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AbstractThe objective of this research is to test the theoretical conceptualizations of the self – the malleable self‐concept – by examining the interplay of brand personality and social situation in determining brand preference and evaluation. This research also aims to assess the moderating influence of self‐monitoring in the relationship. Two experimental studies were conducted in Korea. Findings suggest that the congruency of brand personality traits and social situations leads to a more positive brand attitude. This research also supported theory‐based interactions in which situation congruity was enhanced for high versus low self‐monitors. Copyright © 2011 John Wiley & Sons, Ltd.

This study investigates how corporate character is shaped by organizational symmetrical communication and its effects on the quality of employee-organization relationships. Results of an online survey with 314 working adults in the United States showed that symmetrical internal communication plays an important role in defining the organization's positive character of agreeableness (i.e., warmth, empathy, and integrity), enterprise (i.e., modernity, adventure, and boldness), and competence (i.e., conscientiousness, drive). Symmetrical internal communication positively influences the quality of employee-organization relationships. The ruthless corporate character showed significant negative effects on employee trust, control mutuality, commitment, and satisfaction. The theoretical and managerial implications of the study are discussed.

In optimal distinctiveness theory, it is suggested that individuals pursue an optimally distinctive identity at the personal level when their collective identity no longer sustains the balance between need for assimilation and differentiation. We tested this assumption via 2 online
experimental studies in the context of brand consumption. In Study 1, with 86 participants, we found that individuals with a high need for uniqueness were less likely to purchase brands used by the majority of members of an in-group when the group was homogeneous and the product was identity
relevant because of their need for arousal of differentiation under these conditions. In Study 2, we temporarily primed need states of 93 participants and results supported the relationships we had observed in Study 1. By using brands as an identity-signaling mechanism, we found that the need
for internal balance would be activated at the collective or personal level to ensure an individual's optimal distinctiveness.

While the 1998 Master Settlement Agreement (MSA) between tobacco companies and forty-six states banned targeting youth through advertising and promotions, it did not designate specific visual imagery restrictions for magazine advertisements. While several studies have examined the MSA's effect on cigarette advertising expenditures in magazines and exposure of youth to such advertisements, this study provides a descriptive account of changes in the visually oriented content of cigarette advertisements in two popular youth magazines before and after the MSA.

Using its technological capabilities, Facebook has introduced customized and more relevant commercial messages for its growing number of advertisement-savvy users. We empirically examined the factors that influence the way in which users respond to Facebook-based advertising, using
the perceived advertising values posited by Ducoffe's model and Facebook usage behavior as a basis. The results of an online survey that involved 758 participants show that users are more likely to click on Facebook-based advertising if they perceive it as informative rather than irritating.
Moreover, the extent to which users depend on Facebook and participate as "fans" on brand pages positively impacts the likelihood that they will click on advertising.

Mothers are heavily engaged in social media, and mommy influencers have become key sources of information and targets for social comparison. This study investigates the psychological mechanisms by which mothers' parental stress is affected by social comparison with mommy influencers. An online survey was conducted among South Korean millennial mothers ( N = 237). The results revealed that mothers who frequently compare themselves to mommy influencers may experience both positive and negative effects depending on the envy type. While social comparison was positively associated with both benign and malicious envy, the relationships between these two forms of envy and parenting efficacy differed. Benign envy was positively and malicious envy was negatively associated with enhanced parenting efficacy, respectively. Both envy and parenting efficacy serially mediated the relationship between mothers' social comparison experiences with mommy influencers and parental stress. The implications of these findings are discussed along with suggestions for future research.