Believing in change: The role of implicit theory on consumer's perception of the brand's corporate social responsibility message

With the sustainable consumption paradigms, corporate social responsibilities (CSR) across industries have been under scrutiny. However, little research exists on how brand's business model and consumers' characteristics are intertwined to influence CSR evaluation. Our study aims to examine how the brand type (e.g., fast vs. slow business model) influences the relationships among CSR-brand fit, authenticity, and skepticism, thus improving attitudes toward the brand. In addition, based on the implicit theory, how the consumer's incremental mindset (vs. entity) influences a brand's CSR evaluations are studied. Through two studies, our findings demonstrate consumers perceived a higher CSR-brand fit for the slow fashion/food brand than the fast fashion/food brand. A higher CSR-brand fit heightened the CSR authenticity and alleviated skepticism, which in turn resulted in positive brand evaluations. Importantly, incremental mindsets weakened the effect of brand type on CSR-brand fit. As one of the first studies to examine the relationship between consumers' implicit theory orientation and a brand's CSR message, our findings demonstrate that an incremental mindset is a powerful consumer characteristic in evaluating a brand's CSR activities that are less congruent with the brand's established business model.     

Impact of consumers' corporate social responsibility‐related activities in social media on brand attitude,electronic word‐of‐mouth intention,and purchase intention: A study of Chinese consumer behavior

This study examines how consumers' corporate social responsibility (CSR)‐related activities in social media affect their responses to brands. We defined consumers' CSR‐related activities in social media as the extent to which consumers use social media to engage in CSR communication by companies. An online survey was conducted to examine social media users in China, the largest consumer market in today's global economies. This study developed a theoretical model and empirically tested the relationships between consumers' CSR‐related activities in social media, identification with the brand, and three consumer behavior outcomes: electronic word‐of‐mouth (eWOM) intention, brand attitude, and purchase intention. The results suggested that consumers' CSR‐related activities in social media significantly impacted eWOM intention and purchase intention through enhancing identification with the brand and positive brand attitude. This study provides important insights on consumer behavior and CSR by investigating social media, an important and emerging marketing platform. Moreover, this study fills in the research gap about the association between consumers' CSR‐related activities in social media and their responses to brands. Theoretical and managerial implications for CSR strategies in social media are discussed.     

Acceptance factors of Zara's shopping app among fashion consumers during COVID-19

Online sales in the textile sector are undergoing a comprehensive renewal process as a result of COVID-19. This article analyzes how the pandemic has influenced the ZARA brand in its sales channel through its mobile application (app). This analysis has been carried out through the development of a UTAUT 2 model into which the constructs of Corporate Social Responsibility (CSR) and Design have been incorporated. Based on a sample of 736 Spanish people, an anonymous online questionnaire was distributed, and the responses were modeled using structural equations with Smart-PLS. From the results obtained and their interpretation, it is evident how, when purchasing textile products through the app, consumers are indifferent to the CSR of the brand, while design, ease of condition, and habit are shown as the elements that exert the greatest influence on the buyer. Despite being a growing trend within companies, the importance of CSR actions is not yet a determining factor in the intention to use fashion apps. Perhaps in a situation of uncertainty, consumers seek refuge in a well-known brand, without assessing whether the company is aligned with the interests of its environment. In times of COVID-19, users have changed their shopping habits, directly influencing online shopping. But what are the acceptance factors of these apps during this COVID-19 era? For this study, we have analyzed the ZARA fashion app through a sample of users in Spain, where the app has a higher number of active users.     

The effect of brand anthropomorphism,brand distinctiveness,and warmth on brand attitude: A mediated moderation model

Brand anthropomorphism is one of the most widely used marketing strategies, and numerous studies have confirmed the positive effect of anthropomorphism on consumers' brand attitude. However, anthropomorphism does not always produce positive effects in particular conditions. This study focuses on the interaction effect of brand anthropomorphism and brand distinctiveness on brand attitude and tests the mediating effect of warmth and competence using the Stereotype Content Model. The results of two experiments show that brand anthropomorphism positively predicts consumers' brand attitude, and brand position (distinctiveness vs. popularity) moderates this relationship. Anthropomorphism may improve consumers' attitudes when the brand is positioned to be popular but has no effect on consumers' attitudes when the brand is positioned to be distinctive. Additionally, warmth (not competence) mediates the interaction effect of anthropomorphism and brand position on brand attitude. This study expands the extant knowledge on anthropomorphism and stereotypes in the field of consumption psychology and provides marketers with more rational strategies when applying anthropomorphism in marketing campaigns.     

Aha over Haha: Brands benefit more from being clever than from being funny

We examine whether the cleverness of a brand's humor attempt affects consumers' brand attitudes and engagement. A clever humor attempt is any humor attempt wherein the consumer feels she must make mental connections to solve the joke (e.g., understand a cultural reference, understand the dual meaning of a pun). Across five studies, we demonstrate that as the cleverness of a humor attempt increases, consumers report higher brand attitudes and are more engaged with the brand. This effect is mediated by perceptions of brand warmth and competence and moderated by consumers' need for cognition.     

Can a pandemic make people more socially conservative? Political ideology,gender roles,and the case of COVID-19

The first months of 2020 rapidly threw people into a period of societal turmoil and pathogen threat with the COVID-19 pandemic. By promoting epistemic and existential motivational processes and activating people's behavioral immune systems, this pandemic may have changed social and political attitudes. The current research specifically asked the following question: As COVID-19 became pronounced in the United States during the pandemic's emergence, did people living there become more socially conservative? We present a repeated-measures study (N = 695) that assessed political ideology, gender role conformity, and gender stereotypes among U.S. adults before (January 25–26, 2020) versus during (March 19–April 2, 2020) the pandemic. During the pandemic, participants reported conforming more strongly to traditional gender roles and believing more strongly in traditional gender stereotypes than they did before the pandemic. Political ideology remained constant over time. These findings suggest that a pandemic may promote the preference for traditional gender roles.     

COVID-19 attitudes,cognitions, and behaviors in association with personal ideology and social media exposure: Findings from emerging adults in the Southern United States

In the U.S., the COVID-19 pandemic has been highly politicized and has been the subject of large-scale media misinformation. Personal ideologies—including religiosity and political leanings (i.e., conservative, liberal)—have heavily guided responses to the pandemic, particularly in the Southern United States. However, microenvironments like Southern U.S. universities provide a unique perspective into the juxtaposition of larger societal conservatism and the liberalism associated with higher education. In the current study, we examined Southern university students' political beliefs, religiosity, and social media exposure in association with their COVID-19 attitudes, cognitions, and behaviors. Participants' political beliefs were associated with their COVID-19 concern, myth acceptance, vaccination status, and likelihood to receive a future vaccination. Religiosity and social media exposure were more nuanced. Future research into personal ideologies as emerging adults develop their independent identities away from their parents, and how this process can impact health behaviors, is needed.     

Anthropomorphizing brands: The role of attributed brand traits in interactive CSR communication and consumer online endorsements

Consumers tend to relate to brands in similar ways as they relate to individuals and groups. However, relatively little is known about the attribution of human traits to brands in online contexts. The current research focused on the role of attributed brand traits in interactive corporate social responsibility (CSR) communication and positive electronic word‐of‐mouth intentions. Results of an online survey (N = 174) revealed that higher levels of perceived interactivity were associated with stronger attributions of morality, sociability, and competence traits to brands. Yet only attributed brand morality was associated with consumers' willingness to endorse the brand and its CSR message on social networking sites. These findings underline the importance of brands' openness to dialogue regarding the promotion of CSR activities. Furthermore, these findings suggest that consumers are most likely to feel that brands can represent their identity when brand morality is considered to be high.     

Affective geographies in pandemic times: An intersectional analysis of women's wellbeing in Aotearoa New Zealand

This article builds upon and extends a growing body of literature focused on how the pandemic has shifted human relations with space, place, and wellbeing. Working at the intersection of pandemic and feminist geographies, we focus on how the reconceptualizing of familiar spaces and places during the COVID-19 pandemic impacted women's embodied, affective, and subjective experiences of wellbeing. Drawing upon interviews with 38 women from diverse socio-cultural backgrounds living in Aotearoa New Zealand during the first two years of the COVID-19 pandemic, we detail the emergence of different spatial arrangements and affective relations with familiar spaces and places (i.e., domestic, nature, and digital spaces). We then explain how these emergent affective and spatial relations prompted new understandings of wellbeing. The article also highlights the multiplicities of women's subjective experiences of wellbeing as shaped by their varied socio-cultural positionings in relation to pandemic geographies.     

Positive and Negative Peace as Predictors of Pandemic Preparedness: Evidence from a Micro- and Macro-Level Investigation During the Onset of the COVID-19 Pandemic

The COVID-19 pandemic has generated unprecedented human loss and financial difficulties worldwide. In line with recent calls for social sciences to help collective efforts to address COVID-19, we investigated the link between peace and pandemic preparedness, advancing the literatures on negative (i.e., absence of direct violence) and positive peace (i.e., absence of structural violence and presence of equality) and governments' crisis preparedness as well as crisis relief efforts. Two studies tested whether both positive and negative peace predict pandemic preparedness, operationalized as COVID-19 tests, cases, and positivity rates, during the onset of the pandemic. Study 1 did so at the national level across 155 countries; Study 2 did so at a local level, across 3144 counties within the United States. Even after controlling for population size, population density, GDP, and amount of air travel, higher levels of both negative and positive peace predicted a greater number of COVID-19 tests per one million people, fewer overall COVID-19 cases, and a lower positivity rate. These findings point to the possibility that by promoting peace, governments and the international community could potentially become better prepared to handle future pandemics and other crises.     

Compliance in crisis: Concern,trust and distrustful complacency in the COVID-19 pandemic

Two studies tested a distrustful complacency hypothesis, according to which either concern or political trust would be enough to sustain law-abiding attitudes and compliance with health-protective policies during the COVID-19 pandemic; but the absence of both concern and trust would result in markedly lower support and compliance. Study 1 supported this hypothesis with NatCen nationally representative sample of Great Britain (N = 2413; weighted regression analyses), focussing on law-abiding attitudes. Study 2 (preregistered) replicated these findings with a representative sample (N = 1523) investigating support for COVID-19 policies and compliant behaviour. Participants who were less concerned about the consequences of the pandemic (for themselves and for others) and simultaneously less trustful of the government expressed weaker law-abiding attitudes and reported less compliance with COVID-19 restrictions. These findings have implications for policy and public health strategies in time of crisis.     

Perceived COVID-induced racism and contextual predictors of fear and psychological distress among Black men

The present study examined if Black men's perceptions of COVID-induced racism (i.e., the extent to which racism increased during the beginning months of the COVID-19 pandemic) were associated with their reported fear of COVID-19 and psychological distress. Self-report COVID-related variables and psychological distress data from 231 Black men in the U.S. were analyzed alongside archival percentages of confirmed cases and deaths by participants' county at the time of participation. Hierarchical regressions identified perceptions of COVID-induced racism as a significant predictor of Black men's psychological distress over and above contextual (e.g., county-level COVID-19 case %) and individual-level predictors (i.e., perceived race-related infection risk and self-reported COVID-related stressful life events). This work contributes to the growing literature on health inequities during the COVID-19 pandemic with a snapshot of Black men's experiences during the COVID-19 and racism pandemics of 2020 in the U.S.     

Did COVID-19 really change our well-being? It's up to meaning in life: Evidence from two longitudinal studies

Since the outbreak of COVID-19, copious studies have explored whether and how COVID-19 has changed individuals' well-being. However, research has revealed mixed and inconsistent findings on this topic, with some suggesting that the pandemic hampered well-being, and others showing non-significant or even opposite patterns. Yet, little is known about what psychological factors could explain such discrepancies. The present study aims to fill this gap by proposing meaning in life (MIL) as a key moderator of the changes in well-being following the pandemic. Two studies reported here (total N = 19,828), which took within-person longitudinal approaches comparing subjective well-being (SWB; hedonic well-being) and psychological well-being (PWB; eudaimonic well-being) before and during COVID-19 (Study 1: 2018, 2019 vs. 2020, 2021; Study 2: 2019 vs. 2021), provided empirical evidence supporting our theoretical claims. Specifically, we found significant moderative effects of MIL in both studies, such that individuals who held a higher MIL amidst COVID-19 experienced an increase in SWB as well as PWB. In stark contrast, the two indicators of well-being declined over time among those who possessed a lower MIL during the pandemic. Overall, our results suggest that MIL serves as one of the significant moderators of the changes in well-being following COVID-19, which may address the previous conflicting findings in this field.     

Consumer intention to purchase and corporate social responsibility: Evidence from an experiment in an entrepreneurial context

Previous research has addressed the effects of corporate social responsibility (CSR) initiatives on consumer purchase intention (CPI). However, most of the empirical evidence is based on the analysis of mature large-scale firms; much less examines the effects of CSR initiatives on CPI in entrepreneurial contexts. In this study, we address this gap by investigating whether entrepreneurial start-ups' declaration of CSR engagement affects consumers' purchasing intent. We assert that consumers may consider firms' CSR engagement as a signal for unobserved product quality. We exploit a vignette experimental approach to test our theoretical predictions. In our experiment, participants received online invitations to subscribe to an electronic catalog that advertised various products supplied by entrepreneurial start-ups. The invitations are of five types, some of which presenting different CSR-related information on the suppliers to the participants. Overall, we find that the displayed information on CSR engagement promotes participants' willingness to subscribe to the electronic catalog, indicating that consumers will increase their purchase intentions for ethically oriented suppliers. Moreover, we find that among all the initiatives, external CSR initiatives (social contribution and environmental responsibility) promote consumers' intentions to purchase most effectively. To the best of our knowledge, our study is the first to explore the effects of different CSR initiatives on entrepreneurial start-ups in entrepreneurship literature. We highlight the heterogeneous effects of CSR initiatives on CPI, contributing new insights to research on CSR and consumer behavior.     

Difficulties,uncertainty, and opportunity: The experience of the COVID-19 pandemic by early to late adolescence in the Czech Republic

The pandemic created an unfamiliar situation for adolescents, especially within the school context. Drawing on the theory of cognitive appraisal, according to which people evaluate the benefit, harm, and threat of a certain event, this study explored Czech adolescents' experiences of the COVID-19 pandemic. We conducted six focus groups with early (11–12 years), middle (14–15 years), and late (18–19 years) adolescents. Using thematic analysis, we identified three themes—pandemic as difficulties, uncertainty, and a (un)seized opportunity. While some younger participants initially perceived the pandemic as exciting, others struggled immediately with isolation, online learning, and disrupted daily activities. The feelings of distressing uncertainty, but also the appraisal of the pandemic as an opportunity to utilize free time differently, which in some cases faded over time, prevailed among late adolescents. This study captured the effects of the pandemic and its appraisals on adolescents' subjective well-being and the shift in the thinking of early and late adolescents.     

From model minority to yellow peril: How threat perceptions and disgust predict anti-Asian prejudice during COVID-19

During the COVID-19 pandemic, hate crimes against Asians sharply increased in the United States. We investigated whether the threat of contracting COVID-19 and specific negative emotions (disgust, anxiety, fear, and anger) regarding COVID-19 predicted anti-Asian prejudice in a 3-wave longitudinal study of non-Asian American adults (N = 486) in the early days of the pandemic in 2020. In all 3 timepoints, participants who believed that they may have already contracted COVID and those who expressed greater disgust reported more anti-Asian attitudes, evaluated Asians as less than human, tolerated anti-Asian prejudice, and blamed Asians for spreading COVID-19. In a well-fitting longitudinal path model, we found longitudinal evidence for these associations, such that the belief that one had already contracted COVID-19 in March 2020 predicted greater disgust one month later, in April 2020, which in turn predicted greater anti-Asian prejudice in May 2020.     

Similar minds in the family: COVID-19 centrality and relationship quality

We examined whether perceived similarity in COVID-19 centrality (i.e., the extent to which one thinks of the pandemic as shaping current and future life) is associated with family relationship quality during the pandemic. Thinking that other family members are similar to oneself regarding the pandemic's centrality may improve the quality of family relationships. We collected data from Turkish family triads (i.e., mother, father, 18–25 years old child) and had 481 participants from 180 families. Participants rated their similarity in COVID-19 centrality with the other two family members and reported the general and daily quality of their relationship with them (relationship satisfaction, closeness, conflict). We analyzed the data using the Social Relations Model. We found that family members who, on average, perceived more similarity in COVID-19 centrality reported higher levels in positive attributes of general relationship quality (i.e., satisfaction and closeness). The effects on conflict and daily relationship quality were less conclusive. This research confirms that family members' reactions during the COVID-19 pandemic are interdependent. Perceiving that other family members are of similar minds about the centrality of the pandemic relates positively to some aspects of relationship quality.     

Goal disruption during COVID-19: Reimagining goals during a global pandemic

The COVID-19 pandemic has been a major source of professional and personal disruption and has had both direct and downstream consequences on almost every aspect of peoples' lives, including their personal goal pursuits. In the face of unexpected hardships and obstacles, people have had to find new paths to goal achievement. In the present work, we examined whether difficulty adjusting goal pursuit during the global disruption of the COVID-19 pandemic is related to negative affective, cognitive, and behavioral goal-related outcomes. Across two studies, we found that people who had more difficulty adjusting their goal pursuit during the pandemic experienced more negative feelings toward their goals, were less satisfied with the status of their goals, and were less likely to actually achieve their goals. Moreover, individual differences in planning tendencies, need for predictability, general adaptability, and perceived pandemic disruption were related to more difficulty adjusting goal pursuit. This work demonstrates the importance of flexibility in the face of setbacks and obstacles, especially during times of disruption and uncertainty.     

Disruptive pandemic effects on telecommuters: A longitudinal study of work–family balance and well-being during COVID-19

We examined the disruptive influence of COVID-19 pandemic rates in the community on telecommuters' satisfaction with balancing their work and family roles and consequently their well-being. Utilizing event system theory and adaptation theory, we proposed that the rate of increase in proportion of confirmed COVID-19 cases in telecommuters' residential communities would predict a lower rate of increase in their satisfaction with work–family balance over time, thereby indirectly influencing two key aspects of well-being—emotional exhaustion and life satisfaction. Results from latent growth curve modeling using objective community data, as well as survey responses from a three-wave (N = 349) panel study of telecommuters in the United States, indicated that rate of increase in the proportion of confirmed COVID-19 cases in communities was negatively associated with the rate of increase in satisfaction with work–family balance, which translated into decreasing levels of well-being over time. We discuss the theoretical and practical implications of these findings.     

Behavioral extremity moderates the association between certainty in attitudes about COVID and willingness to engage in mitigation-related behaviors

People generally intend to act more on beliefs and attitudes about which they have greater certainty. However, we introduce a boundary condition to the positive association between certainty and behavioral intentions—behavioral extremity. Uncertainty about a threatening issue like COVID-19 can be disconcerting, and we propose that uncertain people cope in part through increased openness to extreme actions like accepting risky medical treatments and aggression toward those defying mitigation policies. Testing this, we compiled and analyzed all the data on certainty about COVID-19 mitigation policies and willingness to engage in mitigation-related behaviors that our lab collected during the pandemic (6 samples, 20 behaviors, Ns up to 1496). External ratings of the behaviors' extremity moderated certainty-willingness associations: whereas greater certainty was associated with increased willingness to engage in moderate behaviors (the typical result), lower certainty was associated with increased willingness to engage in extreme behaviors, especially among those worried about becoming ill.