This research investigates the effect of using relationship (breakup) reminders in advertising on click-through rates. While previous research has found that relationship reminders may backfire when consumers lack or no longer have certain social relationships (e.g., close friends, family, or a romantic partner), the authors propose that ad messages encouraging consumers after a relationship breakup, as compared with simply reminding them of a current relationship, will increase consumer perceptions of social support from a brand. This is because consumers may find readily available social support from a brand when coping with a relationship breakup. This, in turn, will pique their interest in the brand and prompt them to seek more information. Across two experimental studies, the results show that consumers who are exposed to ad messages encouraging them after a relationship breakup (vs. reminding them of a current relationship) feel greater social support, leading to higher click-through rates. Furthermore, this effect is moderated by destiny beliefs. These findings contribute to the implicit theories of relationships
Abstract-Though the world is becoming increasingly globalized, has the education evolved to prepare youth to become world citizens with the necessary skills and competencies to meet these challenges? Altogether 301 students from the Psychology and Public Relations Departments involved in community-based projects were purposively surveyed using Civic Attitudes and Competence Skills questionnaire. Results showed that overall the mean scores of the Civic Attitude and Competence Skills are moderate. The results reveal no significant difference between the Psychology students and Public Relation students in the mean scores of Civic Attitudes and Competence Skills except for subscales Civic Action, Interpersonal & Problem-Solving Skills, Social Justice, and Diversity. The author concludes that it is important to enable youth to participate in developing a sense of self, appreciation of cultural diversity, social justice and building civic actions towards globalization awareness.
Purpose This paper aims to understand the importance of young female consumers in Asia as a market and propose strategies for retail marketers to effectively engage with them while respecting their evolving gender roles and identities. Design/methodology/approach Data are derived from self-administered questionnaires completed by Malaysian female secondary school students aged 13 to 19. Using statements about gender roles and identities, the authors first segment respondents based on their perceptions of ideal female gender roles and identities and subsequently investigate each segment’s shopping orientation. Findings This study identifies four segments of young female consumers based on gender identity: civic intellectuals, presentable intellectuals, career-oriented and family-oriented. While young female young consumers with higher presentable intellectual traits are more likely to go window shopping (recreational shoppers), those with higher civic intellectual traits are more inclined to look for things they wish to buy and spend less time doing so (utilitarian shoppers). Practical implications Marketers and retailers should continue to use profiling of young female customers to predict the psychological changes related to societal and economic changes. Merely focusing on females’ appearance and family responsibilities may no longer be relevant due to the evolving social order. This implication is especially critical for marketers and retailers targeting the female market. Originality/value The results of this study will have important theoretical and managerial implications for marketers and retailers interested in understanding the changing needs and beliefs among young female consumers and how these impacts their shopping orientation.
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