본 연구의 목적은 마음챙김 자기효능감, 자기자비, 역기능적 태도, 의도적 반추의 관계에 관한 이론적 고찰을 시행하는 것이다. 현재까지 국내·외 문헌에서 보고된 마음챙김이나 자기자비와 관련된 연구들은 대부분 알아차림에 초점을 둔 연구들이 다수였으나, 인지치료의 핵심이 되는 역기능적 태도나 의도적 반추와 함께 살펴본 연구는 미비한 실정이었다. 이에 따라 본 연구에서는 마음챙김 자기효능감, 자기자비, 역기능적 태도, 의도적 반추의 관계성에 대해 문헌고찰을 함으로써 개괄적인 이해를 돕고자하며, 정신건강을 위한 임상심리 현장에서 심리치료 및 상담을 시행하는데 있어, 치료적 방향을 설정하기 위해 도움이 되는 기초적인 자료로서 활용되기를 기대한다.

The purpose of this paper is to examine the intelligibility and attitude towards four English varieties to Korean-speaking learners (KSLs) of English, who have been exposed mainly to General American (or Korean-accented English) in their English language learning classrooms throughout the primary and secondary schools. A total of 105 Korean undergraduate students listened to a recording in one of the four accents (General American, British, Australian, and Korean-accented English) and completed an intelligibility test followed by a questionnaire survey on attitudes. Analysis revealed that British English was most intelligible to KSLs among four varieties whereas that of Australian was least intelligible. Attitudes toward an English variety did not exert a strong force that may contribute to the level of intelligibility. The findings also showed at which phonological features identified KSLs were most sensitive to intelligibility differences. We conclude that the more exposed English variety to KSLs, the more favorable attitudes can be formed, but is not necessarily intelligible. What the findings demonstrate is that attitudes are not the best explanation of intelligibility and call for improvement in ways of directing KSLs’ attention to some phonological features in a learnability perspective.

도시공원은 도시민들의 삶의 활력소가 되어주는 주요 요소이다. 특히 도심공원은 시민들의 이용 시간이 가장 많은 여가 공간이기 때문에 본 연구는 대구 도심 근린공원의 인구분포 및 물리적 환경에 따른 이용특성을 알아보기 위해 도심에 위치한 3개의 공원 이용자를 조사하였고 이에 따라 도심 근린공원의 조성 및 재정비 시 고려해야 할 점을 제시하였다. 문헌 및 인터넷 데이터 조사결과에 따르면 각 공원 인근 행정 동별 노인 인구는 모두 증가한 것으로 나타났다. 특히 경상감영공원의 노인계층 인구는 2018년에 2012년보다 7.4% 증가하였다. 물리적 환경과 내⋅외부는 인터넷과 현장조사를 통해 데이터를 수집하였다. 그 결과 공원 외부 토지이용 중 거주용지 비율은 낮은 반면 상업용지 비율은 상당히 높은 것으로 나타났다. 특히 경상감영공원 주변 500m 중심상업지역의 경우 94.4%를 차지하는 것으로 나타났다. 공원 내부의 녹지공간은 전체 공원 용지의 60% 이상을 차지하고 있었으며 시설도 다양하였다. 이용 특성을 파악하기 위해 공원 내 이용자를 대상으로 설문조사를 2018년 5월 16일과 5월 26일 진행하였고 분석 결과는 다음과 같다. 전체 공원 이용자 중 이용 빈도가 주 1회인 비율은 41.9%로 나타났다. 또한, 이용자의 절반이상은 낮에 이용을 하며 계절에 상관없이 산책, 휴식, 비활동적 놀이 등의 목적으로 공원을 이용하는 것으로 나타났다. 한편, 공원을 찾는 사람은 동반자와 같이 이용하는 경우가 가장 많았다. 이에 따라 인구분포 및 물리적 환경에 따른 이용 특성의 관계를 분석하였으며 도심 근린공원의 조성 및 재정비 시 고려해야 할 점은 도심 근린공원을 설계할 때는 주변 거주민을 중심으로 설계하지 않고 지역용도와 토지 이용 특성에 따라 설계해야 한다. 공원의 이용목적은 만남, 휴식으로 이용자에게 정자, 야외 평상 등을 설치하면 이용자를 더 편하게 교류할 수 있을 것으로 보인다.

The study aims to examine whether teaching English through multiple intelligences can suggest one of the solutions for underachievers to facilitate their English learning and restore their learning attitudes. To explore this, the study investigated two research questions: (a) What are the effects of English instruction using multiple intelligences and stories on underachievers’ reading abilities? and (b) How English instruction using multiple intelligences and stories influences on their learning attitudes? The participants of the study were seven fifth-grade underachievers in one elementary school in Seoul. They were first tested what their strong intelligences are and engaged in customized activities based on their multiple intelligences test results during the experiment English classes. The data collected include the read-aloud test, the reading comprehension test, the affective test, students’ learning log and the interview of students and teachers, and these were analyzed both quantitatively and qualitatively. The results of the study showed that English instruction using multiple intelligences and stories had statistical significance in increasing underachievers’ reading abilities and changing their learning attitudes positively. This study is valuable in that it strongly calls for the need to consider multiple intelligences and provide customized activities for underachievers to facilitate their English learning and restore their learning attitudes.

본 연구의 목적은 우리나라 신종교로서의 대순진리회 개인별 신앙실천 수행법 개발에 있다. 이를 위하여 먼저 대순진리 삼요체 수행법 체계를 일별하고, 삼교 융합적 수행법의 효과적인 진로를 대순진리 삼요체 融合수행법 프로그램 개발 측면에서 제안한다. 본 연구의 필요성 측면은 첫째, 사회적 측면에서 4차 산업혁명 혼란기 인류 진로와 종교적 안식처 제공, 둘째, 개인적 修道측면에서 인간개인의 수양과 安心방안으로서의 대순진리회 수행 프로그램의 개발과 효과성 및 셋째, AI 시대 종교 가치로서의 대순진리회 확대와 적용, 실천 방안과 관련하여 삼요체 융합수행법(Three Fundamental Attitudes Convergence Self-cultivating)을 중심으로 제시하였다는 점이다. 본 연구의 기대효과로는 불교의 慧能선사 三無가르침과 필자의 수행 체험, 유교의 현대사회적 정좌수행 프로그램 및 원불교의 단전주 등을 참조하여 대순진리 삼요체 융합수행과 실천의 구체적인 접근방법을 성수행, 경수행, 신수행 호흡 수행 등 신앙적 수행으로서의 자력방법 중심으로 개발하였으며, 주로 개인적 수도 측면에 한정하여 대순수행법 효과와 사회적 적용, 실천방안으로 구분, 제안하였다.

This study examined the effects of ‘Dietary education for children’s health UP’ (DECHUP) on the changes in knowledge, attitudes, and practice (KAP) of nutrition and food safety in 5th grade elementary school students in Incheon. The DECHUP program was conducted from May to October 2018 and consisted of education and activities focusing on the children’s levels of understanding. Data were collected before, immediately after, and 6 weeks after DECHUP using the same method. All data were analyzed using SPSS ver 20.0. The level of knowledge and attitudes of the subjects to nutrition and food safety was significantly higher after than before DECHUP, but the attitude of boys did not show any significant difference after 6 weeks. Although there were no significant differences in the behavior for nutrition in the practice of the subjects, there were significant positive changes in the behavior of food safety. The higher the satisfaction of DECHUP, the more positive the change in knowledge, and the more positive the attitude and practice behaviors. Therefore, DECHUP has positive effects on the KAP of the subjects, and it will be helpful for elementary school students to form desirable eating habits if it can be carried out periodically and continuously.

Recently, the textile and fashion industry has adopted 3D printing technology, through which filaments are accumulated continuously in the form of sections to produce digitalized three-dimensional fashion products. Little research has been done regarding the consumer perspectives on 3D printed fashion product. Therefore, the purpose of this study was to investigate the effects of consumer innovativeness, uniqueness, and perception factors on consumer attitudes and purchasing intentions for 3D printed fashion products. A questionnaire was given to consumers living in Seoul and Kyunggi, South Korea. The data obtained from the 159 completed questionnaires was analyzed by regression analysis, factor analysis, and Cronbach’s alpha using SPSS 24.0. The results were as follows: First, consumer innovativeness and uniqueness, in descending order, positively affect the perceived social image. Consumer innovativeness positively affects perceived aesthetics and consumer uniqueness positively affects perceived novelty. Second, social image has a positive effect on consumer attitudes to 3D printed fashion products. Third, consumer attitude positively affects purchasing intentions towards 3D printed fashion products. Fourth, consumer innovativeness and uniqueness, in descending order, have a positive effect on consumer attitudes and purchasing intentions for 3D printed fashion products. Fifth, social image and novelty, in descending order, positively affect purchase intentions for 3D printed fashion products. Therefore fashion firms should develop their marketing strategy to focus on innovative, unique consumers as a main target and aim to enhance buyers’ social image by using 3D printed fashion products.

Bullying among secondary school students has become one of the most disturbing issues in Nigeria. A variety of bullying behaviour abounds with their attendant negative consequences. This study investigated students’ attitudes towards bullying, environments in which bullying takes place and the extent of their involvement in bullying behaviours. The sample comprised 592 senior secondary students in Owerri metropolis who completed the Attitude to Bullying Rating Scale (ABRS), Checklist on Environments of Bullying (CEB), and Involvement in Bullying Rating Scale (IBRS). The findings indicate that a majority of students (67.57%) exhibited an inappropriate attitude toward bullying. Bullying was found to be prevalent among senior secondary school students in Owerri. Of the total number of students, 57.43% were involved as victims, 68.92% were involved as bullies, while 74.66% were involved as bystanders On the nature of bullying, social bullying ranked highest (82.94%), followed by physical bullying (81.1%) and verbal bullying (64%). With regards to the environments where bullying occurs, the study found that bullying can take place anywhere in the school and outside the school, however, the prominent places include the classroom (without the teacher), school play grounds, corridors, toilet ends, school canteens and on the way home. While a greater number of the male students were involved in physical bullying, more females were involved in verbal bullying. It is recommended that anti-bullying campaign be mounted in the secondary schools.

With the rapid growth of the Chinese cosmetics market and the continuous introduction of new products into the market, beauty videos generated by other consumers, that are by beauty vloggers, have become a major source of information for cosmetics consumers. With the popularity of beauty vlogs in China, beauty vloggers have become influencers who affect consumers’ information processing and attitude development regarding cosmetic products and beauty routines. The current study aims to explore the characteristics of beauty vloggers that affect consumers’ attitudes toward both the beauty vlogs and the products featured in those vlogs. Based on parasocial interaction theory, the study examines whether perceived characteristics of beauty vloggers influence consumers’ perceived parasocial interaction, which in turn influences their attitudes. The study employs an online survey, which was administered to female consumers in China. Data from a total of 372 responses was used for analysis. Findings show that the perceived similarities to and perceived trustworthiness of vloggers have a significant impact on parasocial interactions, which influences consumer attitudes toward both the vlogs and the products shown in them. Perceived reliability and perceived attractiveness are shown to have a positive impact on consumer attitudes toward vlogs. Perceived expertise, attractiveness, similarity, and trustworthiness have all been shown to affect product attitudes. These results show that while beauty vlogs have a significant impact on consumers’ decision-making processes, the perceived characteristics of beauty vloggers themselves are important to consumers in the development of their attitudes toward both vlogs and products.

This study was conducted to investigate the effects of health lifestyle on high protein snack selection attributes and purchase behaviors among individuals aged 20-30 with high protein snack intake. In addition, the relationship between perception, attitude, satisfaction and recommendation of high protein snacks was invested. Finally, this study aims to provide basic information for marketing high-protein snacks and customized high protein snacks. Analysis of the selection attributes most important for healthy lifestyle, revealed significant differences among all groups excluding the external seeking group (p<0.001). The free living group regarded trust as one of the most important attributes of high protein snack selection, and both the tempered control group and the low-interest group found sensation and price factor to be important. Therefore, when developing high-protein snacks, it is important to determine which attributes of the snack will be highlighted by segmenting the consumer into health lifestyles. Focusing on what ingredients are used to develop high-protein snacks and nutritional ingredients is also important when targeting a free lifestyle group as the main customer. In addition, developing snacks that do not offer depending on the protein content is important when targeting a temperate management group or a low-interest group.

Introduction A private label (PL) is defined as a brand owned, sold and distinguished by retailers (Lincoln & Thomassen, 2009). Therefore, most PLs display only their brand name on their product labels or packages. However, in the Japanese consumer goods market, an increasing number of manufacturers’ names are now being displayed on PL product packages. For example, the “Seven Premium” PL, by Seven & I Holdings, displays the manufacturer’s name on its product labels using the phrase “This product is a joint development product with manufacturer X.” This indicates that retailers are utilizing the brand of the national brand (NB). This type of branding strategy can be classified as co-branding or a brand alliance. In Japan, expansion of PL co-branding may have improved consumers’ attitudes toward PLs and contributed to their development. Theoretical Background Most prior research on co-branding has focused on brand alliances between two NBs. Therefore, studies on alliances between PLs and NBs are very limited. Vaidyanathan and Aggarwal (2000) focused on ingredient branding, which merged elements of PLs with NB ingredients. Based on the combination theory (Park, Jun, & Shocker 1996), attitude accessibility theory (Fazio, 1986), and attribution theory (Heider, 1958; Kelly, 1973), they found that the association of brand name ingredients with private brand products could positively impact consumers’ evaluations of unfamiliar products. Also, the use of a brand name ingredient in a PL did not negatively affect consumers’ evaluations of this product. Arnett, Laverie, and Wilcox (2010) focused on brand alliances of retailers and manufacturers in the clothing category. Based on the attitude accessibility theory and the information integration theory (Anderson, 1971; Smith, 1993), they found that consumers’ attitudes toward alliances can influence retailer equity, manufacturer brand equity, and shopping intentions. They also found that pre-alliance retailer equity significantly affects attitudes toward alliances. Except for post-alliance retailer equity, perceived fit moderates all relationships between consumers’ attitudes toward the outcome of an alliance. Prior research on co-branding indicates that the attitudes and attributes of co-brands are influenced by the attitudes and attributes of constituent brands. In addition, a constituent brand’s familiarity moderates the effect (Park et al., 1996; Simonin & Ruth, 1998). As another notable finding, attitudes about co-brands influence constituent brand attitudes, with the effect being moderated by brand familiarity (Simonin & Ruth, 1998). Based on prior findings, this study examines whether co-branded PLs are influenced by their constituent NBs and by the familiarity of constituent brands in the case of Japanese co-branded PLs. This study also examines whether a spillover effect exists for constituent brands. Methodology An Internet survey of 798 women living in the Greater Tokyo area was conducted in August 2017. Subjects were assigned to one of four groups, grouped by PL and NB brand familiarity (Figure 1). The familiar “salad dressing” category was selected. While this category includes several large and popular manufacturers, many small, unknown manufacturers also exist within it, a fact that is relevant to the purpose of this study. High-familiarity PLs and NBs were selected based on their market shares in the category. However, Seven Premium, the most popular PL in Japan, was not selected as it had already adopted a co-branding strategy. Aeon’s Topvalu was chosen as a high-familiarity PL. While Topvalu is one of the most popular PLs in Japan, it has not yet taken a co-branding strategy. All measures were assessed through a seven-point, semantic, differential scale. Attitudes toward constituent brands (PLs and NBs), co-brands, perceived quality of constituent brands, and brand familiarity of constituent brands were measured. Using covariance structure analysis, we examined factors influencing attitudes about co-branding and the spillover to constituent brands after considering co-branded formations. Regarding familiarity, a multi-group analysis was conducted. Results Attitudes toward constituent brands (PLs and NBs) positively influenced attitude toward co-branded PLs. In addition, the influence on the co-branded PLs was greater for PLs (Table 1). From the multi-group analysis, the influence of familiarity on the attitude toward co-branded PLs can be found in some cases (Table 2). In the case of high-familiarity PLs with high-familiarity NBs (Group 1), the attitudes about co-branding by NBs were not significant. On the other hand, a positive co-branding attitude by NB was found in other cases. In cases of low-familiarity PLs with low-familiarity NBs (Group 4), the co-brand’s influence was greater for NBs. Moreover, since the attitude toward co-branding positively influenced differences of attitude between post-alliance and pre-alliance toward PLs and NBs, the spillover effect is confirmed (Table 3). Discussion Our results, which suggest that co-branding with NBs can be an effective strategy if PLs have low familiarity, are consistent with prior research. PLs in Japan, which have a lower penetration ratio than those in Europe and the United States, are still in a developmental stage (Kumar & Steenkamp, 2007). Since PLs in Japan are less familiar than leading NBs, co-branding with an NB can be an effective strategy for a PL. On the other hand, when a PL is already established as a brand and has high familiarity, co-branding with a NB might have little effect. In this case, it might be necessary to devise a different strategy, such as changing a PL’s brand name. Seven Premium, the most popular PL in Japan, was introduced in 2007. From the beginning, when its brand had low familiarity, it opted for a co-branding strategy, and our findings suggest that this decision significantly improved overall attitudes toward PLs.

The millennials are an important generational group of consumers who purchase luxury online and therefore to know their attitude to luxury has become a significant subject for our study. This study explores whether materialism, need for uniqueness, susceptibility to normative influence, and social media usage affect millennials’ attitudes and purchase intentions toward luxury fashion brands online. In addition, this research examines moderating effect of each dimension of national culture on the relationship between factors and millennials’ attitudes toward luxury fashion brands online. Hofstede’s framework is considered to be the most reliable measure of national culture (Yeniyurt & Townsend, 2003). We used four dimensions of Hofstede’s model of national culture: masculinity, individualism, power distance and uncertainty avoidance. In study 1, we examine millennials’ attitudes toward luxury fashion brand through Q methodology. In study 2, we examine relationships between variables using the SPSS 20.0 program for descriptive statistical analysis and the AMOS 20.0 program for structural equation model (SEM) analysis. The findings will enable marketers of luxury fashion brands to understand millennials’ attitudes toward luxury fashion brands and increase the sales among this target group.

Attitudes toward advertising as an institution remain an important research topic in developing countries. Even in the West, the issue is currently being revisited to update for various online media contexts. This paper examines attitudes toward advertising among college students in Egypt. There was little difference in attitudes depending on whether they were thinking of traditional TV advertising or advertising on social media, although they use SM much more frequently. Generally the respondents agreed with a range of issues related to the beneficial aspects of advertising, and only slightly agreed or were roughly neutral on most issues related to detrimental effects. There is strong support for laws about ‘truth-in-advertising’ and legal responsibility for claims, but only weak support for direct government control of advertising.

Corporate social responsibility (CSR) communication is generally regarded as good and necessary to inform stakeholders of a company’s CSR deeds. However, research has recently uncovered the practice of “greenhushing” within the context of the hospitality industry (Coles, Warren, Borden, & Dinan, 2017; Font, Elgammal, & Lamond, 2017). Greenhushing means that companies de-emphasize green credentials and CSR activities. Going on holidays is an indulgent act that might result from people feeling they have earned some luxury, including behaving lavishly in terms of resource consumption and responsible behavior. Thus, curtailing this indulgent, irresponsible guest behavior without compromising a guest’s holiday experience is a key challenge for hotels. This paper explores whether the assumption that customers do not want to hear about CSR communication while on holiday is true from the customers’ side and what type of communication achieves to curtail unethical behavioral intentions. Based on 594 usable responses from an online survey, we undertake a moderation analysis with a multi-categorical antecedent variable (different communication stimuli), pro-environmental identity as a moderator and behavioral intentions for “unethical” behavior as a dependent variable using PROCESS 3.0 for SPSS (Hayes, 2018). The results provide partial support for our theoretical predictions.

Introduction How to evaluate quality of advertising? Previous behavioral studies have mainly focused on subjective reports of survey and interview containing social and cognitive bias, or objective data of sell changes suffering huge temporal and monetary cost. Recently, increasing researchers have proposed that techniques of neuro-imaging could provide an objective and effective way to examine cognitive neural mechanisms underlying consumer behavior (referred to as consumer neuroscience) (Karmarkar & Yoon, 2016), and several studies have measured consumer's brain responses to advertising and movie trailer in both single- and two-brain frames (Barnett & Cerf, 2017; Venkatraman et al., 2015). However, still little is known about cognitive neural mechanisms underlying comprehension of advertising. Functional near-infrared spectroscopy (fNIRS) is a non-invasive technique of brain-imaging measuring changes in the hemodynamic properties of human brain. Compared with fMRI and EEG, fNIRS is portable, has few physical constraints on participants with reasonable spatial and temporal resolution, and is tolerant to electromagnetic noise and motion artifact. Therefore, fNIRS is a suitable tool for research of human behavior in daily-life contexts (Liu et al., in press), which is a trends in neuroimaging (Hasson & Honey, 2012) and consumer neuroscience as weill. Methods To examine the neural responses to different quality of advertisings, in the present study we measured 14 undergraduate students' frontal activations while watching 20 advertisings in Study 1 and listening 30 music demos in Study 2 using a portable fNIRS device, and analyzed interpersonal neural network across all participants based on graph theory. Figure 1 shows positions of the fNIRS channels. Positions of the fNIRS channels were measured by a 3D magnetic digitizer. In a pilot study, another group of participants were recruited to score 30 advertisings from three dimensions: degree of liking, degree of willing to pay (WTP), and degree of understanding, and finally top-10 and bottom-10 scored adverting were remained for the final experiment in Study 1. Concerning the music demos used in Study 2, we selected the top-15 and bottow-15 ranking music in the ‘Billboard 2014 hot 100’. During the experiment, participants were asked to score their degree of liking and WTP to the advertising or the music immediately after each stimulus was displayed. After the experiment, they were also instructed to score and report their understanding on each advertising or music. Results and Discussion In Study 1, the intra-brain activations revealed higher medial prefrontal cortex (mPFC) activation when participants watched low-scored advertisings than watched high-scored ones (Fig. 2), and the mPFC activations showed a positive relationship with participants’ understanding on the meaning of the advertisings. This result only suggests that low-scored advertisings were relatively hard for participants to understand the intentions of the adverting, requiring more cognitive resources of mentalizing (Lieberman, 2007). Importantly, when we considered all participants' brains as a network, and then calculated the interpersonal neural connectivity (INS) across the network (defined as the number of participant pairs who showed significant positive inter-brain neural synchronization across them indicating shared understanding) (Hasson et al., 2012), only the network connectivity in the right inferior frontal gyrus (IFG) had significantly positive relationships with participants' scores of attitude towards the advertisings (defined as mean of the scores of liking and WTP) (Fig. 3). Study 2 confirmed the result showing significantly positive relationship between the network connectivity across all participants' brains and their scores of attitude towards the song demos. More importantly, the network connectivity in the right IFG of the small group of participants also significantly predicted the public's attitude towards the songs assessed by the rating scores on Douban website (Fig. 4). Conclusion The right IFG is a core area of mirror neuron system and is closely associated with empathy (Lamm et al., 2007). Thus, the present results suggest that high-scored advertisings may activate consumer's empathic response to simulate and experience their contents and intentions. And the network connectivity across consumers' brains in the right IFG may be a critical index evaluating quality of experiential advertisings. Practically, advertising should invite consumers to experience their products, and then could convey information and emotion more effectively.

Over time popular media has used the idea of Italian Mafia and the related image of mobsters in TV series, movies, and cartoons. The overall image surrounding Mafia is so powerful that nowadays many people associate the name Mafia to The Godfather movie or other fictional images. In addition to this, there are also businesses that offer products and services branded with names that remind the idea of Mafia, despite, in reality, the Mafia is a violent criminal organisation involved in drug trafficking, human trafficking, murders, etc. However, marketing research has never studied consumers’ attitudes towards the use of these stereotypes in marketing and their willingness to buy products and services that use them. This research tries to fill this gap and, by adopting Forsyth’s (1980) ethical ideologies questions, it studies the links between consumers’ ethical ideologies and: 1) consumers’ attitudes towards these products and services; 2) consumers’ willingness to buy them in order to understand whether there are differences between relativists and ideologists consumers. This research is based on an online survey made up of open and closed-ended questions. Section one of the survey was made up of closed-ended questions aimed at studying ethical ideologies; section two was made up of a mix of open- and closedended questions aimed at understanding the perceptions that respondents had towards the Mafia; their degree of acceptance towards the use of the Mafia for commercial purposes; and their willingness to buy Mafia-inspired products; the last section included some demographic questions. The survey was made available via Qualtrics and respondents were recruited through Prolific. In the end 152 responses from UK participants were collected. Data analysis has not been carried out yet, but it is expected to analyse data through the Necessary Condition Analysis (NCA), a new data analysis technique that is aimed at identifying necessary, but not sufficient conditions within data. In addition to this, analysis of group differences will be carried out through ANOVA, in conjunction with regression analysis. Through this research it is expected to be able to understand whether consumers’ attitudes towards the use of Mafia stereotypes in marketing and their willingness to buy products and services that use these stereotypes differ according to whether consumers are classified as relativists or ideologists. With this study it is expected to analyse an area of consumption that so far has been neglected by research, i.e. consumers’ attitudes and willingness to buy products and services that use Mafia-related stereotypes.

Introduction Smartwatches are mini devices that are worn like standard watches, which allow installation and use of mobile apps enabling connectivity and interactivity (Chuah et al., 2016). Park et al. (2016) regard smartwatches as multi-category products and are considered to be the first commercialized wearable technology for consumers (Jung et al., 2016). Wearable technologies refer to high-tech devices that are integrated into clothing, accessories or the human body to provide personalized functions to users, regardless of the types of usage (Choi and Kim, 2016). Thus, the smartwatch is recognised as an important and pioneering sub-category of broader smart-fashion. Wearable technology has become more readily available and widespread in the market. A recent industry report (IDC, 2017) indicates that worldwide shipments of wearable devices are expected to increase by 132% from 102.4 million units to 237.5 million units between 2016 and 2021, driven by the proliferation of new and various types of smartwatches. In the past, high-tech and fashion were considered as two separate industries. However, recent years have witnessed a trend towards fashion and high-tech collaborations (Zimmermann, 2016). For example, “Hermès Apple watch” and “Louis Vuitton Tambour Horizon” (O‟Connor, 2017). Millennial consumers are often perceived as the first high-tech generation. This young generation is increasingly attracted by the innovativeness of smartwatches (Shotter and Bradshaw, 2014). According to PwC (2016), millennials are more likely to use smartwatches than older generations. Gartner‟s (2017) research also highlights that millennials represent the largest user group of wearable technologies. Considering the increasing magnitude of millennials‟ interest in luxury wearables, this study takes factors affecting millennial consumers‟ new technology acceptance, and luxury consumption into account. Despite increasing attention from industry, scholarly research on wearable technology has been limited to technological uses. Extant studies are focused in the fields of information systems, computers in human behaviour (Chuah et al., 2016) or electronic textiles (Berzowska, 2005). They concentrate on how these devices might be utilized for healthcare and safety monitoring, fitness or biometric purposes (Choi & Kim, 2016). Academic research to date therefore tends to be more technology rather than consumer driven (Choi and Kim, 2016). As discussed, although the fashion and technology industries are converging (Zimmermann, 2016), most existing research into smartwatch adoption (Choi & Kim, 2016; Chuah et al., 2016; Kim & Shin, 2016) utilizes standard or fitness-centric smartwatches as the research objects. Researchers generally fail to see smartwatches as a hybrid of high-tech wearable and luxury products. The Technology Acceptance Model (TAM) (Davis, 1986) is a frequently cited model in predicting consumers‟ intentions to adopt an emerging technology. It depicts that perceived usefulness and perceived ease of use are two critical variables influencing users‟ beliefs, attitudes and intentions to embrace a new information system (Legris et al., 2003). An extension of TAM, TAM 2 (Venkatesh and Davis, 2000) denotes the influence of subjective norm on behavioural intentions. In this model, technology adoption is regarded as a process of social influence. TAM has been extensively applied to explain consumer acceptance of e-commerce (Pavlou, 2003), mobile payment (Schierz et al., 2010), smart glasses (Raushnabel and Ro, 2016), mobile learning systems (Park et al., 2012) and standard smartwatches launched by IT brands (Kim and Shin, 2015; Choi an Kim, 2016). Yet, despite considerable research on the application of TAM, studies incorporating TAM 2 to explain consumers‟ perceptions, attitudes and intentions towards using luxury fashion wearables is still scarce. While Choi and Kim (2016) provide a first step towards understanding consumers‟ perceptions of smartwatches, the authors consider only the functional (perceived usefulness and ease of use) and personal (need for uniqueness and vanity) variables. The influences of other factors like emotional and social factors are neglected. Within the context of consumer behaviour, watches are consumed primarily for aesthetic appeal, as well as providing a means for constructing one‟s self-identity. Thus, psychological and social motivations may also be considered as antecedents to luxury fashion smartwatch adoption. In addition, luxury fashion wearable technology products embrace both high-tech functionality and fashionable design. These smartwatches are marketed as luxurious accessories, rather than solely functional digital devices, as self-expressive use of them has become more commonplace (Mintel, 2016). Furthermore, millennial consumers generally consume luxury for social-oriented purposes (Eastman & Liu, 2012). Hence, values that drive millennial consumers‟ luxury consumption, along with factors proposed in TAM 2, are perceived to play a critical role in affecting the adoption of these smart accessories. The premise of this paper is based on Wiedmann et al.‟s (2007) model of luxury values, employing individual values (self-identity and perceived hedonism), social value (perceived conspicuousness) and functional values (perceived usefulness and perceived quality) to investigate the key factors affecting luxury fashion smartwatch adoption. The Theory of Reasoned Action (TRA) (Ajzen and Fishbein, 1975) provides a framework for understanding consciously intended consumer behaviour (Yousafzai et al., 2010). It posits that the impact of consumer attitudes and subjective norms on actual behaviour are mediated by behavioural intentions, which is considered the most powerful predictor of human behaviour (Ajzen and Fishbein, 2005). In TRA, the roles of personal and social factors in forming behavioural intentions are considered. This attitude-intention-behaviour association has been extensively validated in various contexts like ethical consumption (Paul et al., 2016), Green Information Technology (Mishra et al., 2014) and online banking (Yousafzai et al., 2010). Yet, nascent research exists on the attitude-intention link in luxury fashion smartwatch adoption. Purpose In order to address the research gaps elucidated, this study aims to examine the relationships between key value propositions of luxury fashion smartwatches, consumer attitudes and their purchase intentions, and to explore millennial consumers‟ overall perceptions of using these luxury wearable technologies. Specifically, this study critically reviews and links the theories of technology adoption and luxury consumer behaviour to investigate and explore consumer behaviour towards luxury fashion smartwatches in order to offer compelling academic and managerial implications. Design/Methodology/Approach A conceptual framework (see Figure 1) was developed grounded in luxury consumption, technology acceptance and consumer behaviour literature, from which 9 research hypotheses and 3 research questions ensued. The model posits that millennial consumers develop attitudes and purchase intentions towards luxury fashion smartwatches in 3 stages. In line with the tri-component attitude model (Fishbein and Ajzen, 1975), consumers learn about luxury fashion smartwatches at the first phase (cognition). The second phase (affective) involves the formation of consumers‟ attitudes towards using luxury fashion smartwatches. At the final phase (conation), consumers develop intentions to buy consistent with their overall evaluations. Drawing on the TRA, relationship between consumer attitudes and purchase behaviour in terms of learning, feeling and doing (Solomon et al., 2010) is depicted. To offer a detailed understanding, mixed methods were employed (Creswell, 2014). An online self-administrated questionnaire was conducted and 230 valid samples were collected. The sample profile were millennial consumers, born between 1980 and 2000 (Young and Hinesly, 2012), who have seen or tried any luxury fashion smartwatch. This study recognizes millennial consumers as the research subject because this generation is described as the next prominent consumers of global luxury and are the largest user group of wearable devices (Higgins et al., 2016; Gartners, 2017). The proposed hypotheses were tested using SPSS 23.0 and subject to 5- statistical tests: reliability, descriptive statistics, factor analysis, correlation analysis and multiple linear regression. In addition, two face-to-face semi-structured focus-group discussions with 10 participants were conducted aiming to better understand the millennial consumer perceptions of using luxury fashion smartwatches. Quantitative content analysis and thematic analysis were employed to produce a more organized and comprehensive summary of the qualitative data. << Insert Figure 1 about here >> Findings The findings indicate that functional, individual and social factors influence millennial consumers‟ adoption intention of luxury fashion smartwatches. Empirical results reveal that perceived hedonism and usefulness are the most important factors that motivate adoption intentions, followed by subjective norm and perceived conspicuousness, indicating luxury fashion smartwatches are perceived as both an IT device and luxury fashion accessory. Other factors that might affect adoption are also discussed. A positive association between attitudes towards using luxury fashion smartwatches and purchase intentions is identified. Implications This study addresses a scholarly research gap by examining factors affecting attitudes and intentions towards using luxury fashion smartwatches, from millennial consumers‟ perspectives. It also offers strategic recommendations for luxury fashion brands in launching and growing luxury wearable opportunities specifically aimed at millennial consumers – a substantial and strategic segment for luxury brands. Research limitations and directions for future research are further elucidated. Originality and Value Given extant research on luxury fashion smartwatches is limited, this study contributes to this unique research stream by exploring millennial consumers‟ perceptions towards using these new generation smartwatches. To the authors‟ knowledge, this study is the first to investigate the application of TAM 2 in examining luxury fashion smartwatch adoption, and subjective norms has been proven as one of the most important factors.

This study explores the effect of ad variation effectiveness as a function of cultural differences, drawing from visual attention and encoding variability theory. Findings on HK and UK participants suggest that varying ad features may be most effective by changing those features that correspond to the intended consumer’s cognitive styles. Introduction Previous research suggests that showing varied ads can enhance brand recall, and result in more positive attitudes towards the brand (Unnava & Burnkrant, 1991). Following the encoding variability theory (Lee & Lee, 2016; Yaveroglu & Donthu, 2008), variations in encoded information improve recall because these variations provide additional memory representations for the target information, hence leading to more retrieval cues for the information to be recalled (Anderson & Bower, 1973). Transposed to an advertising context, each element of an ad (e.g., graphics, layout, backgrounds, products, brand logo, etc.) can serve as a retrieval cue for information recall. For instance, if a target product is embedded in two different backgrounds (e.g., a beer in a social event vs beach background), these two different contexts can serve as two different retrieval cues for the target product, compared to only one possible retrieval cue provided in same ad repetition. Since encoding variability theory relies on contextual changes and multiple memory paths to explain the ad variation effect, it may be affected by cultural difference (specifically, selective attention), which can act as a moderator of ad variation effectiveness. Western and East-Asian people have been found to have different visual attentional biases (e.g., Nisbett & Masuda, 2003), with Westerners being more attentive on focal objects (analytic perception) and Easterners focusing more on the whole picture (holistic perception). As such, the selective attention they paid towards the ad may enable them more susceptible to specific changes of an ad, thus increasing the available memory pathway towards brand information, i.e., brand recall. Brand attitudes are suggested to be formed through learning (e.g., Van Osselaer & Alba, 2000), i.e., consumers learn and process the information conveyed in an ad, which eventually affects their attitude towards a brand. This study therefore also tested the role of visual attention in moderating the effect of ad variation on brand attitude, since Eastern and Western customers learn differently due to their visual attentional styles. To examine the possible moderation of ad-variation effectiveness by visual attention in a cross-cultural context, this study exposed HK (Eastern) and UK (Western) participants with two different varied-ad executions, foreground-varied ads (ads that vary in focal object) and background-varied ads (ads that change in background features). Identical-ad execution was also included as a baseline. We hypothesized that, due to the difference in attentional bias in Eastern participants (holistic) and Western participants (analytic), different types of ad variations might results in different extents of effectiveness of the ad variation. Method A 2 (Culture: UK vs. HK) x3 (Ad type: identical vs. background-varied vs. foregroundvaried) between-subject factorial design experiment was used in this study. We used a fictitious Beer brand - Helga Brugge - for this study. In the identical-ad condition, the same target ad was repeated three times. We designed a target beer and two beer pints as foreground features and background features included a camping scene (in identical-ad condition), and a football stadium, camping scene and a social event scene (in background-varied condition). In foreground-varied condition, while keeping the background image constant (camping background), the foreground features differed, i.e., a bottle beer, a canned beer, and a bottle beer with two beer pins. See Figure 1 for the target ad stimuli. Participants were randomly assigned to one of the three ad type conditions and watched the 20 advertisement slides (3 target ads with 17 filler ads), each of which was presented singularly for 3 seconds. Filler ads were chosen from real ads that were not used anymore at the time of the study. They included various product categories other than beer such as toy, beverage, and cosmetics. After being exposed to the advertisement, participants were asked to answer a series of questions measuring a number of variables in the following order: ad recall and brand recall (Lee & Lee, 2016), brand attitude (MacKenzie, Lutz & Belch, 1986) and demographic information. Data was collecting online using Qualtrics. Both Chinese and English versions of instructions were back translated (Miracle and Bang, 2002). Results After excluding incomplete datasets and participants whose nationality was not British or Hong Kong, the final sample comprised 117 UK (78 female) and 108 HK (63 female) participants. Cross-cultural Cognitive Differences in Perception To confirm the underlying assumption that HK participants tend to have holistic visual perception and UK participants tend to have analytical visual perception, participants’ responses were coded to identify the type of foreground information (e.g., beers, pints, foams) and background information (e.g., sunset, camping). The coding processes were independently performed by two coders; Cohen’s κ analyses showed a moderate agreement (Sim & Wright, 2005) between the two coders' judgments on both foreground information (κ = .781, p < .001, 95% CI, .716 to .846) and background information (κ = .775, p < .001, 95% CI, .706 to .843). Two 2(Culture: UK vs. HK) x 3(Ad type: identical, background-varied and foregroundvaried) analysis of variance (ANOVA) were conducted. Results support our assumption: UK participants elicited more comments on foreground information (M= 1.56, SD= 1.20) than HK participants did (M= 1.05, SD= 1.03; F(1, 219)= 11.80, p= .001, =.051), and HK participants elicited more comments on background information (M= 1.69, SD= 1.19) than UK participants did (M= 1.09, SD= 1.03; F(1, 219)=16.22, p<.001, =.069). There was no statistically significant main effect on ad type or any statistically significant interaction effect. Brand Recall For UK participants, we hypothesized that their selective attention towards focal objects would enable them more susceptible to changes in the foreground-varied ad conditions, but not in the background-varied ad conditions. Chi-squared analyses revealed that UK participants’ brand recall scores in foreground-varied condition (M=89.2%) was significantly higher than those in both background-varied (M=53.7%): X^2 (1, N=78) = 11.80, p<.001, ϕ =.39, and identical conditions (M=43.6%): X^2 (1, N=76) = 17.5, p<.001, ϕ =.48. There was no difference in brand recall between identical and background-varied conditions. Conversely, we hypothesized that both background- and foreground-varied ads would be equally effective for HK participants due to their holistic attention towards both foreground and background objects. Multiple chi-squared tests revealed that, HK participants’ brand recall scores in both foreground-varied condition (M=59.5.%) and background-varied condition (M=58.3%) were significantly higher than that in the identical condition (M=34.3.%; foreground-varied vs. identical,X^2 (1, N=72) = 4.57, p=.032, ϕ =.25; background-varied vs. identical, X^2 (1, N=71) = 4.13, p= .042, ϕ =.24). The difference between the two varied ad conditions was not significant. Brand Attitudes We hypothesized that HK and UK participants’ brand attitudes also differ to different extents in the three conditions, following a similar pattern found in measuring brand recall. Consistent with this, independent-sample t-tests on UK participants revealed that the mean scores for brand attitude in both foreground-varied ads condition (M= 4.64) was higher than that in both identical ads condition (M= 3.71; t=-4.09, p<.001, d=0.94) and background-varied ads condition (M=3.98; t=3.49, p=.001, d=0.80). No significant difference was found between the identical-ad condition and background-varied condition. For HK participants, results of t-tests revealed that the mean scores for brand attitude in both foreground-varied condition (M= 4.18) and background-varied condition (M=4.33) were both significantly higher than that in identical ads condition (M= 3.53; foreground vs identical: t=-3.19, p=.002, d=0.51; background vs identical: t=4.87, p<.001, d=0.80). No significant difference was found between the two varied ads conditions. Discussion This research provides supporting evidence that visual attentional biases initiated by cultural differences can moderate the effectiveness of ad variation. Specifically, for UK participants, ad variation appeared to be effective only in foreground-varied ads. Conversely, both foreground-varied and background-varied ads were effective for HK participants. These findings have both theoretical and managerial implications. To the best of our knowledge, it is the first cross-cultural research in the domain of ad variation. It addresses a gap in the ad variation literature, by identifying the moderating effect that cultural differences can have on the ad variation effect. This opens up new research directions including considering other forms of cultural variations (e.g., language) and cognitive differences (e.g., reasoning styles) to better understand individual differences in the domain of ad-variation. This study also offers insights for international marketers looking at tailoring their advertising strategies for different target audiences to maximize ad- and cost-effectiveness. Besides varying features that correspond to the intended consumer’s cognitive styles, marketers could also consider priming consumers’ cognitive styles when determining advertising strategies, as previous research has shown that consumers’ cognitive styles are relatively malleabile (Lin & Han, 2009). For example, when executing foreground-varied ads, inserting them into an article that could induce an analytic cognition (e.g., bibliography programs about a successful life story of a person) would be an effective strategy. This study has two main limitations. First, it only included data from nationals of the United Kingdom and Hong Kong. Non-cognitive cultural differences such as language and geographical mobility can affect cognitive styles (e.g., Rhode & Voyer, 2015). Future research should replicate and expand findings by looking at more countries (e.g., US, South Korea), with increased level of control on relevant non-cognitive crosscultural factors. Second, this study only looked at one hedonic product category: beer. Future research can replicate and expand findings, by looking at different product categories (e.g., utilitarian products, such as toothbrushes).

This paper examines the effects of narrowed social distance with celebrity endorsers (i.e., via close relationship categories) and their origin (i.e., local or international) on consumer evaluations towards their endorsed advertisements. It is proposed that employing a relational approach in celebrity endorsement where celebrities are framed as sociallyclose personae leads to increased attitudes toward the advertisement. A pilot test on actual advertisements and three laboratory studies show that the celebrity endorsement is more effective when the advertisement features the celebrities as socially-close personae than when they are more distant; and these effects are more pronounced when the celebrity is local than foreign. Finally, the study proposes that consumer self-referencing towards celebrities mediates these effects. Anchored on construal level and social identity theories, implications on relational approach in celebrity endorsements and on international marketing communications are discussed complementarily with Asian culture inherently subscribing to relational celebrity endorsements.