<abstract xmlns="http://www.w3.org/1999/xhtml"> Consumers often choose virtue food to attain health goals and vice food to achieve indulgence goals. However, food and beverage companies have begun to nullify the vice and virtue categories by bundling vice and virtue ingredients into a single item (e.g. Yogurt with Oreo topping). This research contrasts how consumers from Asian and Western cultures evaluate such vice/virtue food bundles. Building on the perceptual processes and regulatory focus literatures, two cross-cultural experiments using participants in Thailand and the U.S. shows that Westerners prefer virtue-heavy bundles to vice-heavy bundles while Asians show similar preference across both types of bundle. Process measures revealed that Asians perceive greater fit between vice and virtue components in the bundles than Westerners and this perceived fit mediates the effect of culture on their food choice. Study 2 reveals the boundary condition. Specifically, when regulatory focus was manipulated, the effect of culture is no longer significant. The findings provide managerial implications for food and beverage companies as well as contributions to consumer behavior literature.</abstract>

State University of New York at Oswego, New York, United States

State University of New York at New Paltz, New York, United States

Sugar in disguise or healthy indulgence: A cross-cultural comparision of the perceptions of dietary vice/virtue bundles

<abstract xmlns="http://www.w3.org/1999/xhtml"> The present study investigates the motivational effects in a sample of Romanian employees in private companies that implement pay for performance programs of one of the characteristics of these programs, namely pay dispersion, and on the potential mediating role of organizational justice in these effects. To this aim, we examined the relationships between the amounts of pay dispersion introduced by the respective financial incentive system, employee perceptions of distributive and procedural justice, work motivation, and base salary, respectively. The results of the data analysis, performed through structural equation modeling, support our hypotheses concerning the positive effect of performance – related pay dispersion on motivation and the mediating role of the two dimensions of organizational justice in this effect. Larger financial rewards allocated by the financial incentive system for high performers increase employee perceptions of distributive and procedural justice, which, in turn, foster work motivation. Base salary was also found to influence pay dispersion, as well as perceived distributive justice.</abstract>

Motivational effects of pay dispersion in pay for performance programs implemented in Romanian companies

<abstract xmlns="http://www.w3.org/1999/xhtml"> The paper proposes several indicators for the degree of convergence in the internationalization of European higher education, based on previous research on the topic and on the availability of data in the large repositories, such as Eurostat. Starting from longitudinal data series built using the values of the selected indicators in 2015; we have grouped European higher education systems in clusters, based on their similarity, that is, potential for medium term convergence. These findings may serve as a guiding methodology for further, more detailed investigations on convergence and divergence of higher education systems in Europe. The main limitations arise from the availability of data, more specifically from the lack of in-depth data collection at the European level.</abstract>

Trends in the internationalization of European higher education in a convergence perspective

<abstract xmlns="http://www.w3.org/1999/xhtml"> The present paper pleads for the awareness of HR strategy importance, in terms of proper design and implementation, as they definitely could impede or sustain the development of an organization. By making use of G.VALI, the model of organizational culture dynamics, we look for revealing the impact that (non-)existence of HR strategy, its alignment and coherence could have on the organization success. As proven by human experience, all types of strategies could work and be effective in certain conditions. Even more, no one can say that one strategy is better than other. However, in the same way, there is no guarantee of some strategies success. In this light, the difference lays in the handy and clever interlock of the country specific advantages and firm (-tobe) specific advantages. For achieving this specific aim, vertical (alignment) and horizontal (coherence) integration of each functional strategy must be ensured.</abstract>

HR strategy – necessity or fad for business sustainability?

<abstract xmlns="http://www.w3.org/1999/xhtml"> Due to the rapid growth of the Internet and use of e-commerce in the recent years, viral marketing has drawn the attention of manufacturing and service organizations. However, no research has been conducted to examine the impact of message appeal and message source credibility on consumers’ attitude with mediating role of intellectual involvement of consumers and their risk taking level. The aim of this study was to examine the impact of appeal and message source credibility on consumers’ attitude with mediating role of consumers’ intellectual involvement and their risk taking level. The population of this study includes consumers of mobile phones (Samsung, Sony, Nokia, LG and iPhone) in the Bushehr city (Iran). As the population of the study is unlimited, 430 questionnaires were distributed using available sampling method, and 391 questionnaires were collected and analyzed. Using structural equation modeling, we analysed the data through smart PLS software. The results show that the appeal and credibility of the message source impact the consumer attitudes toward the brand. We also found that the intellectual involvement of consumers plays the mediating role in the relationship between message appeal and consumer attitudes toward brands. In the relationship between message source credibility and customer attitude towards the brand, the level of risk taking of people has no mediating role.</abstract>

Investigating the impact of viral message appeal and message credibility on consumer attitude toward the brand

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