Firms frequently use message prompts to influence consumer decision-making and behavior. However, research on the boundary conditions and mechanisms driving the effects of these prompts remains limited. The present research investigates how perceived self-control and dialectical thinking influence the effectiveness of message sidedness (one-sided vs. two-sided messages) on sustainable behavioral intentions. Across the experiments, we found that two-sided message prompts were more effective for consumers with high self-control. The interaction between message sidedness and self-control was serially mediated by perceived trust towards the message prompts and the platform. Additionally, dialectical thinking enhanced consumers' perceived trust in two-sided message prompts, further boosting sustainable behavioral intentions. These findings contribute to a better understanding of prompt effectiveness and offer practical guidance for firms, platforms, and policymakers on promoting sustainable consumption more effectively.

Existing studies mainly focus on highlighting the positive impact of product transformation salience on low-touch products, and few studies explore how to alleviate and reverse the negative impact of product transformation salience on high-touch products. Based on evidence that product transformation salience leads consumers to aversion to high-touch products and ultimately reduce consumption intentions(Study 1), the article examines the moderating effects of consumption patterns and information representations through two experiments(Study2&3). There search results show that compared with the possession-based consumption model, the access-based consumption model can reduce the disgust caused byproduct transformation salience, thereby increasing the willingness to consume high-touch products(Study 2). In addition, compared with negative information representations, neutral information representations are beneficial to reduce the disgust caused byproduct transformation salience, thereby increasing the willingness to consume high-touch products(Study 3). The findings of this research have strong practical significance for companies producing high-touch products in terms of the scenarios in which they adopt product transformation salience strategy and how they can better articulate product transformation salience to convey the company's environmental responsibility, and thus enhance the marketing performance of their eco-friendly products.

Although digital transformation is usually associated with technology, it is fundamentally a marketing concept. However, the role of marketing departments in enterprise digital transformation has been rarely studied. Based on the data of Chinese Shanghai and Shenzhen A-share listed firms from 2011 to 2020, this study examines the mechanisms underlying the impact of sales force investment on enterprise digital transformation. The empirical study indicates that: firstly, there is an inverted U-shaped relationship between sales force investment and digital transformation; secondly, the process analysis of digital transformation indicates that the inverted U-shaped relationship between sales force investment and digital transformation will be weakened when the government digital attention is low, marketing absorptive capacity is high, financial flexibility is high; thirdly, the impact mechanism reveals that the relationship between sales force investment and digital transformation is partial mediated by corporate competition orientation and risk-taking level. This paper provides new insights for understanding the important role of marketing department in promoting the development of digital economy in the digital era. 

The development of digital technology has made virtual visual elements prevalent. This study aims to investigate the impact of virtual visual elements on consumers' creativity and their propensity to adopt new products and elucidate the underlying psychological mechanisms through three online experiments and a field experiment. Experiment 1 demonstrated a significant improvement in consumers' performance on a creativity task after exposure to virtual visual elements compared to real ones. Experiment 2 utilized a moderation-based approach to explore the psychological mechanism of this effect. It was found that real visual elements could also enhance consumers' creativity when a nontraditional mindset was activated. However, in the control group, only virtual visual elements positively impacted creativity. Experiment 3 extended the main effect of virtual visual elements on enhancing creativity to consumer decision-making. The results showed that virtual visual elements could significantly enhance consumers' willingness to adopt new products, and the mediating effect of a nontraditional mindset was directly measured and tested. Experiment 4 demonstrated the effect of virtual visual elements on new product adoption in a field setting and the results suggested that viewing virtual(vs. real)visual elements increased real choice of the new product. The present re- search provides important insights into visual design, creativity, and valuable marketing implications for enterprises promoting new products.

Power emotion is a kind of appeal strategy widely used in the context of medical donation, but the research in the academic field is still scarce. This paper explores the influence and mechanism of different types of power emotional appeals on donation intention through three studies. The research finds that both types ofpower appeals have the positive impact on donation intention, but self-power appeals mainly improve individual donation intention through anticipated guilt, while others- power appeals mainly improve individual donation intention through perceived self-help. Individuals with low power show the preference for self-power appeal, while individuals with high power show the preference for others-power appeal. This paper not only enriches the theoretical research on emotional appeals in the field of donation, but also provides medical fundraising websites with practical significance.

Sociological research has found that personal names can trigger individuals'  stereotypes. For example, people often associate“Jianguo”with the 1950s. Do consumers project stereotypes about birth years onto brands containing these names?  Does perceived brand age further influence consumers' preferences for the corresponding brands? Therefore, this paper explores in detail the underlying mechanism of how brand age cues(popular personal names) affect consumers'  perception of brand age and brand preferences through five sub-studies. The results show that consumers are indeed influenced by stereotypes about the birth years of popular personal names when purchasing everyday goods. Consumers generally have more positive preferences for brands perceived to be older, and this effect diminishes when the objective age of the enterprise is known. Compared to modern products, traditional products named after older personal names bring consumers higher perceived competence and warmth. In addition, brands named after older personal names have positive influence on consumers with lower innovativeness, but this conclusion does not hold for consumers with higher innovativeness. The research findings can provide theoretical insights and practical reference for companies in making decisions on brand naming and brand extension. 

Customer concentration is an important factor that affects enterprise innovation. However, there is no consensus on whether customer concentration promotes or inhibits enterprise innovation. This study employs a meta-analysis method to quantitatively integrate the existing research and clarifies the impact of customer concentration on enterprise innovation by distinguishing between innovation inputs and innovation outputs. Meanwhile, based on resource  dependence theory (RDT) and organizational learning theory (OLT), this study examines the boundary conditions under which customer concentration exerts stronger (or weaker) impacts on enterprise innovation. By re-analyzing 38 empirical studies containing 72 observations of effect sizes, this study finds that customer concentration has negative impacts on both innovation inputs and innovation outputs. In addition, the negative effect of customer concentration on innovation inputs is strengthened in small and medium-sized enterprises (SMEs) and in financially sound enterprises. Moreover, the negative impact of customer concentration on innovation outputs is stronger in mature enterprises and enterprises with better prior financial performance. Finally, the results not only reconcile the debate of the existing literature, but also deepen the understanding of the mechanisms and pathways of how customer concentration affects enterprise innovation inputs and innovation outputs.

Increasing attention has been devoted to individual or household energy conservation in theprivate sector; however, there remains a gap in addressing the promotion of active energy conservation among energy users in group settings. To assess the effectiveness of information feedback strategies in motivating group users to save electricity, an 18-week field-controlled experiment was conducted. In view of the difference in energy-saving motivation, three experimental groups (economic feedback, abstract environmental feedback, and concrete environmental feedback) were established. A no-intervention control group was also included to evaluate the efficacy of the intervention strategies in promoting electricity conservation. Based on the real electricity consumption data collected from occupants via the power system, the PSM-DID method was employed to analyze the electricity-saving effects of the three intervention strategies. Results indicate that both the economic feedback and concrete environmental feedback groups significantly fostered active electricity conservation among group users. Among them, the economic feedback group exhibited the most substantial power-saving effect (14. 4%), followed by the concrete environmental feedback group (6. 2%), whereas the abstract environmental feedback group showed no significant deviation from the control group. Long-term effect testing of the intervention strategies further revealed sustained energy-saving effects in both the economic feedback and concrete environmental feedback groups even after cessation of the intervention. Notably, the concrete environmental feedback has better electricity-saving after the intervention stopped, which proves its long-term efficacy. Furthermore, the study identified that population heterogeneity influences the power-saving effects of different intervention strategies.