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The purpose of this study is to achieve lower and lower temperature as infrared sensors works faster and better used for space application. For getting good quality images from space, the infrared sensors are need to keep in cryogenic temperature. Cooling to cryogenic temperatures is necessary for space-borne sensors used for space applications. Infrared sensors work faster or better at lower temperatures. It is the need for time to achieve lower and lower temperatures.

This study presents the investigation of the critical Stirling cryocooler parameters that influence the cold end temperature. In the paper, the design approach, the dimensions gained through thermal analysis, experimental procedure and testing results are discussed.

The effect of parameters such as multilayer insulation, helium gas charging pressure, compressor input voltage and cooling load was investigated. The performance of gold-plated and aluminized multilayer insulation is checked. The tests were done with multilayer insulation covering inside and outside the Perspex cover.

By using aluminized multilayer insulation inside and outside the Perspex cover, the improvement of 16 K in cool-down temperature was achieved. The cryocooler is charged with helium gas. The pressure varies between 14 and 18 bar. The optimum cooling is obtained for 17 bar gas pressure. The piston stroke increased as the compressor voltage increased, resulting in total helium gas compression. The optimum cool-down temperature was attained at 85 V.

The cryocooler is designed to achieve the cool-down temperature of 2 W cooling load at 100 K. The lowest cool-down temperature recorded was 105 K at a 2 W cooling load. Multilayer insulation is the major item that keeps the thermal radiation from the sun from reaching the copper tip.

The purpose of this paper is to verify the difference in the effect of art‐parody and art‐infusion advertisements depending on the product type and regulatory focus, and to expand the boundary of research in the field.

The paper examines their effect depending on product type and regulatory focus through two experiments. One is the effect of art‐parody and art‐infusion advertisements by product type and the other is the effect of art‐parody and art‐infusion advertisements by regulatory focus.

Art‐infusion is more effective than art‐parody for utilitarian products in terms of message credibility and brand attitude except for purchase intention although there is no difference between the two types for hedonic products. Participants with promotion focus favor art‐parody advertisement, while participants with prevention focus favor art‐infusion advertisement in terms of cognitive attitude toward advertisement.

This study is conducted as a part of research on art infusion, which is in the primitive stage of development. Therefore, it shall be possible to extend the boundary of research by applying a variety of marketing theories in the future.

The results of this paper imply that the advertising technique must vary depending on the type of focus the target customer values.

This study aims to recognize the current dynamics, prolific contributors and salient trends and propose future research directions in the area of alternative momentum investing.

The study uses a blend of electronic database and forward reference searching to ensure the incorporation of all the significant studies. With the help of the Scopus database, the present study retrieves 122 research papers published from 1999 to 2020.

The results reveal that alternative momentum investing is an emerging area in the field of momentum investing. However, this area has witnessed an exponential growth in last ten years. The study also finds that North American, West European and East Asian countries dominate in total research publications. Through network citation analysis, the study identifies five major clusters: industrial momentum, earnings momentum, 52-week high momentum, time-series momentum and risk-managed momentum.

The present review will serve as a guide for financial researchers who intend to work on alternative momentum approaches. The study proposes several unexplored research themes in alternative momentum investing on which future studies can focus.

The study embellishes the existing literature on momentum investing by contributing the first bibliometric review on alternative momentum approaches.

The advocates of behavioural finance have denounced the existing literature on investors’ rationality in the decision-making process and questioned the existence of efficient markets and rational investors. Although diversified research has been conducted in the area of behavioural finance, yet there is a need of further explorations into the field as the available knowledge base is confined to one or a few behavioural biases confronted by investors while making investment decisions. Hence, this study aims to develop a comprehensive, reliable and valid scale to measure the behavioural biases affecting investors’ decision-making process.

To develop a comprehensive, reliable and valid scale for measuring the behavioural biases affecting investors’ decision-making process, rigorous multi-stage scale development methodology has been followed. Stage one started with an extensive review of the literature followed by interviews from experienced stockbrokers to clarify construct and getting novel insights about dimensions of behavioural biases. In stage two, 52 items measuring the dimensions of behavioural biases were generated and got evaluated from panel of judges. Pilot testing was done in the third stage which gave a set of 39 items. Finally, in fourth stage, data were collected from 332 individual equity investors on a 7-point Likert scale using the snowball sampling technique.

The results of the study highlighted that behavioural biases is a multidimensional phenomenon that significantly affects investors’ decisions and has different dimensions, namely, Availability Bias, Representativeness Bias, Overconfidence Bias, Market Factors, Herding, Anchoring, Mental Accounting, Regret Aversion, Gamblers’ Fallacy and Loss Aversion. The present research has developed a comprehensive, reliable and valid scale for measuring behavioural biases affecting equity investors’ decision-making process.

Behavioural finance is an emerging area in the field of research particularly in the Indian context which needs further exploration. The present research concentrates on rendering an empirically tested scale to the researchers for measuring the behavioural biases and its impact on investor’s decision-making. Such an instrument can contribute to making progress in the area of behavioural finance and other research studies may also find it useful to achieve their goals.

Research in the area of behavioral finance has demonstrated that investors exhibit irrational behavior while making investment decisions. Investor behavior usually deviates from logic and reason, and consequently, investors exhibit various behavioral biases which impact their investment decisions. The purpose of this paper is to rank the behavioral biases influencing the investment decision making of individual equity investors from the state of Punjab, India. This research would provide valuable insight into the different behavioral biases to investors and other participants of the capital market and help them in improving investment decisions.

The research is conducted on the individual equity investors of Punjab, India. Fuzzy analytic hierarchy process was applied to rank the factors influencing the decision making of individual equity investors of Punjab. The primary factors considered for the study are overconfidence bias, representative bias, anchoring bias, availability bias, regret aversion bias, loss aversion bias, mental accounting bias and herding bias.

The three most influential criteria were herding bias, loss aversion bias and overconfidence bias. The five most influential sub-criteria were “I readily sell shares that have increased in value (C61),” “News about the company (Newspapers, TV and magazines) affects my investment decision (C84),” “I invest each element of my investment portfolio separately (C71)” and “I usually hold loosing stock for long time, expecting trend reversal (C52).”

Although sample survey conducted in the present study was based on a limited sample selected from a particular area that truly represented the total population, it is considered as the limitation of this study.

The outcome of this research provides investors with a better understanding of behavioral biases that influence their decision making. This study provides them a guideline on different behavioral biases that they should consider while making investment decisions.

The research model is based on the available literature on behavioral finance and the research results and findings would add value to the existing knowledge base.

The purpose of this paper is to examine the antecedents (i.e. work‒family culture and decision latitude) and outcome (innovative workplace behavior (IWB)) of work‒family enrichment (WFE). The study also examines the moderated mediation hypothesis between WFE and outcome, considering work‒life balance (WLB) as a mediator and gender role ideology (GRI) as the moderator.

Data for the study were collected through a questionnaire survey from 426 Indian dual working parents, working in various sectors, through purposive sampling technique.

The study found that work‒family culture and decision latitude are positively related to WFE, which, in turn, results in increased IWB, with WLB acting as its mediator. Further, the study also found a moderating effect of GRI between WFE and WLB relationship; more specifically, the relationship between WFE and balance is stronger for egalitarian employees (high GRI).

Using self-reported questionnaire data and a cross-sectional research design is the limitation of this study.

The study examines a relatively less focused phenomenon of work‒life interface, that is WFE in one of the underrepresented contexts like India; further, the study extends the range of antecedents and outcomes of WFE. Additionally, it contributes to understand the enrichment‒balance relationship, whereby it explains the role of GRI in developing a balanced perception.

This study aimed to visualize the trend topics in the research area of library and information science (LIS) in India during 1989–2021.

The data was extracted from the Web of Science core collection database (WoSCC) database from 1989 to 2021. For creating the network visualization maps from the data, freely available softwares, VOSviewer (VV) and Biblioshiny (a Web-interface for bibliometrix), were used.

Results support the prediction that in the future, Indian LIS research will focus on areas such as deep learning, machine learning, artificial intelligence and block chain technology. Among the most prolific authors Satija, M.P (Guru Nanak Dev University, Amritsar) and Prathap, G (APJ Abdul Kalam Technology University) secured top positions in LIS research. Scientometric ranked the top journal or the core journal after applying Bradford law.

The visualization of trend topics in LIS research from 1989 to 2021, 32 years of time span, is the first of its kind.

Artificial intelligence (AI) has sparked interest in various areas, including marketing. However, this exhilaration is being tempered by growing concerns about the moral and legal implications of using AI in marketing. Although previous research has revealed various ethical and legal issues, such as algorithmic discrimination and data privacy, there are no definitive answers. This paper aims to fill this gap by investigating AI’s ethical and legal concerns in marketing and suggesting feasible solutions.

The paper synthesises information from academic articles, industry reports, case studies and legal documents through a thematic literature review. A qualitative analysis approach categorises and interprets ethical and legal challenges and proposes potential solutions.

The findings of this paper raise concerns about ethical and legal challenges related to AI in the marketing area. Ethical concerns related to discrimination, bias, manipulation, job displacement, absence of social interaction, cybersecurity, unintended consequences, environmental impact, privacy and legal issues such as consumer security, responsibility, liability, brand protection, competition law, agreements, data protection, consumer protection and intellectual property rights are discussed in the paper, and their potential solutions are discussed.

Notwithstanding the interesting insights gathered from this investigation of the ethical and legal consequences of AI in marketing, it is important to recognise the limits of this research. Initially, the focus of this study is confined to a review of the most important ethical and legal issues pertaining to AI in marketing. Additional possible repercussions, such as those associated with intellectual property, contracts and licencing, should be investigated more deeply in future studies. Despite the fact that this study gives various answers and best practices for tackling the stated ethical and legal concerns, the viability and efficacy of these solutions may differ depending on the context and industry. Thus, more research and case studies are required to evaluate the applicability and efficacy of these solutions in other circumstances. This research is mostly based on a literature review and may not represent the experiences or opinions of all stakeholders engaged in AI-powered marketing. Further study might involve interviews or surveys with marketing professionals, customers and other key stakeholders to offer a full knowledge of the practical difficulties and solutions. Because of the rapid speed of technical progress, AI’s ethical and regulatory ramifications in marketing are continually increasing. Consequently, this work should be a springboard for more research and continuing conversations on this subject.

This study’s findings have several practical implications for marketing professionals. Emphasising openness and explainability: Marketing professionals should prioritise transparency in their use of AI, ensuring that customers are fully informed about data collection and utilisation for targeted advertising. By promoting openness and explainability, marketers can foster customer trust and avoid the negative consequences of a lack of transparency. Establishing ethical guidelines: Marketing professionals need to develop ethical rules for the creation and implementation of AI-powered marketing strategies. Adhering to ethical principles ensures compliance with legal norms and aligns with the organisation’s values and ideals. Investing in bias detection tools and privacy-enhancing technology: To mitigate risks associated with AI in marketing, marketers should allocate resources to develop and implement bias detection tools and privacy-enhancing technology. These tools can identify and address biases in AI algorithms, safeguard consumer privacy and extract valuable insights from consumer data.

This study’s social implications emphasise the need for a comprehensive approach to address the ethical and legal challenges of AI in marketing. This includes adopting a responsible innovation framework, promoting ethical leadership, using ethical decision-making frameworks and conducting multidisciplinary research. By incorporating these approaches, marketers can navigate the complexities of AI in marketing responsibly, foster an ethical organisational culture, make informed ethical decisions and develop effective solutions. Such practices promote public trust, ensure equitable distribution of benefits and risk, and mitigate potential negative social consequences associated with AI in marketing.

To the best of the authors’ knowledge, this paper is among the first to explore potential solutions comprehensively. This paper provides a nuanced understanding of the challenges by using a multidisciplinary framework and synthesising various sources. It contributes valuable insights for academia and industry.

The subject areas are entrepreneurship, start-up ventures and business strategy.

The case is appropriate for undergraduate and graduate MBA.

Shikhar Veer Singh (Singh), a post graduate in Medical Biotechnology, quit a cushy corporate job to start his own food venture WoknStove Foodworks Pvt. Ltd. (WSFL) in October 2015. WSFL sold the ubiquitous popular Indian snack food “Samosas” under the brand name of “Samosa Singh”. “Samosa” – a deep fried triangular in shape with conical edges crispy wrap with variety fillings of potatoes/vegetables – was part of unorganized sector and sold by small shops and road-side hawkers. Singh spotted an opportunity to “brand” the “Samosas” that as well was gaining momentum in the international convenience food markets. The company set up a central kitchen near Electronic city, Bangalore, and started experimenting with different fillings. In February 2016, WSFL opened its first quick service restaurant (QSR) in Electronic city, Bangalore. It was an instant hit with consumers of all age groups. Gradually, the company started supplying bulk orders to various other customer segments such as corporate customers, schools and movie theatres/event stalls, that resulted in revenue growth. By January 2017, his monthly annual revenues amounted to INR […] Singh had ambitious plans to expand his business from a single QSR to 15 QSRs across the city by 2018. However, to cater to the increasing demands and support his expansion plans, he was yet to find out the most suitable back-end processes. He had adopted few standard operating procedures (SOPs) for quality operations and implemented 30 per cent of automation for backend processes at his central kitchen. Singh was aware of the automated machinery available in international markets that had conveyor belt arrangements where one could place the flour dough and filling consecutively to get the end product in a shape, unlike the shape of the Indian “Samosas”. The triangular shape with conical edges of the Indian “Samosas” was of utmost importance for the Indian consumers, as the shape associated them with the favourite snack, the “Samosas”. Singh preferred the method of manual filling to maintain the shape and decided to focus on increasing the shelf life of the “Samosas” instead. He felt that an increased shelf life would better equip him to cater the increased market and seasonal demands. However, the question was that whether this was a feasible option to support his ambitious expansion plans (with only 30 per cent automation)? Was Singh’s thinking right with respect to the business operation? More importantly, whether WSFL venture would be able to make an attractive business proposition for investments from any future institutional/angel investor? Singh’s mood turned reflective as he pondered on the above questions.

The case is structured to discuss the structure of Indian QSR market and factors contributing to its growth, evaluate WSFL’s ability to leverage the Indian QSR market potential, its strengths and shortcomings, to highlight the steps of consumer decision making process in terms of selection of a QSR and discuss WSFL’s business model and its future sustainability.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 3: Entrepreneurship

The purpose of this paper is to test the conceptual model of consumers’ intention and satisfaction towards mobile wallets. This study uses the integrated UTAUT model which includes variables such as ease of use, trust, security, self-efficacy, etc., and an additional variable (hedonism) to test consumers’ behaviour in the context of mobile banking technologies. Regression analysis, ANOVA and descriptive analysis are used to test the relationship among several dimensions such as perceptions, preferences, satisfaction and usage rate of mobile wallets in North India. A sample of 204 North Indian consumers was taken to understand the consumers’ adoption behaviour towards mobile wallet. The study explains the significance of the proposed model and its effectiveness to understand the behaviour of North Indian consumers. The result shows a significant association between consumers’ perception, preference, usage and satisfaction. Security, trust and hedonism are few of the most influencing variables in the study. Demographic variables such as gender and age also influence consumer satisfaction and usage rate of mobile wallets in North India. The proposed model and results of the study bring valuable insights into researchers and practitioners in the context of usage of mobile wallets.

Various standardized scales were used in the present study. Statistical techniques like descriptive statistics, analysis of variance, t-test, χ² and regression analysis were used to assess the data. The data were collected with three separate questionnaires on variables perception, preference, usage and satisfaction.

Findings of this study show a strong relation between customer’s perception, preference and satisfaction of mobile wallet users. The result also shows the impact of customer’s perception, satisfaction and preference on the usage rate of mobile wallets in India. The authors have collected responses from the various regions in south and North India.

The first contribution of this study is that it shows a strong correlation between consumers’ perception, preferences and satisfaction. Various studies are available to understand the impact of perception on satisfaction (Samudra and Phadtare, 2012; Venkatesh and Davis, 2000, Thakur, 2013), but very few studies have integrated it with preference and mobile wallet usage. Moreover, no study is available on these variables specifically for North Indian consumers. This study is unique in the sense that it discuss the association of consumer’s perception with type of transactions they prefer to do in M-wallets. This paper also identify one more crucial factors, “hedonism” which is not discussed extensively in the literature.

The study has several implications to the mobile technology industry and the banking system to identify new strategies for mobile wallet usage. Factors like security, convenience and trust influence consumers’ intention. This indicates that industries and banks must verify users’ privacy norms and evaluate social trends to enhance user’s satisfaction and usage rate. Hedonism is determined as one of the significant variable to measure consumer’s satisfaction and usage tendency. Mobile technology providers should work on the appearances and design of the apps, and promote its convenience and benefits to increase its usage in North India. Based on the findings of this study, companies can also evaluate preferred wallet services for consumers, and factors affecting those services. This will help them to add more attractive services based on consumers’ feedback, and remove unwanted services.

The study also stressed the impact of society and family/friends on mobile wallet’s usage. Customers learn new things from family and society and get influence with their choice and preferences. This will help institutions to understand various factors leads to mobile wallet usage and enhance the satisfaction level of customers.

Although various studies have been conducted on the perception of customers on various mobile payment systems, but this paper is the first of its kind to study customer’s perception about wallets and type of transactions; they prefer to do through mobile wallets. This paper also study the impact of mobile wallet usage and various factors affecting the usage rate. This paper also identified one crucial factor, “hedonism”, which is not discussed thoroughly in the literature, and its significance in North India.