Perceived brand authenticity: Examining the effects of inferred dedication and anticipated quality on consumers' purchase intentions and actual choices

This research investigates both the downstream effect of perceived brand authenticity on consumers' actual, consequential choice and the important role of inferred brand dedication in the relationship between perceived brand authenticity, anticipated quality, and purchase intentions. We also investigate the interactive effect of two source-related factors—intrinsic motivation and congruity—on consumers' brand authenticity perceptions. We present findings from three studies using different product categories (utilitarian/consumable: hand sanitizer; hedonic/consumable: chocolate; hedonic/non-consumable: sunglasses). Study 1 shows that consumers use information regarding the intrinsic motivation of those behind the brand and congruity between the brand's actions and what it represents to consumers when forming brand authenticity perceptions and that intrinsic motivation and congruity interact to increase authenticity perceptions. We anticipate that consumers' positivity toward brands perceived as authentic will extend to actual choice through anticipated quality. Study 2 demonstrates that consumers choose authentic brands over inauthentic brands above what chance would dictate and anticipated quality can forecast this choice. Next, we extend our collective process knowledge by exploring an underlying reason why consumers anticipate that brands presented through marketing communications as authentic will have higher quality. We suggest that when managers present brands as authentic, consumers infer greater dedication of those behind the brand and inferred dedication influences anticipated product quality. Study 3 provides support and uncovers a serial mediation process, highlighting the importance of inferred dedication. Specifically, perceived brand authenticity increases consumers' brand dedication inferences, which in turn increases anticipated product quality, and ultimately purchase intentions.     

Differences in the importance of romantic structures among transgender and cisgender adults during the COVID-19 pandemic

The stressors of the global COVID-19 pandemic have led to an increased need for support. For adults, romantic relationships often represent an environment of emotional support and stability; as such, attitudes toward—and particularly the importance of—romantic relationships may have shifted as a result of the pandemic. The present cross-sectional study explores how U.S. transgender (n = 99) and cisgender people (n = 1886) report whether they have perceived a change in their feelings about the importance of long-term romantic structures (i.e., committed relationships, monogamy, cohabiting with a romantic partner, and marriage) as a result of the COVID-19 pandemic. Results found that transgender people reported a more positive perceived change in importance placed on all four romantic items relative to cisgender people. Different forms of stress (e.g., social, financial, health) associated with the COVID-19 pandemic may have contributed to an increased need, and subsequent desire, for social connection and support in the form of romantic relationships among transgender individuals to a greater extent than cisgender individuals, perhaps in part due to the additional layers of stress transgender people must navigate. Results are discussed through the lens of the minority stress framework.     

Social cohesion predicts COVID-19 vaccination intentions and uptake

COVID-19 vaccination is widely regarded as an individual decision, resting upon individual characteristics and demographic factors. In this research, we provide evidence that psychological group membership, and more precisely, social cohesion—a multidimensional concept that encompasses one's sense of connectedness to, and interrelations within, a group—can help us understand COVID-19 vaccination intentions (Study 1) and uptake (Study 2). Study 1 is a repeated-measures study with a representative sample of 3026 Australians. We found evidence that social cohesion can be conceptualised as a multidimensional structure; moreover, social cohesion at Wave 1 (early in the COVID-19) predicted greater vaccination intention and lower perceived risk of vaccination at Wave 2 (4 months later). In Study 2 (a cross-sectional study, N = 499), the multidimensional structure of social cohesion was associated with greater uptake of vaccine doses (in addition to willingness to receive further doses and perceived risk of the vaccine). These relations were found after controlling for a series of demographic (i.e., sex, age, income), health-related factors (i.e., subjective health; perceived risk; having been diagnosed with COVID-19), and individual differences (political orientation, social dominance orientation, individualism). These results demonstrate the need to go beyond individual factors when it comes to behaviours that protect groups, and particularly when examining COVID-19 vaccination—one of the most important ways of slowing the spread of the virus.     

The concept of the fully functioning person

Conclusion Here then is my theoretical model of the person who emerges from therapy—a person functioning freely in all the fullness of his organismic potentialities; a person who is dependable in being realistic, self-enhancing, socialized and appropriate in his behavior; a creative person, whose specific formings of behavior are not easily predictable; a person who is ever changing, ever developing, always discovering himself and the newness in himself in each succeeding moment of time. This is the person who in an imperfect way actually emerges from the experience of safety and freedom in a therapeutic experience, and this is the person whom I have tried to describe for you in pure form.My purpose has not been to convince you of the correctness of this view. Indeed I would have to confess that I have written this paper primarily for my own satisfaction, to clarify the thoughts which have been stirring in me. But if this presentation causes you to formulate your view of the person who emerges from therapy, or enables you to point out flaws in my own thinking which I have not yet seen, or arouses in you the desire to put to objective test either this picture or one which you paint for yourself, then it will have fully served both its primary and its secondary purpose.Reprinted by permission from Psychotherapy: Theory, Research and Practice, Vol. 1, No. 1, August, 1963.     

Determinants of Condom Use Among High-Risk Heterosexual Adults: A Test of the Theory of Reasoned Action1

The research presents tests of traditional and augmented versions of Fishbein and Ajzen's Theory of Reasoned Action (TRA), applied to condom use among adult clients of a sexually transmitted disease clinic. In a longitudinal survey, predictor variables suggested by Ajzen and Fishbein (1980), plus gender and condom use self-efficacy, were measured at Time 1. Condom use at Time 2, 3 months later, was regressed onto these variables. The traditional TRA worked well to predict condom use intentions and behavior. Support was also found for inclusion of gender and self-efficacy in the prediction of intention to use condoms, but not behavior. Implications for interventions to increase condom use among those at high risk for AIDS and other STDs are discussed.