This study identified economic, emotional, and relational value as outcomes of customer organizational citizenship behaviors (COCBs; Study 1: in‐depth interviews). Study 2 (filed survey) found that COCBs have the strongest impact on emotional value compared with economic and relational value. Economic, emotional, and relational value also lead to customer satisfaction. Specifically, the findings supported that emotional value asymmetrically influences customer satisfaction, whereas economic and relational value symmetrically and positively influence customer satisfaction. Study 3 (filed survey) demonstrated that emotional value through COCBs has a greater and symmetrical influence on satisfaction in hedonic rather than utilitarian service contexts. However, economic value through COCBs is negatively associated with satisfaction in hedonic contexts, and there is no significant difference in the impact of relational value on satisfaction between service contexts. This study furnishes empirical evidence for the associations among COCBs, value perceptions, and customer satisfaction, along with their dynamic relationship patterns across service contexts.

This study examined concurrent and prospective associations of financial stress (financial strain, lack of financial access, public assistance) and parenting support factors (relationship quality, living at home, financial support) with young adults’ alcohol behaviors (alcohol use, heavy drinking, and problematic drinking) over a 5-year period. Analyses of National Longitudinal Study of Adolescent Health (Add Health) data (N = 7,159) showed that, over the study period, alcohol use and heavy drinking declined while problematic drinking increased. In addition, living at home and parental relationship quality were associated with fewer concurrent and prospective alcohol behaviors whereas financial strain and parents’ financial support were associated with more alcohol behaviors. The implications for minimizing alcohol misuse in young adults amid uncertain economic conditions are discussed.

PurposeVery few studies have considered how customer participation (CP) influences service employees' well-being. CP may lead employees to engage in emotional labor strategies (surface/deep acting), which can elevate their job stress. Whereas surface acting involves falsifying emotions, deep acting involves empathizing with others. Therefore, the current article examines how these emotional labor strategies arise from CP and create job stress.Design/methodology/approachStudy 1 is an online survey of service employees' wellbeing during CP (n = 509). Study 2 compares service employees' responses within hedonic and utilitarian service settings through a scenario-based experiment (n = 440). PROCESS was used to analyze the data in both studies.FindingsFirst, study 1 supports that perceived CP increases job stress. Secondly, surface acting mediates the link between CP and job stress, but deep acting does not. Thereafter, Study 2 shows that the link between CP and job stress decreases as employee-customer identification (ECI) increases only during surface acting. Additionally, the impact of surface acting on job stress during CP is greater for hedonic services than utilitarian services, but there is no significant difference for deep acting.Originality/valueThis article contributes an original perspective by comparing models of service employees' responses to CP and job stress in hedonic versus utilitarian settings. Moreover, the intervening effects of ECI and emotional labor strategies on job stress, as demonstrated through these employee-facing models, offer added value to the CRM and co-creation literature.

PurposeThe purpose of this study is to examine how phygital luxury experiences can be generated from mobile-mediated service activities while enabling luxury apparel shoppers to attain status goals and hedonic goals. Phygital luxury experiences are defined in this context as shopping experiences that blend the participative and immersive components of mobile and ubiquitous media with physical luxury servicescapes.Design/methodology/approachThis conceptual research draws on activity theory from the field of human-computer interaction to produce an activity-centric model of phygital luxury experiences. By drawing on activity theory, the authors develop research propositions and build a conceptual model. The conceptual model probes how phygital luxury experiences can be generated from mobile-mediated service activities that enable luxury apparel shoppers to attain status goals and hedonic goals. In turn, service activities are proposed to meld with luxury shopping goals when mobile devices allow luxury apparel shoppers to participate in community-, rules-, and labor-based service activities.FindingsFirst, the conceptual model demonstrates that social validation and personalization are status and hedonic drivers for community-based service activities (e.g. content-sharing and multiplatform storytelling). Second, special privileges and new comforts are status and hedonic drivers for rules-based service activities (e.g. engaging in pseudo-webrooming, pseudo-showrooming, and seamless and on-demand resources). Third, know-how and domination are status and hedonic drivers for labor-based service activities (e.g. adopting self-service technologies and smart or intelligent displays).Originality/valueThis conceptual model contributes to the well-documented need for research on interactive luxury strategies and luxury retail innovation. Overall, these service activities provide luxury brands and shoppers new opportunities for building elite communities, bending store rules, and altering the division of labor within physical stores. At the same time, this model shows that exclusivity and allure of luxury consumption can be reproduced through luxury apparel shoppers’ embodied interactions with salespeople and relevant audiences in connected store environments.

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Individuals feel fear when they face potential dangers and threats. It causes individuals to take actions and make choices that help them face the threat, such as by seeking out others because there is “strength in numbers.” We conjecture that fear also increases materialism in individuals because there is “strength in things.” The results from four experiments illustrate that situationally felt fear can increase materialistic orientation (Study 1) because of a desire for safety (Study 2). Importantly, fear increases preference for material and not experiential goods (Study 3). Finally, consistent with our theoretical account, having more material products (vs. experiences) can reduce fear (Study 4). Together, our findings across four studies suggest that fear increases materialism. Our findings also offer unique insights into another precursor or antecedent to materialism, a human value related to both possessiveness and selfishness and that restricts individuals' pursuit of true happiness.

and the Terry J. Lundgren Center for Retailing (TJLC). TJLC provided some of the funding for this project, but they had no involvement in the study design, data collection, analysis or writing of the report.

We draw insights from Activity Theory within the field of human-computer interaction to quantitatively measure a mobile in-store experience (MIX), which includes the suite of shopping activities and retail services that a consumer can engage in when using their mobile device in brick-and-mortar stores. We developed and validated a nine-item, formative MIX index using survey data collected from fashion consumers in the United States (n = 1,267), United Kingdom (n = 370), Germany (n = 362), and France (n = 219). As survey measures of consumer engagement in omnichannel retailing using a mobile device, the index items with stronger factor loadings described in-store shopping activities whereas those with weaker factor loadings described activities related to behavioral targeting and social networking. These results suggest that retailers should give consumers the autonomy to independently find, evaluate and purchase merchandise in brick-and-mortar stores, thereby enabling them to co-create personalized shopping experiences as active participants within an omnichannel retail servicescape. Our findings also suggest that retailers should provide consumers with more authentic ways to build community and brand affiliations than mobile marketing and social media promotions. In-store activities should not simply be a migration of pre-existing e-commerce capabilities onto mobile devices. An engaging mobile in-store experience should be an amalgam of physical and digital activities that produce a seamless shopping journey and leverage the unique properties of mobile devices – ultra-portability, location sensitivity, untetheredness, and personalization. Retail executives can use the validated MIX index to prepare strategic investments in mobile technology applications and capabilities for retail stores within their omnichannel operations. The nine-item MIX index is also well-suited for consumer surveys, which also makes it an attractive measure of consumer engagement in omnichannel retailing for future academic research.