance and stakeholder engagement.

The market for environmentally friendly or ‘green’ products has increased substantially over the last ten years (Willer and Kilcher, 2010). Both brand manufacturers and retailers are increasingly, and successfully, incorporating environmental and social issues in their brands (Aouina Mejri and Bhatli, 2014; Chkanikova and Lehner, in press; Gleim et al., 2013). Given the increasing importance of ‘green’ branding, the current study examines the role of key drivers (i.e., brand equity, store image and product familiarity) in the consumption of green brands. Moreover, since previous studies found that positive evaluations of a specific brand led to more positive buying behavior for the green product concept in general (Bartels and Hoogendam, 2011), in the current study we also assess the impact of these key drivers on green consumption in general. Finally, by explicitly distinguishing between store brands and national brands, we try to determine whether these relationships differ between these two types of brands in a green context. To test these effects, we used a panel study among consumers in Australia, Canada, Germany, the Netherlands, and the U.S.. For each country, we used one national brand and one or two store brands. Respondents randomly received one of these brands to evaluate. This process resulted in 404 respondents for store brands and 302 respondents for national brands. Results show that store image and brand equity have a direct effect on the consumption of green store brands and green national brands. In addition, we found that for both store and national brands, the relationship between brand equity and green brand consumption is partially mediated by the perceived image of the store where that brand is sold. Furthermore, for national brands, a positive store image also leads to an increase in green consumption behavior in general, which is not the case for store brands. Finally, for national brands, there is a clear relationship between product familiarity and brand consumption, whereas this is not the case for store brands.

The paper focuses on the social commerce paradigm, underlining how social media are able to assist e-retailers in their effort of creating a total omni-channel e-customer experience. The empirical research represents a new prospect on the topic, because nowadays social commerce is not completely understood and realized from a managerial perspective.

This study about hotel bookings in Spain analyzes the influence of three low price signals and the type of distribution channel on perceived value and behavioral intentions: Positive influences on perceived value and buying intention were found for price beating guarantee and for always low price signals but the distribution channel was only found to have an effect on behavioral intentions. Finally, it has been detected that gender plays a moderating role on both perceived value and buying intention.

This study focuses on the effectiveness of two commercial stimuli: displays and advertising flyers. While displays work within the point of sale and trigger a more immediate and impulsive purchase decision, advertising flyers work out of the point of sale and, therefore, favor a more reasoned purchase decision. It is used the cue utilization theory that distinguish two dimensions for perceived quality, extrinsic quality (linked to the brand) and intrinsic quality (related with internal product characteristics), in order to analyze the role of quality perception in determining the effectiveness of both commercial incentives for selling products that induce high purchase involvement and perceived risk. The empirical analysis focuses on computer products sold by one of Europe’s largest computer retailers and, combines scanner, observational and survey data. The results show that both dimensions of quality perceptions moderate the influence of displays and advertising flyers on sales, but their impact differ on each commercial stimuli. Extrinsic quality perception increases to a greater extent the effect of displays which is linked to unplanned purchases. However, intrinsic quality perceptions improves to a greater extent the effect of advertising flyers, which encourage are related more closely to planned purchases.

The past decades showed an increase in the number of meals consumed away from home. Restaurants could therefore play a pivotal role in improve diet quality by offering healthier food on their menus (Glanz and Hoelscher, 2004). One of the instruments that restaurants can use to increase healthier food intake is by making use of portion size. When people are served larger portions, they eat more (Steenhuis & Vermeer, 2009). In this study, we investigate the effectiveness of increased portion sizes of vegetables and lower portion sizes of meat (or fish) in a restaurant setting. Three restaurant locations from a restaurant chain in the Netherlands were selected for a field experiment. A cross-over design was used in which each restaurant was randomly assigned to a sequence of two conditions (i.e., intervention and control condition). In the intervention period, portion sizes of vegetables on plates were doubled (150 grams versus 75 grams) and portion sizes of meat and fish were cut on average with 12.5%. Consumption was calculated by subtracting the residues from the plates from the average served amount. Additionally, p3rticipants received a questionnaire in which a number of questions were asked, i.a., about their satisfaction with the meal and restaurant. In total, 536 participants in the control condition and 470 participants in the experimental condition were obtained. Vegetable consumption was higher in intervention weeks (M = 115.5 grams) than in control weeks (M = 61.7 grams; p < .001). Meat consumption was lower in intervention weeks (M = 183.1 grams) as compared to control weeks (M = 211.1 grams; p < .001). Finally, satisfaction with the restaurant visit did not differ between intervention weeks (M = 4.27) and control weeks (M = 4.35; p > .05). The results are robust given that we found the same effects across the three restaurants. An important implication of this study is that portion sizes could indeed be used as an effective instrument in stimulating healthy consumption behavior without affecting customer’s satisfaction.

To the extent that luxury products and services become more easily accessible, luxury brand marketers must make luxury even more exclusive by making the consumer feel special and unique. Art lends itself willingly to this mission, because its accessibility is complex and its comprehensibility difficult. From an in-depth analysis of the practices of the major worldwide brands in the luxury industry we identified that four main types of collaboration between a luxury brand and art exist, which are Business collaboration, Patronage, Foundations and Artistic mentoring. The underlying mechanisms of these modes of connection between art and luxury brands are presented. A model is presented which allows assessing the relevance of each of the ‘art to luxury brand’ binding modes, in accordance with the brand time perspective and the intensity of its engagement.

How stable are shopping styles of women and men across cultures? To find out, the authors develop a new scale that reliably measures differences between male and female shopping styles and is stable across cultures. They develop a conceptual model and hypotheses to test whether observed differences in gender shopping styles are likely to be innate or arise from socialization. Through a survey of consumers in seven countries, they show that males and females are evolutionary predisposed to have different shopping styles. Counter to social structural theory, the observed differences in shopping style between females and males are greater in low-context cultures (higher gender equality countries) than in high-context cultures (lower gender equality countries). Empathizing—the ability to tune into another person’s thoughts and feelings—mediates shopping style more for female shoppers; systemizing—the degree to which an individual possesses spatial skills—mediates shopping style more for male shoppers. Therefore, retail segmentation between females and males appears to be of more managerial relevance than segmentation between cultures. Other managerial implications are also discussed.