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This is a viewpoint paper that compares the psychological and behavioral characteristics of electric vehicle (EV) owners in the United States and China. EV is viewed as the dominant next wave of automotive technology and this research is a cross‐cultural study of the two most important automotive markets in the world. In particular, this study surveyed actual EV users in the United States and China, and compared their psychological and behavioral characteristics. The study also shows that motivation for EV usage, reasons for purchase, and satisfaction are different across the two countries. US owners showed a higher propensity to innovate and greater knowledge of EVs than Chinese owners. Even though there was no difference between the two groups in terms of environmental concern, Chinese owners cited reputation and signaling social responsibility as being important considerations in their purchase of an EV, while US owners cited technological innovativeness, driving pleasure, and lower maintenance cost. Satisfaction with EV ownership was affected by economic benefit and environmental concern in China and innovation in the United States. This study shows how culture and stage of motorization are reflected in consumer behavior and satisfaction regarding EVs. EV manufacturers need to be aware of these differences when targeting the two markets.

In this article, we first examine whether "additive-free" claims on packages affect how consumers evaluate a product and whether these claims cause a consumer to develop illusions about the nutrients or quality of the product that are irrelevant to the claim. We then expand our study to categorize products that consumers consider to be healthy and unhealthy and investigate how such product types influence the effect of additive-free claims. In addition, we verify that consumers' general attitude towards no-additives products affect the moderation effect of product types. The findings of this study add a new academic meaning for research related to health claims and suggest practical implications for marketers and policymakers.

This research examines the post-purchase experience after choosing the most preferred brand versus a less preferred brand. When they experience positive product outcomes, those who chose their most preferred brand tend to give credit to the brand, whereas those who chose a less preferred brand attribute it to their smart choice. In contrast, with negative outcomes, those with the most preferred brand place the blame on themselves, whereas those with a less preferred brand blame the brand. Nevertheless, a silver lining emerges when brand attribution and satisfaction increase to the level of the most preferred brand after two consecutive positive experiences with a less preferred brand. Repeated positive experience could turn people's attention to more on good product quality of a less preferred brand than on cheaper price.