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.

Enhancing corporate accountability in areas such as environment, social, and governance (ESG) has solidified its role in the discussion on improving corporate resilience and growth. ESG management activities not only augment corporate sustainability and risk control but also influence the professional roles and personal lives of members through their perceived ESG. Historically, most ESG research has centered on the interrelation of corporate ESG endeavors and outcomes, while studies focusing on the influence of perceived ESG on members have been sparse. In this light, our investigation, rooted in the conservation of resources theory, aimed to delineate the mechanistic link between perceived ESG and members’ psychological well-being. This study employed a stratified random sampling technique and collected data across three waves, each spaced four weeks apart. Our sample comprised 325 Korean employees working in administrative, technical, service, and sales roles. This study recruited 325 Korean employees across three time-lagged phases and found that ESG comprehension enhances job meaningfulness, subsequently amplifying psychological wellness. Intriguingly, as pay satisfaction escalates, the mediating role of job meaningfulness between perceived ESG and well-being intensifies. Our study underscores that for organizations to harness perceived ESG to boost psychological well-being via job meaningfulness, managing pay satisfaction is imperative. These findings highlight a crucial policy implication: policymakers must actively promote ESG awareness and incorporate it into employee compensation strategies. This integration is essential to cultivating a healthier, more engaged workforce and driving long-term organizational success.

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.

Prior research on money priming has suggested two seemingly contradicting findings. On the one hand, money has been shown to highlight the importance of cost saving, leading to the choice of a low-quality/low-price option. On the other hand, individuals primed with money as a symbol of social status, and capabilities may focus on social value of money, e.g., higher spending symbolizes higher status and prefer an option with high quality/high price. Current research proposes and demonstrates that whether money priming will lead different choices depends on the nature of the consumption context. Specifically, when the product is to be consumed privately, money priming will highlight the importance of cost, thus increasing the preference for lower price at a lower quality. However, when the product is to be consumed publicly, reversed pattern of consumer preference will be found.