The presented study is a partial replication of the effect discovered in the author’s previous studies on the influence of storytelling techniques on quantitative market research participant engagement. The study was conducted using the CAWI method on a nationwide sample of N=517. In the experimental group, all questions were asked in a narrative form and were part of a coherent story. The traditional approach was used with the control group. An additional independent variable was the moment of giving instructions containing storytelling elements: before or after the presentation of the advertisement The results replicate the main effect showing that using storytelling makes the respondents more engaged and thus more productive. The Presented experiment also proved that integrating all the questions into a story makes the manipulation effect last longer – the respondents’ engagement was maintained also in the case of detailed questions. Depending on the question, giving instructions after the presentation of the material was associated with equal or greater effectiveness of the storytelling used. This proves that manipulation is also effective in a situation where instruction has no chance of influencing the way the material is viewed. The article presents a new method for increasing the engagement of market research respondents. The use of storytelling has great potential in the practice of research companies in quantitative and qualitative research. The results replicate the main effect showing that using storytelling makes the respondents more engaged and thus more productive. The presented experiment also proved that integrating all the questions into a story makes the manipulation effect last longer. The respondents’ engagement was maintained also in the case of detailed questions. Additionally, giving instructions after the presentation of the material was associated with greater or similar, depending on the question, effectiveness of the storytelling used. This proves that manipulation is also effective in a situation where the instruction has no chance of influencing the way the material is viewed. The article presents a new method for increasing the engagement of market research respondents. The use of storytelling has great potential in research companies’ quantitative and qualitative research.

The ever-increasing incidences of abandoned goods at checkout points threaten the viability of retail operations in many supermarkets. Abandoned products are associated with reshelving costs, deteriorating value due to multiple handling, and turning checkout points into a mess. The incidences of dumped goods at checkout points can be reduced if retail operations managers get some insights into the motivations behind such retrogressive consumer behaviour. The need to get such insights led to this study that conducted interviews with customers who had just abandoned their picked products at checkout points. The aim of the study was to find out the reasons behind the abandonment of goods by customers at retail checkout points. To achieve this objective, a phenomenological research approach was adopted. A sample of 30 conveniently selected participants, determined through reaching a saturation point, was interviewed. Data collection took 5 weeks during the months of December 2024 and January 2025. The data was analysed thematically. The results indicated that customers dump products at checkout points due to several reasons, such as insufficient funds, discrepancies between checkout price and shelf price, checkout price unavailability, checkout system failure, and slow-moving queues. The study recommended that supermarkets should engage banks to provide balance inquiry facilities inside or closer to the supermarkets, ensure matching of checkout prices with shelf prices, prompt pricing of new stocks, maintenance of robust service recovery systems, and improve order processing speeds at checkout points.

The purpose of this study is to better understand how the ethical ideologies of consumers influence their responses to perceived corporate social irresponsibility (CSI), focusing on trust and word-of-mouth (WOM) recommendations. Data were collected through a survey involving 627 car owners in Poland, using a real-life case of CSI concerning a major car manufacturer fined for misleading consumers about diesel emissions. The analysis employed partial least squares structural equation modelling (PLS-SEM). The results indicate that moral idealism amplifies the negative effects of CSI on WOM, while moral relativism produces neutrality towards CSI. Specifically, it appears that highly idealistic individuals are more reluctant to make positive comments about a firm accused of irresponsible behaviour. However, individuals who are more relativistic do not appear to be more sympathetic towards or tolerant of firms that act irresponsibly. The study contributes to the literature by highlighting the role of individual ethical ideologies in shaping consumer reactions to corporate misconduct and offers insights for firms and organizations addressing CSI-related challenges.

This qualitative article explores the significance of a luxury women’s shirt brand in fostering the professional competitiveness of Brazilian Generation Y women. It does this by identifying the personal values that motivate women to wear these shirts, based on the Means-End Theory. This theory was operationalized using the Soft Laddering technique and complemented by non-participant observation. The result is that these shirts play a role in securing respect – primarily professional, but also personal – from third parties for the wearers, helping them to perceive themselves as successful in their careers. This study is the first to examine the ability of a conspicuous product to provide symbolic value to consumers, and it reveals the values of Brazilian Generation Y women that can enrich marketing tactics and thereby improve products and services aimed at them. This research contributes to the literature on status consumption by studying a category of conspicuous consumption not previously investigated in Brazilian academia in terms of its capacity to imbue symbolism in Generation Y consumers through the lens of personal values.

In Poland, non-profit organizations face challenges in attracting and engaging donors, especially of younger ages, in charity. The study explores factors such as gender and household economic standing of Generation Z’s representatives in order to determine charity engagement in the wake of the frequency, value, and channels of financial donations among Generation Z. A survey (CAWI method) was conducted among young people under 25 in Poland. Descriptive statistics and statistical tests were performed to analyse the primary data. Outcomes show that young donors mostly provide financial aid donations once a year and both online platforms and traditional collection methods were the most popular aid donation transfer channels. Moreover, significant differences were found between men and women in donation frequency and amounts, with men donating more frequently and with higher donation values. Similarly, the respondents from households with above-average economic standing donated more often and in larger amounts than those from lower-income households. The study concludes that young people seem to be one-off donors with no regular habits of providing financial aid to needy people, and they are hybrid donors using, in parallel, both traditional and modern financial transfer channels. It appears that gender and economic standing play crucial roles in shaping Generation Z’s charitable behaviours. These findings provide valuable insights for non-profit organisations, suggesting the need for developing tailored strategies based on specific socio-demographic characteristics of Generation Z to engage young donors in charity regularly and intensively.

This study examines the impact of artificial intelligence (AI) on improving customer loyalty through the use of chatbot technology, with a specific focus on the user experience of Moroccan consumers. The increasing integration of AI into customer service, especially through chatbots, represents a significant shift in how companies interact with their customers. Given Morocco’s growing digitalization and the strategic importance of customer loyalty, it is critical to understand how consumers perceive and interact with these technologies. To achieve this, the study used a qualitative research method of semi-structured interviews to investigate consumers’ perceptions, interaction behaviours, and challenges with chatbot usage. A total of 50 interviews were conducted with Moroccan consumers over a two-month period, from January to March. Each session lasted an average of 30 minutes. The results show a mixed picture: high awareness of chatbot advances is accompanied by varying degrees of appreciation and scepticism. Users cited both the potential and limitations of chatbot interactions, particularly in terms of technical responsiveness and personalization. The findings highlight the need to close the technology gap and optimize the user experience to increase the effectiveness of chatbots in customer service. The study contributes to theory and practice through a deeper understanding of AI-driven customer interactions and offers actionable recommendations for Moroccan companies seeking to update their digital customer engagement strategies.

The tandem issue of obesity and overweight is a serious global issue that has attained pandemic scale. Media, particularly advertising, plays an active role in shaping perceptions and behavioural patterns, influencing both how and what people eat. This paper analyses food advertising in Serbia in 2023 in the context of promoting dietary habits. Content analysis of commercials aired on a selection of television stations during the year showed the overwhelming prevalence of ads for food high in fat, sugar, and salt (HFSS), with confectionary products in lead positions. Commercial narratives centre on framing them as sources or catalysts for joyful, fun, and playful experiences. They encourage increased consumption, snacking outside regular mealtimes, and position HFSS foods as essential components to make meals feel complete.

Consumer empowerment focuses on the knowledge, attitudes, skills, and advocacy that enable consumers to recognize and defend their rights and responsibilities. This study aims to explore the relationship between consumer awareness, skills, and assertiveness, highlighting the role of consumer empowerment in defending their rights. The study involves 2,600 respondents, consisting of 1,400 individuals from urban areas and 1,200 individuals from rural areas, analysed using Structural Equation Modelling (SEM). The findings reveal that consumer awareness significantly enhances both skills and assertiveness. Additionally, consumer skills serve as a mediator linking awareness and assertiveness. This research emphasizes that higher awareness among consumers can strengthen their competencies in defending their rights and improve assertiveness in making consumption-related decisions. Therefore, this study makes a significant contribution to the literature on consumer empowerment and provides deeper insights into the importance of awareness in supporting greater empowerment for consumers. The findings can also be used to design more effective policies in the future to enhance consumer awareness and skills.