This study examines how processing fluency influences people’s behavioral intention to perform a pro-social behavior. In particular, we predict that high processing fluency enhances self-efficacy perception which, in turn, increases behavioral intention to participate in a pro-social campaign. Study 1 tested the proposed effect in the context of a pro-environmental campaign. Results showed that individual’s subjective feeling of processing fluency affects the degree of self-efficacy and intention to engage in recycling behavior. Study 2 replicated study 1 in the context of organ donation. In addition, we manipulated the degree of conceptual fluency by differently pairing message framing (gain vs. loss) and background color (blue vs. red). As predicted, participants exposed to campaign advertising with conceptually matching framing-color pairs (blue—gain framing and red—loss framing) expressed a greater level of self-efficacy than those who were exposed to mismatched pairs. In addition, self-efficacy mediated the influence of the color–framing match on the intention to donate organs. Our research contributes to the existing literature by identifying critical drivers that promote actions toward pro-social campaigns. It also provides useful guidelines for marketers who design and implement pro-social campaign communications.

Considering cultural distinctions is an essential part of success in international advertising. In the current research, we provide novel findings of a cultural congruency effect of content order within a unit of advertising. Drawing on the theory of cognitive fit and processing fluency, we explore the contrasting influence of the order of content within a unit of advertising between American and Korean consumers. Across three experimental studies, more favorable responses were found when the presentation order of content in advertising was compatible with cultural distinctions of the respondents, namely, cognitive thinking styles (i.e., analytic versus holistic). Specifically, we demonstrate that Koreans respond to the advertising and the product more favorably when an ingredient is presented first and a final product made with it is shown later, whereas Americans do so when the order is reversed. We provide rigorous evidence of the psychological mechanism by testing a serial mediation model in which processing fluency, induced by perceived fit, is confirmed as a critical mediator underlying the proposed effect. Implications are provided for planning and implementing international advertising strategies, and theoretical contributions are described.

Purpose: Although the use of online authentication systems in banking services is expanding globally, little is known about cultural differences in forming consumers' responses to these services. This paper examines how the usability of an online security service and culture impact consumers' behaviour. Design/methodology/approach: The authors conduct a 2 (usability: high vs low) × 2 (culture: US vs Korea) between-subjects, full factorial design. Findings: The results indicate a differential influence of the usability of a security system by culture. In particular, US consumers exhibit greater behavioural intention in a high (vs low) usability condition, whereas Korean consumers showed more favourable responses in a low-usability condition. Moreover, perceived effort is confirmed as a crucial mediator that explains the psychological mechanism of the proposed effect. Practical implications: This research contributes to the literature on online banking where security is an important determinant of success. Especially for managers involved in international banking services, the findings of cultural differences offer insights about the importance of local understanding and differentiation of bank services for specific target markets which can enhance consumers' response towards an online security service. Originality/value: The current study is one of a very few attempts to examine the role of usability of an online security system in forming consumers' behavioural intention. More importantly, this study integrates the concept of culture to explain how usability influences positive or negative behavioural intention in an international market.

Purpose: The purpose of this paper demonstrate that purchase intention toward a cause-related marketing (CRM)-enhanced product can be positively correlated with consumers’ social responsibility consciousness (SRC) and can be increased or decreased merely by changing the evaluation mode. Design/methodology/approach: The authors conduct three experimental studies with two levels of SRC (high vs low) × two evaluation modes (joint evaluation (JE) vs separate evaluation (SE)) between-subjects design. The dependent variable is purchase intent toward the CRM-enhanced product. Findings: The results indicate that consumers with high SRC are more likely than those with low SRC to purchase a CRM-enhanced product when two products are presented side by side (JE). However, consumers’ SRC level does not impact purchase intention when they see only one product (SE) independently (Study 1). The authors confirm that the proposed effect is mediated by perceived price fairness toward the product (Studies 2 and 3). Research limitations/implications: Future research on CRM-enhanced products should carefully consider that the impact of individuals’ SRC level was in very different directions depending on the evaluation mode. In addition, further investigation is needed to address generalizability issues regarding samples and hypothetical stimuli. Practical implications: These findings offer recommendations to help practitioners design effective marketing communications about CRM practice for target markets. Originality/value: To the authors best knowledge, the current study is the first attempt to explore the crucial role of SRC, presentation mode and their interaction on purchase intention toward CRM-enhanced products.