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University of Texas Rio Grande Valley

2021

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Full-Text Articles in Business

License To Heal: Understanding A Healthcare Platform Organization As A Multi-Level Surveillant Assemblage, Handan Vicdan, Mar Pérezts, Asım Fuat Fırat Dec 2021

License To Heal: Understanding A Healthcare Platform Organization As A Multi-Level Surveillant Assemblage, Handan Vicdan, Mar Pérezts, Asım Fuat Fırat

Management Faculty Publications and Presentations

Platform organizations bring renewed attention to power disparities and risks in the rise of surveillance capitalism. However; such critical accounts provide a partial understanding of the complexity of surveillance phenomena in such shifting socio-technical and digital environments.The findings from a netnographic investigation of a healthcare platform organization, PatientsLikeMe, unravel how platforms become the locus where multi-level flows of surveillance converge, thereby constituting what we identify as a surveillant assemblage. We develop a comprehensive approach for understanding how platforms constitute a dynamic crossroads of micro-, meso- and macro-surveillance phenomena within and beyond the online communities they create.This study highlights this surveillant …


Living Up To Your Codes? Corporate Codes Of Ethics And The Cost Of Equity Capital, Hong Kim Duong, Marco Fasan, Giorgio Gotti Dec 2021

Living Up To Your Codes? Corporate Codes Of Ethics And The Cost Of Equity Capital, Hong Kim Duong, Marco Fasan, Giorgio Gotti

School of Accountancy Faculty Publications and Presentations

Purpose

Previous literature provides mixed evidence about the effectiveness of a code of ethics in limiting managerial opportunism. While some studies find that code of ethics is merely window-dressing, others find that they do influence managers' behavior. The present study investigates whether the quality of a code of ethics decreases the cost of equity by limiting managerial opportunism.

Design/methodology/approach

In order to test the hypothesis, the authors perform an empirical analysis on a sample of US companies in the 2004–2012 period. The results are robust to a battery of robustness analyses that the authors performed in order to take care …


Media As Other Information For Fundamental Valuation, Jiajia Fu, Jingran Zhao Dec 2021

Media As Other Information For Fundamental Valuation, Jiajia Fu, Jingran Zhao

School of Accountancy Faculty Publications and Presentations

The media is an important information intermediary. We investigate the informational role of the media by examining whether media content, measured by the sentiment of news articles, contains information about a firm’s fundamental value beyond that conveyed in earnings, book value, and analyst forecasts. We show that incorporating media content into Ohlson’s (1995) residual income model generally improves its ability to predict future residual income, explain current stock prices, and predict future stock prices. Our results are strengthened when media coverage is higher and when media sentiment is more dispersed


Exempting Battery Electric Vehicles From Traffic Restrictions: Impacts On Market And Environment Under Pigovian Taxation, Xu Hu, Zhaojun Yang, Jun Sun, Yali Zhang Dec 2021

Exempting Battery Electric Vehicles From Traffic Restrictions: Impacts On Market And Environment Under Pigovian Taxation, Xu Hu, Zhaojun Yang, Jun Sun, Yali Zhang

Information Systems Faculty Publications and Presentations

In busy metropolitan areas, traffic restrictions based on the last digits of license plates effectively ease traffic jams and improve air quality. Recently, policy-makers in China exempted battery electric vehicles (BEV) from traffic restrictions to promote their diffusion in place of conventional vehicles (CV). To examine the impacts of such an exemption on consumers and manufacturers as well as the environment, this study models the duopoly competition between BEV and CV manufacturers as a Cournot game. The numerical analyses compare three traffic restriction policies concerning BEV and CV, and reveal the pros and cons of each. In particular, the BEV-exempted …


The Devil Is In The Details: The Effect Of Nonverbal Cues On Crowdfunding Success, Yuanqing Li, Nan Xiao, Sibin Wu Dec 2021

The Devil Is In The Details: The Effect Of Nonverbal Cues On Crowdfunding Success, Yuanqing Li, Nan Xiao, Sibin Wu

Information Systems Faculty Publications and Presentations

Many reward-based crowdfunding platforms encourage entrepreneurs to introduce their projects and make a personal appeal with a video clip. In this study, we investigate the impact of such a pitch video on financing outcomes. Grounded in social perception literature, we propose that effective use of nonverbal cues in a pitch video increases funding success. We coded and analyzed videos of crowdfunding campaigns and found that an entrepreneur could improve the funding outcomes by gazing less, appearing early, and reducing speech hesitations in a pitch video. We also found that smiling has no impact on funding success.


Factors Affecting Irs Audit Rate Probability: Empirical Evidence From Rgv Region, Issack Guyo Dec 2021

Factors Affecting Irs Audit Rate Probability: Empirical Evidence From Rgv Region, Issack Guyo

Theses and Dissertations

IRS tax audits are intended to curb tax evasion; however, they are costly to conduct and have negative impacts on taxpayers. The purpose of this study is to find out factors that lead to high IRS audit rate in a region from the perspective of the Rio Grande Valley (RGV). Relationship between IRS tax audit rate and determinants of tax evasion identified by Davis, Cebula, & Boylan (2020) among others are studied. A regression analysis is conducted on the regions scores on poverty rate, demography, unemployment rate and general level of education with the IRS audit rate. The results suggest …


The Use Of Virtual Conference Software (Vcs) In The Workplace During Covid-19 In North America: An Empirical Validation Of Innovation Diffusion Theory, Khaleed I. Khasawneh Dec 2021

The Use Of Virtual Conference Software (Vcs) In The Workplace During Covid-19 In North America: An Empirical Validation Of Innovation Diffusion Theory, Khaleed I. Khasawneh

Theses and Dissertations

Researchers in marketing and technology realized the importance of paying more attention to how and when new technologies or innovations are adopted during crisis, and which factors impact individuals’ successful adoption. Navigating through the different stages of the present COVID-19 crisis, it has become clear that such research focus would be beneficial so that firms can shape customers' decision making process in a way that ensure successful escape of a crisis and its Destructive results on a business or organization; COVID-19 will undoubtedly not be the last global crisis we face. First, a firm understanding of the factors affecting the …


Consumers’ Health-Locus-Of-Control And Social Distancing In Pandemic-Based E-Tailing Services, Omar S. Itani, Linda D. Hollebeek Nov 2021

Consumers’ Health-Locus-Of-Control And Social Distancing In Pandemic-Based E-Tailing Services, Omar S. Itani, Linda D. Hollebeek

Marketing Faculty Publications and Presentations

Purpose

COVID-19 and its precautions, including social distancing, have revolutionized traditional retailing- and consumption patterns. In this turbulent environment, the purpose of this study is twofold. First, this paper explores the direct effect of consumers’ internal/external health locus-of-control on their hygiene consciousness, which, in turn, affects their social distancing behavior. Second, this study posits that social distancing, in turn, impacts consumers’ current online grocery shopping behavior and their future online grocery shopping intentions, thus uncovering important insight.

Design/methodology/approach

To address these gaps, this paper develops a model that links consumers’ internal/external health locus-of-control to their adoption of e-tailing-based grocery services. …


Trust Propensity Across Cultures: The Role Of Collectivism, Stanford A. Westjohn, Peter Magnusson, George R. Franke, Yi Peng Nov 2021

Trust Propensity Across Cultures: The Role Of Collectivism, Stanford A. Westjohn, Peter Magnusson, George R. Franke, Yi Peng

Marketing Faculty Publications and Presentations

Does collectivism influence an individual's willingness to trust others? Conflicting empirical results from past research and the role of trust in international marketing make this question important to resolve. We investigate this question across cultures and at the individual level with four studies using multiple methods. Study 1 establishes correlational evidence between societal-level collectivism and individual-level trust propensity with results from a multi-level analysis of data from over 6,000 respondents in 36 different countries. Study 2 offers an individual-level analysis using the trust game, introducing a more rigorous behavioral outcome variable. Study 3 contributes causal evidence at the individual level …


Excess Insider Control And Corporate Social Responsibility: Evidence From Dual-Class Firms, Barry Hettler, Arno Forst, James Cordeiro, Stacy Chavez Oct 2021

Excess Insider Control And Corporate Social Responsibility: Evidence From Dual-Class Firms, Barry Hettler, Arno Forst, James Cordeiro, Stacy Chavez

School of Accountancy Faculty Publications and Presentations

We investigate the corporate social responsibility (CSR) performance of firms with a dual-class share structure. Dual-class firms, which represent a fast-growing segment of the U.S. capital market, violate the "one share, one vote" principle by giving corporate insiders control in excess of their economic interest in the firm. We observe a negative association of excess insider control and firms’ CSR performance, primarily with respect to the community- and employee-related dimensions of CSR. Extended analyses reveal that this negative association is mitigated by high financial resource availability. Consistent with a trade-off between corporate spending on CSR or on benefits for insiders, …


The Contagion Effect Of Compensation Regulation: Evidence From China, Jun Shao, Haiyan Zhou, Na Gong, Junzi Zhang Oct 2021

The Contagion Effect Of Compensation Regulation: Evidence From China, Jun Shao, Haiyan Zhou, Na Gong, Junzi Zhang

School of Accountancy Faculty Publications and Presentations

To shed light on whether and how firms changed compensation practices in response to a shift in the environment in which they operated, we examine whether there is contagion effect of executive compensation regulation on state-owned enterprises (SOEs) in the emerging market of China. Specifically, we investigate whether firms not directly affected by the changing regulatory environment nonetheless changed executive compensation in response to the actions of the directly affected firms, which is called contagion effect. We further examine the specific contagion mechanisms and the economic consequences of regulation on compensation. We find that the regulation has a significant effect …


Sharing Economy Of Electric Vehicle Private Charge Posts, Xu Hu, Zhaojun Yang, Jun Sun, Yali Zhang Oct 2021

Sharing Economy Of Electric Vehicle Private Charge Posts, Xu Hu, Zhaojun Yang, Jun Sun, Yali Zhang

Information Systems Faculty Publications and Presentations

The increasing popularity of electric vehicles (EVs) leads to heightened demand for the charging infrastructure. More and more EV drivers install private charge posts, which can now be shared with others through certain mobile apps. This emerging phenomenon is becoming a prominent part of the sharing economy. To examine the impacts of post sharing on EV charging market, this study establishes game theory models on consumer choices among private, public, and shared options. Such peer-to-peer sharing and collaborative consumption redistribute the installation and operation costs of private charge posts in proportion to their increased utilization. Numerical analyses suggest that the …


Explaining Loyalty In Higher Education: A Model And Comparative Analysis From The Policy Of Gratuity, A Case Applied To Chile, Maritza Katherine Galindo-Illanes, Juan Alejandro Gallegos-Mardones, Arturo Z. Vasquez-Parraga Sep 2021

Explaining Loyalty In Higher Education: A Model And Comparative Analysis From The Policy Of Gratuity, A Case Applied To Chile, Maritza Katherine Galindo-Illanes, Juan Alejandro Gallegos-Mardones, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications and Presentations

Since the 1980s, numerous transformations in higher education were experienced in Latin America, and especially in Chile, a country that allowed private entities to enter the education systems and develop a market. The opportunity triggered an increase of coverage and competition to capture and retain students, followed by marketing strategies delivering student satisfaction and pursuing student loyalty. Moreover, since 2012, higher education institutions in Chile have been allowed to adopt a policy of gratuity, giving families the co-responsibility of dealing with the cost of education. So, some institutions adopted gratuity and continued receiving funds from the state, but others did …


The Power Of Unrequited Love: The Parasocial Relationship, Trust, And Organizational Identification Between Middle-Level Managers And Ceos, Youliang Liao, Bin Lin, Haiyan Zhou, Xi Yang Sep 2021

The Power Of Unrequited Love: The Parasocial Relationship, Trust, And Organizational Identification Between Middle-Level Managers And Ceos, Youliang Liao, Bin Lin, Haiyan Zhou, Xi Yang

School of Accountancy Faculty Publications and Presentations

Previous studies have found that CEOs manage their firms through traditional methods such as leadership and management practices. In this study, we investigate how the parasocial relationship (PSR) between middle-level managers and CEOs affects the organizational trust and the organizational identification (OI) of middle managers. We find that the PSR between middle managers and CEOs has a positive effect on the OI of middle managers, which is mediated by the organizational trust of middle managers.

Purpose: Middle managers and CEOs are the key components of a firm and are crucial to firm strategies and control systems. Middle managers play a …


In The Eye Of The Beholder: Challenge And Hindrance Appraisals Of Work Characteristics And Their Implications For Employee’S Well-Being, Peikai Li, Maria C. W. Peeters, Toon W. Taris, Yejun Zhang Sep 2021

In The Eye Of The Beholder: Challenge And Hindrance Appraisals Of Work Characteristics And Their Implications For Employee’S Well-Being, Peikai Li, Maria C. W. Peeters, Toon W. Taris, Yejun Zhang

Management Faculty Publications and Presentations

Previous research on the association between job characteristics and employee well-being has returned mixed results. In particular, the possible impact of individual appraisal of these job characteristics has not been well-acknowledged. To address this limitation, we drew on appraisal theory and examined: (a) how workers appraise particular job characteristics, and (b) how these appraisals affect the relationships between these job characteristics and well-being (i.e., work engagement and burnout). We tested our hypotheses across two studies. In a cross-occupation sample (Study 1, n = 514), we found that job demands and resources can be appraised as both challenges and hindrances. In …


Investigating The Relationship Between Effectiveness Of App Evolution And App Continuance Intention: An Empirical Study Of The U.S. App Market, Yi Liu, Xuan Wang, Jiahe Song, Xinlin Tang Sep 2021

Investigating The Relationship Between Effectiveness Of App Evolution And App Continuance Intention: An Empirical Study Of The U.S. App Market, Yi Liu, Xuan Wang, Jiahe Song, Xinlin Tang

Information Systems Faculty Publications and Presentations

Researchers have shown app evolution to continuously lead to app success from the developer perspective. However, few studies have explored app success from the user perspective, which limits our knowledge about the role that app evolution has in app success. Building on app evolution literature and the technology acceptance model (TAM), we investigate the influence that effectiveness of app evolution has on perceived app usefulness, perceived ease of use, and app continuance intention (a proxy for app success from the user perspective). We collected survey data from 299 app users on both the Google Play and Apple’s App Store platforms …


Do The Specific Countries In Which A Multinational Corporation Operates Affect Its Private Loan Contracts?, Brandon Ater, Bowe Hansen Aug 2021

Do The Specific Countries In Which A Multinational Corporation Operates Affect Its Private Loan Contracts?, Brandon Ater, Bowe Hansen

School of Accountancy Faculty Publications and Presentations

Previous research has shown that higher levels of firm globalization lead to a lower cost of private debt. However, this research generally treats globalization as a homogeneous attribute ignoring the specific countries in which a multinational corporation (MNC) operates. Using a sample of U.S. MNCs from 1999 through 2017, we relax this assumption and find that while the results from prior research hold with regards to the level of an MNC’s operations in segments reported at the regional or continent-wide level, the level of an MNC’s operations in countries with low institutional quality is associated with a higher cost of …


Two Essays On Corporate Finance, Md Noman Hossain Aug 2021

Two Essays On Corporate Finance, Md Noman Hossain

Theses and Dissertations

This dissertation consists of two essays on corporate finance. In my first essay, we investigate whether and, if so, how the information disclosure preferences differ systematically between Republican CEOs and Democrat CEOs in the context of management earnings forecasts. We find that Republican CEOs tend to prefer a less asymmetric information environment than Democrat CEOs, and thus make more frequent, timelier, and more accurate disclosures than Democrat CEOs. Results using the propensity score-matched sample and the difference-in-differences analysis show that our results are unlikely to be driven by potential endogeneity. Our results are robust to controlling for various CEO characteristics, …


Before Turning Into Ashes: A Study Of Entrepreneurial Cognition, Learning, And Exit, Azadeh Zamanian Aug 2021

Before Turning Into Ashes: A Study Of Entrepreneurial Cognition, Learning, And Exit, Azadeh Zamanian

Theses and Dissertations

Entrepreneurial practices such as discovery, evaluation, and exploitation of opportunities, decision-making, and problem solving are influenced by mental processes and cognitive mechanisms. Decision-making studies in the field of entrepreneurship confirm that entrepreneurs have strong tendency to use cognitive mechanisms such as biases and heuristics to simplify their decision-making processes. Compared to non-entrepreneurs, entrepreneurs show higher levels of cognitive bias.

By focusing on cognitive mechanisms of entrepreneurs, this study answers the question of why some individuals insist on continuing their entrepreneurial journey while failure-related phenomena such as critical setbacks and counterfactual thoughts exist.

Unlike the prior research that have focused on …


Essays In Workplace Safety Issues In Finance, Md Ruhul Amin Aug 2021

Essays In Workplace Safety Issues In Finance, Md Ruhul Amin

Theses and Dissertations

I examine how firms address workplace safety issues considering their value implication. In my first essay, I investigate the relation between workplace safety and inside debt held by the CEO in form of pension benefits and deferred compensation. To mitigate the endogeneity of CEO inside debt design, I exploit variation generated by the implementation of the Internal Revenue Code Section 409A Final Regulations. Consistent with the long-term orientation hypothesis, I find strong evidence of lower establishment-level work-related injuries and illnesses in firms whose CEOs have higher relative inside debt. I also document that CEOs inside debt holdings are associated with …


The Impact Of An Executive High Performance Work System On Business Model Innovation, Ravi Bala Aug 2021

The Impact Of An Executive High Performance Work System On Business Model Innovation, Ravi Bala

Theses and Dissertations

Business model innovation is a phenomenon that has been gaining traction since the 1990s. Recently, a global survey of more than 4,000 senior managers by the Economic Intelligence Unit found that business model innovation was overwhelmingly preferred versus new products and new services (Amit & Zott, 2012). Both executives as well as practitioners suggest that business model innovation is ideal for future competitive advantage (Amit & Zott, 2012; Foss & Saebi, 2017). Increasing competition, globalization, and rapid changes in technology have all provided the impetus for organizations to reconsider the approaches they use to manage their numerous resources and capabilities, …


Necessitation Through Growing Entanglements: Why We “Can’T Live Without” Some Products, Jakob Braun Aug 2021

Necessitation Through Growing Entanglements: Why We “Can’T Live Without” Some Products, Jakob Braun

Theses and Dissertations

Much research has been concerned with what constitute necessities and how they are related to pertinent concepts, such as needs, wants, desires, and luxuries (Belk, Ger, and Askegaard 2003; Duncan 2002; Fraser 1998, Hoyer and MacInnis 2004; Kerin, Hartley and Rudelius 2004; Sheth and Mittal 2004). Using thing-focused approaches, earlier studies are primarily concerned with classification schemes using dichotomies such as need-want and necessity-luxury. Studies that employ a human-focused perspective challenge these divisions and argue that necessities cannot be studied without considering the social and historical contexts (e.g., Buttle 1989; Firat 1987). Notwithstanding the important contributions that these studies have …


Hawkish Or Dovish: The Effect Of Female Ceo Leadership On Strategic Conformity, Organizational Innovation And Strategic Change, Hazel Husne Dadanlar Aug 2021

Hawkish Or Dovish: The Effect Of Female Ceo Leadership On Strategic Conformity, Organizational Innovation And Strategic Change, Hazel Husne Dadanlar

Theses and Dissertations

The U.S. female labor market participation rate has significantly improved in the last 50 years (Bureau of Labor Statistics, 2007). Along with the broader female labor participation rate, the level of female representation at the executive and director-level positions has shown some improvement in the last 24 years, albeit at a much slower pace than it has been in recent years (Pew Research Center Report, 2018). For example, while the number of female Chief Executive Officers (CEOs) leading Fortune 500 companies was zero in 1995, it rose by 7.4% by 2020. Despite some improvement, a mere 7.4% increase …


Antecedents And Consequences Of Ambidextrous Orientation Among Social Entrepreneurs, Sarah N. Kimakwa Aug 2021

Antecedents And Consequences Of Ambidextrous Orientation Among Social Entrepreneurs, Sarah N. Kimakwa

Theses and Dissertations

Social entrepreneurship refers to the “the process of identifying, evaluating, and exploiting opportunities aimed at social value creation by means of commercial market-based activities and the use of a wide range of resources” (Bacq & Janssen, 2011, p. 388). Social entrepreneurs use market-based strategies and innovative approaches to address various social, economic, and environmental challenges. motivated by compassion, empathy, and a commitment for alleviating others suffering (Miller, Grimes, et al., 2012), they establish social ventures with a dual mission of social and economic value creation.

To meet the challenges of addressing pressing social, economic and environmental issues not tackled by …


Two Essays On Finance Of Climate Change, Abdullah Al Masum Aug 2021

Two Essays On Finance Of Climate Change, Abdullah Al Masum

Theses and Dissertations

This dissertation consists of two essays on the finance of climate change. In the first essay, we find robust empirical evidence that firms in locations with higher exposure to climate change pay significantly higher spreads on their bank loans. To alleviate the concerns related to using firms’ headquarters in determining climate risk exposure, we exploit the economic link between a firm and its customers and find that the exposure of a firm’s customers to climate risk also adversely affects that firm’s cost of borrowing. In the cross-section, we find that the long-term loans of poorly rated firms drive the effect. …


The Role Of Sense Of Community On Knowledge Sharing Behavior In Makerspaces, Eduardo Jose Millet Aug 2021

The Role Of Sense Of Community On Knowledge Sharing Behavior In Makerspaces, Eduardo Jose Millet

Theses and Dissertations

Using the Sense of Community Theory and the Knowledge Sharing Behavior this study explores the motivation of members of makerspaces to share technical and non-technical knowledge in this type of creative spaces. In makerspaces, individuals are expected to share what they know with others to solve design and fabrication problems. Most of the sharing occurs when experienced makers transfer knowledge to the novice makers. This behavior is what motivates this dissertation. Unlike traditional knowledge sharing that happens in formal organizations, makerspace participants engage in the knowledge sharing behavior differently; they share in an informal manner creating value for makerspaces and …


I Buy Less When Others Suggest: Impact Of Personal Relative Deprivation, Temporal Discounting, Social Norms And Store Reputation On Food Over-Acquisition, Swapnil Saravade Aug 2021

I Buy Less When Others Suggest: Impact Of Personal Relative Deprivation, Temporal Discounting, Social Norms And Store Reputation On Food Over-Acquisition, Swapnil Saravade

Theses and Dissertations

Food over-acquisition has shown to have detrimental consequences such as food over-consumption, food waste, obesity, and greenhouse effects. Extant literature has typically focused on food over-consumption, with little explanation of its precursor, food over-acquisition. The current thesis situates the research in grocery retail and examines why people over-acquire food. Further, which interventions can marketers develop to mitigate food over-acquisition and in which grocery stores would those be effective? The present dissertation approaches this issue by drawing concepts from two disciplines, sociology, and behavioral economics. Through five studies, the current thesis shows that when people feel relatively food-deprived, they tend to …


Homogamy Or Heterogamy: The Effects Of Ceo Marriage On Family Firm Performance, Xi Yang, Wanrong Hou, Wencang Zhou Aug 2021

Homogamy Or Heterogamy: The Effects Of Ceo Marriage On Family Firm Performance, Xi Yang, Wanrong Hou, Wencang Zhou

Management Faculty Publications and Presentations

By integrating the complementary needs theory of mate selection and the notion of complementary assets into the research of family business, we propose that three components of spousal capital complement each other. We elaborate on how homogamy and heterogamy in terms of various socioeconomic and psychological factors can affect family business performance through its impact on marital conflict—an individual-level lens. The empirical analysis on the questionnaires conducted to CEOs of small and medium-sized family firms in the U.S. shows that occupational homogamy and religion homogamy have a positive effect on family-business firm performance, while psychological heterogamy has a positive effect …


Language In Economics And Accounting Research: The Role Of Linguistic History, Giorgio Gotti, Seán G. Roberts, Marco Fasan, Cole B. J. Robertson Jul 2021

Language In Economics And Accounting Research: The Role Of Linguistic History, Giorgio Gotti, Seán G. Roberts, Marco Fasan, Cole B. J. Robertson

School of Accountancy Faculty Publications and Presentations

This paper investigates whether a consideration of linguistic history is important when studying the relationship between economic and linguistic behaviors. Several recent economic studies have suggested that differences between languages can affect the way people think and behave (linguistic relativity or Sapir–Whorf hypothesis). For example, the way a language obliges one to talk about the future might influence intertemporal decisions, such as a company’s earnings management. However, languages have historical relations that lead to shared features—they do not constitute independent observations. This can inflate correlations between variables if not dealt with appropriately (Galton’s problem). We discuss this problem …


When The Green In Green Packaging Backfires: Gender Effects And Perceived Masculinity Of Environmentally Friendly Products, Reto Felix, Eva M. González, Raquel Castaño, Lorena Carrete, Richard T. Gretz Jul 2021

When The Green In Green Packaging Backfires: Gender Effects And Perceived Masculinity Of Environmentally Friendly Products, Reto Felix, Eva M. González, Raquel Castaño, Lorena Carrete, Richard T. Gretz

Marketing Faculty Publications and Presentations

Previous research has emphasized the importance of product packaging to consumers’ attitudes and purchase intentions, but empirical studies that explore the specific mechanisms by which packaging color influences marketing-relevant downstream variables in relation to environmentally friendly products is scarce. The current research addresses this gap by building on insights from theories on consumption values, gender roles, and gendered products. In two studies, the current research shows (1) how color-induced perceptions of masculinity can trigger perceived product effectiveness and purchase intentions, (2) how competing mediation through masculinity and perceived fit with the product category influences perceived product effectiveness and purchase intentions …