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Articles published on Cognitive dissonance

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  • New
  • Research Article
  • 10.1016/j.actpsy.2026.106856
When work, study, and AI collide: Cognitive dissonance and emotional regulation in part-time translation master's students.
  • Jun 1, 2026
  • Acta psychologica
  • Xiaobin Ren + 2 more

When work, study, and AI collide: Cognitive dissonance and emotional regulation in part-time translation master's students.

  • New
  • Research Article
  • 10.1016/j.cpa.2025.102840
Coping with cognitive dissonance in critical environmental accounting research and education
  • Jun 1, 2026
  • Critical Perspectives on Accounting
  • Hannele Mäkelä + 2 more

As academics actively involved in teaching and researching accounting for the natural environment and nonhuman animals in our home institutions, we often experience mixed feelings on the meaningfulness and usefulness of our educational and scholarly activities. We take this Special Issue as an opportunity to reflect on the feelings of cognitive dissonance we experience when trying to respond to the urgency posed by multiple ecological crises. We complement our reflections through real-life examples from our professional experience that illustrate misalignments between our ecologically driven values and our actions. We hope that our exploration of the coping strategies adopted to navigate such inconsistencies will spark further discussion in the academic world.

  • New
  • Research Article
  • 10.1016/j.idh.2026.100418
Antibiotic use in nursing homes: A qualitative study on knowledge and attitudes among assistant nurses', nurses' and general practitioners'.
  • Jun 1, 2026
  • Infection, disease & health
  • Catherine Dumartin + 8 more

Although antimicrobial stewardship programs have proven effective in hospitals, their implementation in nursing homes remains challenging. To inform the development of antimicrobial stewardship programs, we aim to provide an overview of assistant nurses', nurses' and general practitioners' knowledge and attitudes toward the use of antibiotics. Thirty-seven semistructured individual interviews were conducted (9 assistant nurses, 15 nurses and 13 general practitioners). Three separate interview guides - one per health professional - were developed. We performed a thematic analysis following a general inductive approach. All transcripts were double-coded until reaching a kappa of at least 0.80. Data analysis was conducted via NVivo v11. Health professionals' attitudes toward antibiotic use seemed ambivalent. Despite the occurrence of side effects, assistant nurses and nurses indicated that dependent elderly people needed antibiotic prescribing. General practitioners perceived antibiotic use as necessary to prevent rapid deterioration of residents, although they sometimes felt that they could refrain from prescribing. Regarding training needs, assistant nurses and nurses would like to better understand the reasons for antibiotic prescribing. The development of antimicrobial stewardship interventions could build on the cognitive dissonance unraveled and on expressed need for training by (i) integrating messages about the risks of overprescribing, thus allowing general practitioners to adjust their prescribing and attitudes, and (ii) promoting interprofessional decision-making, for both initial prescription and review, making the best use of nurses' and assistant nurses' knowledge of residents' condition.

  • Research Article
  • 10.3138/jvme-2025-0027
An Exploration of the Personal Experience of Moral Dissonance among UK Educators of Veterinary Professionals.
  • May 14, 2026
  • Journal of veterinary medical education
  • Hamish Morrin + 1 more

Moral dissonance is defined as psychological discomfort that arises when the displayed behaviour of oneself or a colleague conflicts with a morally more desirable behaviour. Simply put, an individual will think: "I/they should have acted otherwise." Although moral dissonance and related concepts such as moral injury have been studied in both veterinary medicine and educators more generally, there is a lack of information regarding the experience of moral dissonance in veterinary educators. How do UK veterinary educators experience moral dissonance in their academic career? This study used online interviews to explore the experiences of veterinary educators relating to moral dissonance, and the resulting transcripts were analysed using thematic analysis (TA). Four key themes were identified: professional responsibility, betrayal, moral community, and animal welfare. All of these themes appear in the literature for veterinary clinical work, and all but animal welfare appear in the literature regarding educators, suggesting that veterinary educators may have a similar experience to people in these roles. Further research is needed to determine the prevalence of these experiences.

  • Research Article
  • 10.1080/10696679.2026.2672514
Artificial intelligence recommendations evoke dissonance? The impact of contextual bias on service satisfaction
  • May 13, 2026
  • Journal of Marketing Theory and Practice
  • Wei Du + 1 more

ABSTRACT Despite artificial intelligence recommendations being widely used, there are still many problems behind the algorithms. One of the critical problems is contextual bias in AI recommendations. Contextual bias refers to systematic algorithmic bias that leads to unfair outcomes for specific individuals or groups at the levels of demographics, behavioral history, sociocultural background, or other contextual factors. Across four experimental studies and a field experiment, this research finds that contextual bias reduces service satisfaction, an effect mediated by cognitive dissonance. This negative effect is moderated by consumer motivation and consumer innovativeness. The research contributes to deepening the understanding of how contextual bias influences consumer cognitive processes and further enriches the application of relevant theories in the field of algorithmic bias. Managerially, this research provides insights into how different consumer motivations and levels of consumer innovativeness strategically affect the cognitive processes of consumers regarding contextual bias.

  • Research Article
  • 10.1111/jan.70638
Cognitive Dissonance in Nursing: A Mixed Systematic Review of Its Impact and Coping Strategies.
  • May 12, 2026
  • Journal of advanced nursing
  • Jia Zeng + 3 more

This mixed-method systematic review synthesised quantitative and qualitative empirical evidence on how cognitive dissonance triggered by care experiences and circumstances affects nurses' well-being, professional behaviour, patient care and on the coping strategies nurses use to manage these experiences. Following Joanna Briggs Institute guidance, a convergent integrated synthesis approach combined qualitative and quantitative findings. Sixteen studies were included following a comprehensive search across five databases in August 2024. Sixteen studies were included: 12 qualitative, two quantitative and two mixed-methods. Four key themes were identified: (i) dissonance is triggered by conflicting demands, (ii) dissonance discomfort may generate lasting distress, (iii) dissonance influences nursing practice and quality of care and (iv) dissonance reduction efforts varied. Overall, the evidence base was limited in scope and predominantly qualitative, with included studies generally showing moderate to high methodological quality. Cognitive dissonance is a common but under-recognised challenge in nursing. It arises when actions conflict with professional standards or when nurses are prevented from providing necessary care. If unresolved, it harms nurses' psychological well-being, causing stress, emotional strain and reduced job satisfaction. It may also reduce the quality of care in nursing practice. There is a need for validated measurement tools, longitudinal research exploring long-term impacts and targeted interventions to support nurses. This review is the first to systematically synthesise qualitative and quantitative evidence on cognitive dissonance in nursing. It addresses an important gap by bringing together findings on how dissonance arises in clinical settings, how nurses experience and manage it and its effects on practice and patient care. It also contributes to our understanding of coping strategies nurses use to cope with cognitive dissonance. The findings will support future research, education and interventions aimed at improving care quality and nurse well-being. No patient or public involvement.

  • Research Article
  • 10.62882/btn46382
Society and Planet: How Eco-Aware Coaches Embody Ethical Responsibility
  • May 12, 2026
  • JOURNAL of COACHING ETHICS
  • Kate Sandars + 1 more

Objectives: Coaching professional bodies have publicly acknowledged the role of coaches in responding to climate change, but there is a lack of research into how executive coaches concerned with climate change experience their roles. This qualitative study addresses this gap, exploring, ‘How does being an eco-aware coach show up in coaching?’. Methods: This study employed Interpretative Phenomenological Analysis (IPA) to explore in rich detail the lived experience of self-identified eco-aware executive coaches. Semi-structured interviews were conducted with six experienced coaches based in the UK and Ireland. Results: The findings reveal that eco-aware coaches show up with ethical responsibility towards Society and Planet which interlinks three Group Experiential Themes: Mindset, Inner Work and Partnership. Discussion: The identified themes offer a nuanced understanding of how eco-aware coaches show up, specifically how they experience cognitive dissonance and navigate tensions between their responsibility towards Society and Planet and their professionalism as coaches, ultimately embodying ethical responsibility. The findings challenge the wider coaching community, raising questions about whether coaches can claim to be fully agenda-free. Conclusion: The results of this study contribute to the coaching psychology literature about the emerging field of climate change coaching, illuminating how eco-aware coaches balance their social purpose with their professionalism.

  • Research Article
  • 10.1016/j.jecp.2026.106544
Longitudinal associations between cognitive control consistency and academic skills across kindergarten and first grade.
  • May 9, 2026
  • Journal of experimental child psychology
  • Amanda N Peters + 3 more

Longitudinal associations between cognitive control consistency and academic skills across kindergarten and first grade.

  • Research Article
  • 10.1080/1068316x.2026.2667209
Shedding light on deception: exploring an attribution approach
  • May 7, 2026
  • Psychology, Crime & Law
  • Lyndsay R Woolridge + 1 more

ABSTRACT Deception can produce cognitive dissonance (Festinger, 1962). We explored whether it was possible to leverage classic research on attributions of arousal to improve deception detection. In Study 1, targets voluntarily lied or told the truth about a transgression under one of three conditions: the room’s lighting reportedly induced arousal (arousal attribution), induced relaxation (relaxation attribution), or was not mentioned (control). Study 2 featured similar attribution conditions; however, targets were explicitly instructed to lie or tell the truth about a witnessed event (i.e. behavioral choice was eliminated). As predicted, observers’ deception detection improved in the arousal and relaxation attribution conditions (vs. control) only when targets’ behaviors were volitional. This work provides preliminary evidence that misattributions of arousal might affect deception under high-choice conditions. In turn, attribution manipulation is a promising theory-based approach to improving deception detection that merits further investigation.

  • Research Article
  • 10.1080/0142159x.2026.2663870
From shielded stress to shared support: A sequential, mixed-methods study on informal help-seeking behavior in health professions education.
  • May 1, 2026
  • Medical teacher
  • Annemieke G J M Smeets + 2 more

Although peer support is known to foster well-being among students in health professions education, the mechanisms driving informal help-seeking behavior remain insufficiently understood. Ongoing psychological distress and persistent barriers to faculty-based support increase the need for accessible resources for these future health care professionals. This study explored whether students reach out when experiencing performance pressure and which opportunities they identify to strengthen their peer support network. This sequential, mixed-methods study was conducted at the Radboud University Medical Center, the Netherlands and spanned a six-year period through two distinct phases of data collection (2018-2024). In Part 1, 26 students in Medicine and Biomedical Sciences completed one-on-one interviews. Qualitative analysis identified six key barriers to informal help-seeking; 'Stigma' (S), 'Harm' (H), 'Inutility' (I), 'Ego' (E), 'Load' (L), and 'Disapproval' (D), together forming the SHIELD-framework. In Part 2, 946 students completed a survey developed from Part 1 findings. A mixed-format question design and advanced statistical analyses were used to examine latent patterns in their informal help-seeking behavior. Across both study parts, most students concealed their internal struggles, creating a gap between experience and expression. Their motivations were consistently reflected in the SHIELD-framework across gender, program and year of study. 'Stigma' and 'Disapproval' captured fear of judgment. 'Harm' and 'Load' reflected concerns about burdening others or worsening personal distress. 'Inutility' referred to doubts about the usefulness of disclosure, while 'Ego' related to students' self-image. Many students described suppressing difficult thoughts and emotions, keeping stress confined to their inner world. Students' tendency to shield their stress reflected a complex interplay of personal and contextual barriers. Our SHIELD-framework offers a practical and conceptual handhold for students and educators to better understand these dynamics. Supporting a shift from shielded stress to shared support requires intentional efforts that normalize vulnerability and foster meaningful peer connection.

  • Research Article
  • 10.1016/j.chiabu.2026.107992
Children's narratives of violence: Qualitative findings from a violence study with young children in South Africa.
  • May 1, 2026
  • Child abuse & neglect
  • Pamela Maluleke + 8 more

Research on violence against children in Africa often relies on adult's qualitative accounts or on quantitative surveys that focus mainly on sexual abuse or on adverse childhood exposures. We seldom hear how young children describe their experiences and their perceptions of violence. This study aimed to describe children's personal experiences and perceptions of violence. The study was conducted from 2022 to 2023 in peri-urban and rural Mpumalanga, South Africa with 23 children aged between 6 and 12years who, together with their primary caregivers, were participants in a larger longitudinal cohort study. We used in-depth interviews alongside arts-based methods for the children. Interviews underwent reflexive thematic analysis. Children were highly exposed to physical and emotional violence both in and outside of the home. Physical violence was used as a discipline method by teachers, parents, or children's caregivers. Severe occurrences involved adults using objects to discipline children, including steel pipes, shoes, or classroom materials. Most children associated violence with fear and pain. However, they described physical abuse as a morally "right" act if they understood it to be a form of discipline for their wrong behaviours. Attitudes condoning violence also enabled peer-to-peer violence. Children were not confident in reporting cases of violence inflicted by adults due to the fear of sanctions and the belief that violence from adults was "accepted". In this sample, children had limited spaces that they marked as free from violence. Violence was normalised by the adults inflicting it, creating a state of cognitive dissonance among children, leading to victim blaming and, in turn, inflicting violence against same-age peers.

  • Research Article
  • 10.1080/10720537.2026.2666809
Meaning-Making of Sexual Assault Through Narrative Analysis: A Case Study
  • Apr 27, 2026
  • Journal of Constructivist Psychology
  • Rineeta Banerjee + 1 more

When adverse life events occur, making sense of the experience becomes a central psychological task. While meaning-making has been widely theorized, how meaning is constructed in relation to non-penetrative sexual assault, particularly through narrativization itself, remains underexplored. The present study examines how meaning-making unfolds through narrativization rather than as an outcome of recovery. Using narrative inquiry and reflexive thematic analysis, this qualitative case study explores the narrative of a woman who experienced non-penetrative sexual assault. Analysis revealed four overarching themes that together reflected a recurrent pattern of disruption and rebuilding: shifting ideologies, challenges in making sense, gaining control, and negotiating impact. Meaning-making emerged as an iterative and ongoing process shaped by internal struggles, relational dynamics, and sociocultural narratives, rather than a linear progression toward resolution. By foregrounding narrativization as a meaning-making process, this study highlights the importance of attending to how survivors continually negotiate meaning, identity, and impact over time.

  • Research Article
  • 10.1093/ntr/ntag090
Use of Identity Theories in Smoking Cessation Research: A Scoping Review.
  • Apr 25, 2026
  • Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco
  • Natalia Maria Simionato + 2 more

The role of identity is increasingly a subject of study in smoking cessation research. However, there is still no standard approach to accounting for the construct of identity. The present review was set to identify theories used in peer-reviewed studies to inform the concept of identity in smoking cessation research. A systematic search strategy containing MeSH-based terms focusing on identity and smoking cessation was applied to three databases on February 15, 2026. Thirty-one studies were included, using qualitative, experimental, mixed-methods and software-development designs. Nine theories were used: the PRIME theory of motivation (n = 11); Theory of Planned Behaviour (n = 6) and/or Theory of Reasoned Action (n = 1); Social Identity Theory (n = 7) and/or Self-Categorisation Theory (n = 2); Social Identity Threat (n = 4); Symbolic Interaction Theory alone (n = 1) or in combination with Integrative Theory of Identity (n = 1); and Cognitive Dissonance Theory (n = 1). These theories served as theoretical frameworks or foundations for developing hypotheses, guiding data collection and analysis, and conceptualising identity. Despite differences in methods and outcomes, studies highlight that identity plays an important role in smoking cessation. Identified identity theories in smoking cessation research fall broadly into cognitive or social categories, but there is no consistent approach to selecting or operationalising them. Findings are limited by the number and heterogeneity of studies, but suggest identity is a valuable target for enhancing and developing personalised smoking cessation interventions.

  • Research Article
  • 10.1007/s10508-026-03408-2
Trapped Within the Couple: The Complex, Dissociative, and Dissonant Experience of Intimate Partner Sexual Violence.
  • Apr 25, 2026
  • Archives of sexual behavior
  • Anthony Depireux + 1 more

Sexual violence (SV) and intimate partner violence (IPV) are widely recognized as major public health and societal concerns. Yet, although sexual violence is often examined within broader IPV frameworks, the specific experiential features of intimate partner sexual violence (IPSV) remain underexplored. This study aimed to examine women's lived experiences of IPSV and the meaning-making processes through which coerced sexuality is understood and (sometimes) acknowledged as violence. Using interpretative phenomenological analysis, in-depth interviews were conducted with two women who experienced IPSV within heterosexual marriages. An idiographic, case-based analytic approach was used to examine microprocesses and relational dynamics as they unfolded within the couple. Five experiential themes were identified: (1) the erosion of intimacy, (2) psychological violence as a relational infrastructure shaping sexual coercion, (3) IPSV as an embodied and alienating experience, (4) acknowledging IPSV as an evolving process, and (5) the mark of violence. Findings depict IPSV as elusive and invasive, occurring within a context of attachment and expected safety, and shaped by embodied ambivalence, relational constraint, and cognitive dissonance. Clinically and institutionally, the analysis highlights the risk of misreading performed sexual participation as consent and underscores the relevance of survivor-centered, trauma-informed responses that attend to embodied safety, sexual agency, and the longer-term relational sequelae of IPSV. Future research should further explore IPSV within diverse populations, including sexual minorities and individuals facing intersecting vulnerabilities due to polyvictimization.

  • Research Article
  • 10.1080/09669582.2026.2664633
How can I fly there and talk about environmental change? Moral (dis)engagement among Antarctic tour guides
  • Apr 25, 2026
  • Journal of Sustainable Tourism
  • Elizabeth Cooper + 2 more

One of tourism’s most persistent paradoxes is that we harm places we love by visiting them. This contradiction is well illustrated by the case of Antarctic tour guides, who live with a moral dilemma around the conflicting nature of their work. Although they overwhelmingly report strong concern for Antarctica, they repeatedly engage in behaviour that harms it (i.e. travelling there). In this mixed-methods study, we aim to understand the psychological mechanisms (moral disengagement mechanisms) used to resolve the cognitive dissonance arising from this contradictory behaviour. We collect qualitative data (semi-structured interviews with Antarctic tour guides) and analyse it using a combination of qualitative and quantitative methods (thematic analysis and co-occurrence analysis). We identify 13 novel mechanisms of moral disengagement and three overarching justification narratives that are constructed through complex combinations of mechanisms. Theoretically, the study contributes: (1) the first comprehensive mapping of moral disengagement mechanisms in tourism, (2) several novel mechanisms of moral disengagement, and (3) a deeper understanding of how mechanisms of moral disengagement interrelate. Our results can be used by tourists, practitioners, and policy-makers as a tool to identify disengagement from morals in tourism discourse, and to hold the tourism industry to account on ethical issues.

  • Research Article
  • 10.1108/jic-10-2025-0449
Knowledge authenticity conflict: a mediating mechanism linking algorithmic dependence and intellectual capital erosion
  • Apr 24, 2026
  • Journal of Intellectual Capital
  • Abid Hussain + 3 more

Purpose This study explores how algorithmic dependence (AD), the growing reliance on AI in organizational decision-making leads to intellectual capital erosion (ICE). It introduces a novel mediating construct, knowledge authenticity conflict (KAC), defined as the psychological tension experienced when algorithmic outcomes contradict human expertise or factual reality. This research explores how excessive reliance on AI undermines the authenticity and reliability of human knowledge, thereby weakening intellectual capital. Design/methodology/approach Employing a mixed-method design within small and medium enterprises (SMEs), where human–AI interactions are more direct and emotionally salient, the study uses Grounded Theory to conceptualize KAC and quantitative analysis (n = 920 valid responses) to test theoretical correlations. The KAC scale showed high validity (S-Content validity index/Ave = 0.951; KMO = 0.872). Cognitive Dissonance Theory was used to guide the interpretation of psychological dynamics in AI-mediated decision contexts. Findings The results indicate that AD significantly predicts both KAC (β = 0.58, p < 0.001) and ICE (β = 0.39, p < 0.001). Tenure and AI literacy emerge as protective factors, reducing KAC intensity. Research limitations/implications This study's cross-sectional design and reliance on self-reported data limit causal inferences. The sample consists mainly of digitally connected SMEs, which may not fully represent all small businesses worldwide. Future research could use longitudinal or experimental designs and explore KAC across diverse industries and cultures. Practical implications This research offers strategies for SMEs to manage AI integration and protect intellectual capital, including promoting AI literacy, ensuring transparent algorithmic governance, and adopting human-in-the-loop decision-making. Organizations should address psychological conflicts (KAC) to prevent erosion of human and relational capital. Originality/value By introducing KAC, this research extends intellectual capital theory, emphasizing authenticity as a vital human capital component. It provides a theoretical and practical framework for managers to enhance AI literacy and ethical governance to sustain intellectual capital in digitally transforming enterprises.

  • Research Article
  • 10.1371/journal.pgph.0006336
A qualitative study of the ecology of stigma experiences - An application of the ecological model to stigma experiences of trans-women from Ghana. BSGH019.
  • Apr 24, 2026
  • PLOS global public health
  • Osman Wumpini Shamrock + 9 more

Trans-women in Ghana experience stigma from institutions, social groups, and individuals. Yet, studies are needed to provide a comprehensive understanding of the nature of stigma experienced by trans-women, especially in Ghana and West Africa. This study employs an ecological model to qualitatively explore the ecology of stigma experiences of trans-women living in urban slums in Accra, Ghana (N = 20). Findings revealed stigma across various ecological levels. At the public policy level, the LGBTQ+ bill emerged as a key driver of stigma. Various subcategories related to this bill included: (a) Restricted freedoms of expression and isolation from harm, (b) LGBTQ+ bill potential for facilitating violence, and (c) fear of arrest and jail time. At the institutional level, trans-women encountered stigma in three areas. The first was in the healthcare sector involving rude gestures and behaviors. The second was from law enforcement officers and included (a) harassing attitudes from law officers, and (b) extortion. Community-level stigma encompassed: (a) insults, name-calling, (b) possible harm from gender expression, and (c) fear of attacks. At the interpersonal level, Trans-women experienced: (a) invasion of privacy, (b) leaving home due to safety, (c) threat of bodily harm, and (d) rejection. At the individual/self-stigma level, trans-women experienced (a) self-doubt and internal struggles, and (b) sense of regret and guilt. Findings highlight the unique experiences and pervasive and multi-layered stigma faced by trans-women across different levels of society. Addressing stigma experiences requires a multi-tiered approach that tackles issues from public policy to individual self-acceptance.

  • Research Article
  • 10.4467/20800909el.26.007.23120
The Seleucid Akra and the Hasmonean “First Wall”: Could They Have Coexisted?
  • Apr 24, 2026
  • Electrum
  • Ayala Zilberstein

This paper re-examines the timing of the construction of the “First Wall” around Jerusalem’s Western Hill and the process of the city’s westward expansion. The author argues that internal struggles within the Seleucid court during the mid-second century BCE created instability, weakening Seleucid control in Judea. This allowed Jonathan and Simon to strategically navigate the political landscape. This context suggests that Jonathan and Simon often acted with a Seleucid mandate. Given this political climate, the article proposes that the initiative to rebuild the Western Hill’s ancient wall may have begun earlier, potentially during Simon’s reign or even Jonathan’s leadership, while a Seleucid garrison was still stationed in the Akra. The restoration, starting with the rehabilitation of the ancient wall, may have been a mutually beneficial act. Later, several towers built of marginally dressed ashlar stones were added at strategic points, likely for tactical reasons. In summary, this paper suggests that the westward expansion and the construction of the First Wall were more gradual than previously assumed, and that the initial restoration may have begun before 141 BCE due to Seleucid instability and the Hasmonean brothers’ skillful diplomacy and growing authority—possibly undertaken with some level of coordination with the Seleucid rulers.

  • Research Article
  • 10.1108/ejm-02-2024-0147
Share the credit, pass the blame: examining the role of badges on spillover effects of customer experience in access-based services
  • Apr 24, 2026
  • European Journal of Marketing
  • Dhrithi Mahadevan + 2 more

Purpose In today’s burgeoning platform-based business landscape, firms frequently outsource major components of their services to third-party providers. This shift makes it crucial to understand how a firm’s actions impact customer experiences at these third-party touchpoints. This research aims to explore the impact of a firm’s signaling interventions, through badges, on the spillover of customer experience evaluations from third-party providers to the firm, within the context of access-based services. Design/methodology/approach This study used a multiphased experimental approach through four distinct studies, whereby the authors used between-subjects designs. Studies 1A and 1B, for example, examine the impact of satisfying versus dissatisfying service encounters on platform evaluations, manipulated through scenarios within an on-demand hair salon app context. Study 2 investigates the underlying mechanisms of spillover effects, while Study 3 focuses on the moderating roles of consumers’ risk attitudes and perceived provider-platform independence. Finally, Study 4 replicates the findings of Studies 1A and 1B, albeit in a different context (on-demand laundry platform services). Findings Through the experimental studies, the authors observe that negative experiences with signaled providers result in significantly lower evaluations of the platform, and demonstrates a greater spillover effect than experiences with nonsignaled providers. However, these differential spillover effects are not observed in cases of positive experiences. In addition, our results reflect that perceived cognitive consistency mediates these effects between the platform’s claims and the third-party provider’s service. Broadly, the findings suggest that these effects are moderated by consumers’ risk aversion and their perception of provider-platform independence. Research limitations/implications Future studies could examine spillover effects in multiplatform scenarios, the impact of diverse signaling types (provider credentials, platform guarantees, customer reviews) and the role of information transparency on consumer evaluations. In addition, understanding the long-term impacts of service experiences on platform evaluations could offer insights into whether observed effects are transient or enduring, guiding strategic platform management. Practical implications Findings recommend a cautious approach in promoting specific providers to avoid potential negative effects on consumer perceptions after unsatisfactory service experiences. Highlighting the importance of effective service recovery strategies, this research underscores their necessity in addressing negative experiences with highlighted providers. Furthermore, it suggests platforms should work to lessen the perceived overlap between the platform and its providers, improving consumer perceptions through consistent branding and joint initiatives. For new ABS platforms, building a strong overall reputation is emphasized as critical to mitigating the impact of early negative consumer experiences. Originality/value This study reveals the asymmetric consequences of a firm’s signaling efforts, and provides crucial insights for firms in their choice of badges as signaling strategies to enhance customer experience and maintain firm reputation.

  • Research Article
  • 10.1080/08911762.2026.2664734
Why Charge High When Your Abilities Are Limited? The Effect of Implicit Belief on Willingness to Pay in Participative Pricing
  • Apr 23, 2026
  • Journal of Global Marketing
  • Tam Duc Dinh

As AI-driven, or algorithmic, pricing often favors companies more than consumers, it is meaningful to examine how such a strategy may benefit the latter in a participative pricing mechanism. The current research explores this idea by investigating the interaction between implicit belief in AI and AI-recommended price on consumers’ willingness to pay. The study employed a between-subject experimental design, 2 implicit belief (entity vs. incremental theorist) x 2 AI-recommended price (high vs. low), in both the pilot test (N = 100) and the main test (N = 396). To increase the robustness of the findings, demographic factors and the attitude toward AI were controlled for. Across both studies, when the AI-recommended price was high (vs. low), entity theorists demonstrated a lower willingness to pay compared to incremental theorists. As one of the few experiments manipulating algorithmic pricing, the results made a significant contribution to the literature, and while studies on human-AI interactions are ample, those on consumer communication with AI-recommended price are scant. Managerially, marketers may gain nuanced insights into when and who may be more negatively affected by AI. Employing both implicit belief and cognitive dissonance theories, the study helps pave the way for further research on AI-driven pricing.

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