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Live-streaming e-commerce is becoming a new way for many consumers to shop. During the live broadcast process, the interaction between anchors and customers plays a decisive role on consumers' purchasing decisions. This study aims to explore how two types of interaction between the anchor and the customers (i.e. task-oriented interaction and relationship-oriented interaction) affect customers' purchase decisions.

The study establishes a model based on online trust theory and multi-sensor interaction theory. To validate the model, we carried out five simulated live-streaming events and collected data through a scenario-based survey of the viewers participating in the live-streaming (N = 244). Structural equation modeling was employed to test the hypotheses.

Both task-oriented interaction and relationship-oriented interaction have a positive impact on users' purchase decisions through the mediation of virtual touch, emotional trust and cognitive trust. Sense of power has opposite moderating effects on the impacts of relationship-oriented interaction on emotional trust and cognitive trust.

This study enriches the theory of live-streaming e-commerce by demonstrating the decisive roles of two types of anchor–customer interaction, the mediation roles of virtual touch, cognitive trust, and emotional trust in customer purchase decisions, as well as the moderating effect of sense of power on customer decision-making processes. The findings provide practical insights for anchors and live-streaming platforms about how they should arrange live-streaming content to enhance consumer purchasing decisions.

The active voice behavior of customers is crucial to the development of enterprises, but few studies have examined how to promote customer voice behavior. Does a sense of power drive consumers to provide advice to the companies involved? This paper aims to address the issue.

By conducting three experiments, the authors proved the effect of the sense of power on customer voice behavior. In Study 1, the authors manipulated subjects' sense of power levels (high vs low) through an episodic recall task. Tangible goods were used as experimental material. The authors verified that power had a positive impact on customer voice behavior. In Study 2, the authors changed the experimental materials to intangible service products and used role-playing tasks to manipulate the subjects' sense of power. Study 2 validated the mediating role played by self-confidence in the main effect. In Study 3, the authors validated the moderating role of self-doubt for the power effect.

Based on the approach-inhibition theory of power and the situated focus theory of power, the current research finds that there is a positive effect of consumer's sense of power on their voice behavior. It also further analyzes the mediating role of self-confidence, the mechanism by which power affects customer voice behavior. However, this positive effect does not always occur. Self-doubt plays a moderating role in this relationship. If the individual's self-doubt level is high, the positive effect of power on the individual's self-confidence cannot be observed, which means that self-doubt is a boundary condition for the positive effect of power on individuals' self-confidence.

The authors discuss the influence of sense of power on customer voice behavior and test the mediating role of self-confidence and its boundary conditions. The results show that consumers are more confident in themselves when they feel a sense of power and are more likely to proactively make suggestions to the company. However, the overall effect is not obvious when consumers have a high level of self-doubt. As a psychological state of consumers that firms can easily manipulate, the effects of power on consumer behavior remain to be explored by the authors.

The findings of current research suggest that empowering consumers who are less self-doubting can increase their self-confidence, which, in turn, can lead to more active expression and feedback on issues that need improvement in their experience. Thus, companies can enhance consumers' sense of power through some ways, such as using environmental elements to stimulate consumers' sense of power.

There are few studies on how the sense of power affects consumers' voice behavior. Prior work on voice behavior has focused on the perspective of customers' perception of the social exchange relationship between themselves and enterprises. The research explores the strategies suitable for enterprises to promote customer voice behavior from the perspective of the sense of power, and the findings contribute to the research on the sense of power and consumer voice behavior.

The authors examined the relationship between leader humility and employee organizational deviance. They also tested the mediating effects of personal sense of power and the moderating effects of organizational identification on this relationship.

The authors tested their hypotheses using a sample of 186 employees from an information technology (IT) enterprise in China. They used hierarchical regression and bootstrapping analyses to test for direct and indirect relationships.

Sense of power mediated the effect of leader humility on organizational deviance and organizational identification moderated the effect of sense of power on organizational deviance. In addition, organizational identification mediated the indirect effect of leader humility on organizational deviance via sense of power. Thus, employees who demonstrate high organizational identification may not conduct organizational deviant behavior, even if they have a high sense of power.

Organizations should explore and practice effective leader humility. Selection and training programs should be developed to choose humble leaders and teach them how to exhibit moderate humility.

The authors contribute to the literature by revealing the negative effects of leader humility in Chinese culture. They find support for their hypotheses that employee sense of power mediates the relationship between leader humility and employee organizational deviance and that this relationship is weaker when employee organizational identification is higher. This clarifies how and why leader humility stimulates employee organizational deviance.

Smiles displayed at varying intensities by service providers may result in different social judgments by customers, affecting decision-making. This study investigates the joint effect of customers' sense of power (low vs. high) and service providers' smile intensity (slight vs. broad) on their warmth and competence perceptions in service encounters.

The authors conducted four experiments based on the Stereotype Content Model (SCM) of social judgments and the agentic-communal model of power, and assessed the impact of perceived power and smile intensity in different service encounter contexts.

The interaction effect of customers' sense of power (low vs. high) and service providers' smile intensity (slight vs. broad) influences customers' social judgments (warmth perceptions vs. competence perceptions). A service provider who displays a broad smile is more likely to be perceived as warmer by customers with a low sense of power, but less competent by those with a high sense of power. Furthermore, mediation analysis revealed that the combined effect of customers' sense of power and service providers' smile intensity on customers' subjective well-being and purchase intentions might be attributed to their social judgments.

This study reveals the intrinsic mechanism behind the interaction effect between smile intensity and sense of power affecting customers' purchase intentions and subjective well-being, namely, warmth/competence perceptions.

This research aims to address the knowledge gap regarding the influence of electronic performance monitoring (EPM) on supervisors' behavior. Building upon the sociomaterial perspective and the general model of disinhibition, the study explores the internal mechanisms and boundary conditions between supervisor EPM use and supervisor undermining.

An online survey was administered via the Sojump platform, inviting supervisors from diverse industries in China to participate in a three-wave study, each wave being approximately two weeks apart. The study gathered multi-wave data from 225 supervisors to assess the conceptual model.

The results showed that supervisor EPM use was positively related to sense of power, which in turn positively related to supervisor undermining. Furthermore, supervisors' individual identity orientation moderates the relationship between supervisor EPM use and sense of power, as well as the indirect relationship between supervisor EPM use and supervisor undermining through sense of power.

This study advocates for responsible EPM use to mitigate supervisor undermining (e.g. making subordinates feel incompetent) and minimize negative leadership behaviors.

The presented results signify a substantial progression in comprehending the interplay between supervisor EPM use and individual identity orientation, and their combined impact on the sense of power and subsequent supervisor undermining.

When will individuals accept or reject systems that subordinate them, when will they take actions that will challenge these status hierarchies, and when will such challenges be more intense, overt, and non-normative? Research suggests that individuals often justify and maintain systems that subordinate them, yet we suggest that there are certain boundary conditions that predict when individuals will no longer accept their place in such systems. We propose a model that examines how multiple factors: A sense of power, emotions associated with power, and perceptions of the system's legitimacy and stability – predict when those in low power will act against authority or when they will act to justify and maintain such systems. We also suggest that the level and type of action taken against a hierarchy changes as more of the elements (i.e., sense of power, emotions, perceptions of the status hierarchy) of our model are present. We predict that the actions taken against hierarchies become more overt and non-normative as more of these factors are present.

This research examines the effects of winning–losing perception, generated from success and failure results, on consumers’ risk preference.

Using different manipulations of success and failure and different measurements of risk preference tendency, the authors conducted five experiments to carry out the research.

Using different manipulations of success and failure and different measurements of risk preference tendency, five experiments were conducted to demonstrate that a clear success increases consumer’ sense of power, which in turn raises their subsequent risk preference; a clear failure, however, decreases consumers’ sense of power, which in turn reduces their subsequent risk preference. Furthermore, a close result can moderate this effect; that is, the difference between narrow-winners and narrow-losers’ risk preferences is weakened.

This study further enriches the research on the impact of winning–losing perception on individuals’ behavior and provides suggestions on how to use the results of online and offline competitions to carry out marketing activities.

While the potential benefits of integrating humour into advertisements are widely understood, the reasons why these effects emerge are not. Drawing on literature about the impact of psychological feelings of power, this research aims to examine how power motivation interacts with the presence of disparaging humour in ads to influence ad-related outcomes.

Following the measurement (Study 1) or manipulation (Study 2) of power motivation, participants viewed an ad featuring either disparaging humour or one of the following alternatives: no humour (Study 1) or non-disparaging humour (Study 2). Sense of superiority, brand attitude, ad claim recall and the perceived humorousness of the ad were then assessed.

Featuring disparaging humour in an ad increased participants’ sense of superiority, but only among those with high power motivation. Among such participants, this heightened sense of superiority increased the perceived humorousness of the disparaging humour (Studies 1 and 2), induced more favourable attitudes towards the brand featured in the ad (Studies 1 and 2) and enhanced ad claim recall (Study 2). These effects did not, however, extend to ads featuring non-disparaging humour (Study 2), indicating that it was the presence of disparaging humour, and not humour per se, that was responsible for these effects.

These findings break open the “black box” of humour by identifying why consumers perceive disparaging humorous content to be funny, when this effect will occur and what impact this will have on advertising-related outcomes.

The purpose of this paper is to determine the mediating role of “moral clarity” and the moderating role of “hypocrisy” in the relationship between sense of power and punishment severity.

The data were collected using purposive sampling from 250 government officials serving at a responsible and authoritative position in different public sector organizations operating in Pakistan.

The study has found a significant indirect effect of sense of power on punishment severity through moral clarity. This study has also found that this indirect effect is significant at higher levels of hypocrisy but insignificant at lower or moderate level of hypocrisy.

The study offers serious practical implications by highlighting the role of hypocrisy in powerful individuals’ moral judgements and their decisions to exercise power and administer punishments.

The study is the first to develop and test a mediated-moderation model of the relationship between sense of power, moral clarity, hypocrisy and punishment severity.

Focusing on the corporate social responsibility (CSR) communication context, the present research aims to understand when and why featuring pride versus empathy in a hospitality brand’s social media post can effectively boost consumers’ loyalty intention.

Two experimental studies examined the congruence effects between emotional appeal and sense of power, where power was made situationally salient within the social media post (Study 1) or measured as a personality trait (Study 2).

Emotional appeals featuring pride (vs empathy) will lead to higher loyalty intention for individuals with a situational or chronic sense of high (vs low) power. A further examination into the psychological mechanism reveals that such congruence effects are serially mediated through consumers’ perceived brand authenticity and brand trustworthiness.

Understanding how the sense of power may influence consumer response to social media posts using different emotional appeals can provide useful guidance for marketers about how to creatively segment customers and curate appropriate targeting messages for effective CSR communication and relationship building on social media.

Extending the message framing research on schema congruity, this research is the first to reveal the congruence effects of emotional appeal and sense of power in CSR communications and uncover the serial mediating roles of perceived brand authenticity and brand trustworthiness in relationship marketing on social media.