A growing number of enterprises are using virtual influencers on livestreaming e-commerce platforms to extend the duration for which live streamers stay online. This article uses the uncanny valley phenomenon to investigate the effects of the level of anthropomorphization of images of virtual influencers on the purchase intention of consumers. We divided the images of virtual influencers into three categories according to their level of anthropomorphization: cartoon images (low), medium-realistic images (medium), and hyper-realistic images (high). We identified a U-shaped relationship between the level of anthropomorphization of images of virtual influencers and consumers’ purchase intention. Virtual influencers represented by cartoon images and hyper-realistic images enhanced the purchase intentions of consumers, while streamers with medium-realistic images reduced them. Algorithmic aversion was found to play a mediating role in this relation. In addition, self-efficacy had an inhibitory effect on the inverted U-shaped relationship between the anthropomorphism of the image of the virtual influencer and algorithmic aversion. When the virtual influencer had a medium-realistic image, consumers exhibited the strongest algorithmic aversion, the lowest purchase intention, and the most significant inhibition in self-efficacy. This work provides guidance for designing images of virtual influencers for marketing-related activities on livestreaming e-commerce platforms.

Upward comparisons are prevalent in life and have a significant influence on consumer psychology and subsequent behavior. Previous research examined the effects of upward comparisons on consumption behavior, mainly focusing on behavior that evokes positive emotions (e.g., donation behavior, sustainable consumption) or behavior that evokes negative emotions (e.g., impulsive consumption, compulsive consumption) and less on behavior that evokes both negative emotions and positive emotions (i.e., counterhedonic consumption). This research examined the effect of upward comparisons on counterhedonic consumption. Five studies (N = 1111) demonstrated that upward comparison (vs. non-upward comparison) leads to counterhedonic consumption, and this effect is mediated by relative deprivation (Studies 2 and 3). In addition, this research showed that the comparison targets moderate the effects of upward comparisons on counterhedonic consumption. Specifically, when the comparison target is a friend, an upward comparison (vs. non-upward comparison) leads to counterhedonic consumption. When the comparison target is a stranger, an upward comparison (vs. non-upward comparison) has no significant influence on counterhedonic consumption (Study 5). Our findings extend the research on upward comparisons, relative deprivation, and counterhedonic consumption.

Introduction: It was common for brands to use different numbers of endorsers in marketing practice. Nevertheless, research on brand endorsers’ quantity has not yielded a uniform consensus. The previous research about brand endorsers mainly focuses on the appeal of endorsement, brand category, and endorser characteristics, paying less attention to the impact of cultural factors, particularly self-construal. This study delves into selecting brand endorsers across diverse cultural regions for the same brand.Methods: Drawing on the principles of self-consistency theory and self-construal theory, our research, conducted through three distinct experiments, reveals that consumers tend to hold more favorable opinions about brands endorsed by a single individual. Furthermore, self-consistency emerges as a crucial mediating factor in this phenomenon. Additionally, self-construal is an essential factor among consumers from various cultural backgrounds.Results: Consumers with an independent self-construal exhibit more favorable brand perceptions when it comes to single-endorser brands compared to their counterparts with an interdependent self-construal. Conversely, individuals with an interdependent self-construal demonstrate a more positive disposition towards brands with multiple endorsers than those with an independent self-construal.Discussion: This research not only enriches and extends our theoretical understanding of the impact of the number of brand endorsers on consumer brand attitudes but also provides valuable practical insights for optimizing the selection of brand endorsers for companies.

This study investigates the role of information boundaries in organic food packaging and their impact on consumers' purchase intentions, aiming to uncover how packaging information design can drive sustainable consumption. Although previous research has extensively explored factors such as background color, shape, and positioning, the influence of information boundaries has received less attention. Through three experiments involving 766 participants, this study delves into the psychological mechanisms influencing sustainable consumption. Experiment 1 explores how information boundaries (presence vs. absence) affect purchase intention and confirms that health perception mediates this relationship. Experiment 2, using virtual brands to eliminate brand familiarity bias, further validates the positive effect of information boundaries on purchase intention through heightened health perceptions. Experiment 3 investigates the moderating role of certification label structures, showing that information boundaries enhance purchase intentions when ingredient-level cues are presented, whereas boundary-free designs are more effective for product-level cues. Our research demonstrates that driving consumer purchases of organic products through strategic packaging design contributes significantly to achieving sustainability goals. These findings provide actionable insights for businesses and policymakers aiming to develop packaging strategies that promote long-term sustainability and environmentally responsible consumer behavior, ultimately contributing to the achievement of global sustainable development goals.

MeiXing Dong, Xueming Xu, Yiwei Zhang, Ian Stewart, Rada Mihalcea. Proceedings of the Ninth International Workshop on Natural Language Processing for Social Media. 2021.

This study investigates the role of information boundaries in organic food packaging and their impact on consumers’ purchase intentions, aiming to uncover how packaging information design can drive sustainable consumption. Although previous research has extensively explored factors such as background color, shape, and positioning, the influence of information boundaries has received less attention. Through three experiments involving 766 participants, this study delves into the psychological mechanisms influencing sustainable consumption. Experiment 1 explores how information boundaries (presence vs. absence) affect purchase intention and confirms that health perception mediates this relationship. Experiment 2, using virtual brands to eliminate brand familiarity bias, further validates the positive effect of information boundaries on purchase intention through heightened health perceptions. Experiment 3 investigates the moderating role of certification label structures, showing that information boundaries enhance purchase intentions when ingredient-level cues are presented, whereas boundary-free designs are more effective for product-level cues. Our research demonstrates that driving consumer purchases of organic products through strategic packaging design contributes significantly to achieving sustainability goals. These findings provide actionable insights for businesses and policymakers aiming to develop packaging strategies that promote long-term sustainability and environmentally responsible consumer behavior, ultimately contributing to the achievement of global sustainable development goals.