The global illegal wildlife trade directly threatens biodiversity and leads to disease outbreaks and epidemics. In order to avoid the loss of endangered species and ensure public health security, it is necessary to intervene in illegal wildlife trade and promote public awareness of the need for wildlife conservation. Anthropomorphism is a basic and common psychological process in humans that plays a crucial role in determining how a person interacts with other non-human agents. Previous research indicates that anthropomorphizing nature entities through metaphors could increase individual behavioral intention of wildlife conservation. However, relatively little is known about the mechanism by which anthropomorphism influences behavioral intention and whether social context affects the effect of anthropomorphism. This research investigated the impact of negative emotions associated with a pandemic situation on the effectiveness of anthropomorphic strategies for wildlife conservation across two experimental studies. Experiment 1 recruited 245 college students online and asked them to read a combination of texts and pictures as anthropomorphic materials. The results indicated that anthropomorphic materials could increase participants’ empathy and decrease their wildlife product consumption intention. Experiment 2 recruited 140 college students online and they were required to read the same materials as experiment 1 after watching a video related to epidemics. The results showed that the effect of wildlife anthropomorphization vanished if participants’ negative emotion was aroused by the video. The present research provides experimental evidence that anthropomorphic strategies would be useful for boosting public support for wildlife conservation. However, policymakers and conservation organizations must be careful about the negative effects of the pandemic context, as the negative emotions produced by it seems to weaken the effectiveness of anthropomorphic strategies.

Recycling can benefit our community and the environment to a considerable degree through the link between collection and processing. Governments and companies make substantive efforts to develop effective communication strategies that encourage people to conduct recycling behaviors by using recycling-aiding products. Across three lab experiments, this research finds that negative frames are more effective in convincing consumers to purchase recycling-aiding products than positive frames. The results can be explained through perceived value and pro-environmental personal norms. Furthermore, negative frames are more effective for consumers with lower environmental involvement. To the best of our knowledge, we are the first to examine the framing effect as it applies to communicating messages about recycling-aiding products. Finally, our conclusions provide solid theoretical support and suggestions for policymakers and marketers, such as designing specific advertisements tailored to different demographics.

Purpose: This research aims to explore how consumers' local brand choices differ between air-polluted days and clean days, and why the difference occurs.Design/methodology/approach: Two studies were conducted. Study 1 used the longitudinal consumption data of various yogurt brands and daily air quality indexes in 2014 and 2015. Study 2 conducted three rounds of surveys on a clean day, a general air-polluted day and a seriously air-polluted day.Findings: The findings indicate that consumers show less tendency of attribution and compensatory consumption during air-polluted days, which in turn decrease their willingness to choose local brands.Practical implications: Implications are provided for future research and marketing practice, especially for local companies that rely heavily on local consumers, and retailers in heavy air-polluted areas.Originality/value: This paper is the first to illustrate the influence of air pollution on consumers' local brand choices, and it extends current understanding on air pollution and consumer choices by discovering psychological process underneath to explain the effect.

Purpose: The purpose of this paper is to study the influence of perceived control on product preferences of consumers under self-threat.Design/methodology/approach: By conducting four experiments, this paper manipulated the participants’ self-threat and three sources of perceived control – namely, the controllability of the threat itself, the internal and external locus of control of the individual and priming the existing positive or negative experience of the individuals. After the manipulations, the participants’ product preferences for self-growth goods or hedonic goods were measured.Findings: The findings of this research indicated that when consumers have a higher perceived control of the threats they are facing, they are more likely to adopt problem-focused coping strategies and show a preference for self-growth goods, which can help them resolve their threats. However, when consumers have a lower perceived control on the threats they are facing, they are more likely to adopt emotion-focused coping strategies and show a preference for hedonic goods, which can help them adjust their emotions.Originality/value: This paper systematically confirms the interactive effect of perceived control and self-threat on consumers’ product preferences, as well as the meditation role of problem-focused coping and emotion-focused coping. It also provides insights for marketers to know what factors may affect consumers’ preferences for products in self-threat situations, thus contributing to marketing practices.

Research has investigated behavioral coping strategies for the negative emotions that public emergencies elicit. Accordingly, our current research explored how people coped with negative emotions in response to the coronavirus disease (COVID-19) outbreak, from a cognitive perspective. Building on the theory of psychological distance and self-construal, we proposed that people who experienced fear, sadness and anxiety responded with independent-self construal, focusing on information that related to themselves and the novel virus (independent information). On the other hand, people who experienced fear, sadness and anger responded with interdependent-self construal, focusing on information that pertained to “us”, the virus and nature (interdependent information). We collected data from 1,142 participants at both the initial peak of the outbreak and when its spread had subsided. Based on this longitudinal data, we examined the effectiveness of these strategies, and our findings suggested that independent information was effective in decreasing fear and anxiety, while interdependent information effectively mitigated sadness. The findings could help researchers, practitioners, governments, and organizations to implement appropriate information strategies to regulate individuals’ negative emotions during and after the COVID-19 pandemic.