The Impact of Regulatory Focus and Temporal Distance on Evaluation of Online Consumer Reviews

As a form of electronic word-of-mouth (eWOM), online consumer reviews have been regarded as one of the most influential sources of information transmission that directly affects consumers\u27 product evaluations and purchase decisions (Doh & Hwang, 2009). By integrating regulatory focus theory (Higgins, 1997) and construal level theory (Liberman & Trope, 1998), this study aims to investigate whether the persuasive effects of self-regulatory focused reviews vary as a function of temporal distance. A lab experiment was conducted to exam the hypotheses and a total of 219 undergraduate students at a large Midwestern university participated. The findings showed that the prevention-focused reviews resulted in more favorable attitude toward the reviews than the promotion-focused reviews in the near future condition. However, there was no significant differences in review attitude between prevention-focused reviews and promotion-focused reviews in distant future condition. Theoretical and practical implications for marketing practitioner in apparel industry are discussed

Green Apparel Advertising: Does It Need to Move toward a Product-led Approach?

Using Banerjee et al.\u27s (1995) green advertising criteria as a framework, this study examines how Green Apparel Advertising Potency (GAAP) can be achieved. Possibilities emerge from extensive content analysis of leading marketing journals (1996 to 2016) and empirical analyses of four main attributes from various ad types: environment, product, lifestyle, and humanism. Environment attribute includes environmental benefit and nature harmony. Product attribute includes apparel quality, apparel uniqueness, and well-being benefit. Lifestyle attribute includes lifestyle compatibility, meaningfulness, and self-discovery. Finally, humanism attribute includes ethicality, humanitarian benefit, compassionate love, and connection to others. We propose a consumer response framework for Green Apparel Advertising Potency (GAAP) to outline essential elements of effective green ads. Using eight different types of green apparel ads, these elements are analyzed to develop a decision tree predictive model that determines optimum combinations of attributes. The findings indicate that the functional product attribute of apparel quality is the primary factor that can elevate Green Apparel Advertising Potency (GAAP)

Law Enforcement Officers’ High-Visibility Safety Apparel: The Effect of Their Attitudes on Wearing Behavior

High-Visibility Safety Apparel (HVSA) is classified as personal protective clothing that provides visual conspicuity to reduce the risk of fatality or injury from traffic road crashes (ANSI/ISEA 107-2010). Traffic increases every year, which leads to more congestion and to greater risks to law enforcement personnel. Conditions at dawn, dusk, night and during inclement weather further increase the risks

Altercentric versus Egocentric \u27Green Jeans\u27 Advertising: Impact on Dual Emotional Warmth

This study presents theoretical and empirical analyses of altruism, egoism, and impure altruism and explains the role of emotional warmth in purchasing green jeans

Clustering of Nodes in Layered-Tree Topology for Wireless Sensor Networks

Wireless sensor network is composed of a large number of sensor nodes of limited energy resource. The node clustering approach can improve the scalability and lifetime of wireless sensor network. In this paper we propose a novel node clustering protocol based on layered-tree topology for self-organizing distributed wireless sensor networks. It decides optimal number of clusters by employing a new approach for setting threshold value, including the probability of optimum number of cluster-heads and residual energy of the nodes. We also introduce a new scheme for layered-tree construction in each cluster. As a result, the proposed scheme can significantly improve the energy efficiency of the network and increase its lifetime. Computer simulation shows that the proposed scheme effectively reduces and balances the energy consumption of the nodes, and thus significantly extends the network lifetime compared to the existing schemes