Moderating Effect Of Need Research Articles

Teaching presence promotes learner affective engagement: The roles of cognitive load and need for cognition

The association between teaching presence and learners' affective engagement was examined, along with the mediating effect of cognitive load and the moderating effects of need for cognition. A self-report survey of 883 university students was carried out. Results showed that teaching presence enhanced affective engagement, in part through cognitive load, and that need for cognition amplified teaching presence's beneficial effect while attenuating cognitive load's detrimental one on affective engagement. The results may help us better understand how instructional elements affect learners' affective-motivational outcomes by supporting the integrated expectancy-value-cost theory and cognitive load theory perspective. Practical implications were discussed.

Specialty coffee consumption intervention illustrates the utility of behavior feedback messages

Despite having similar amounts of caffeine, “specialty” coffee drinks (SCDs; e.g., lattes and frappes) contain nearly 10 times as many calories and cost nearly double the price compared to more traditional coffee drinks (e.g., brewed and iced coffee). The current study examined the efficacy of generic and personalized behavior feedback messages to reduce participants' intention to consume SCDs, as well as the moderating effects of Need for Cognition (NC; i.e., one's willingness and tendency to engage in critical thinking; Cacioppo & Petty, 1989) on this intervention. Furthermore, participants' immediacy of likelihood-to-reduce their SCD consumption was also analyzed. Participants completed an online survey that included one of four behavior feedback messages (personalized feedback, generic feedback with a memory prompt, generic feedback without a memory prompt, and no message), pre- and post-intervention measures of SCD consumption and likelihood to reduce their consumption, and the NC Scale (Cacioppo, Petty, & Fao, 1984). Although each of the three behavior feedback messages were successful at reducing SCD consumption intention compared to the no message control, no moderating effect of NC was established. Furthermore, NC predicted both post-intervention specialty coffee consumption intention and likelihood of reducing consumption “in the next few days,” but in a surprising manner. Although further investigation into the application of behavior feedback and the moderating effects of NC are necessary, these data suggest that behavior feedback, whether generic or personalized, may be a useful dietary intervention for high-cost, high-calorie coffee consumption.

The relation of individual and collective narcissism and belief in COVID-19 conspiracy theories: the moderating effects of need for uniqueness and belonging

The Covid-19 pandemic not only led to chaos and uncertainty, it also brought about many conspiracy theories. In the last two decades, with considerable amount of research, social psychologists have begun to unravel the personality traits underlying conspiracy theories. One such trait is narcissism where the need to distinguish oneself from others might be satisfied by holding beliefs that are different from the general population. In this research, we focus, for the first time in the literature, on both collective and grandiose narcissism’s predictive effects on Covid-19 conspiracy theories and the possible moderation of need for uniqueness (feeling oneself to be special and different from others) and belonging (feeling oneself to be part of a larger and worthy whole). In a Turkish sample (N = 309), we found that both collective and grandiose narcissism were significant predictors of Covid-19 conspiracy. In addition, when the need to feel special was high, grandiose narcissists, but not collective narcissists, tended to believe in Covid-19 conspiracies. Finally, we found that generic conspiracy beliefs were also important predictors of Covid-19 conspiracy theories. Our research illuminates the link between narcissism and Covid-19 conspiracy theories. Future research should look for other possible moderating factors between collective narcissism and conspiracy beliefs in the context of Covid-19.

OTT 스포츠 콘텐츠 몰입이 PPL 광고효과에 미치는 영향 : 인지욕구 및 관여도의 조절효과

The purposes of this study was to examine the impact of engagement in an OTT sport program on advertising effectiveness and determine if there is a moderating effect of need for cognition and involvement in the relation between engagement in an OTT sport program and advertising effectiveness. In order to achieve study objective, a total of 256 undergraduate and graduate students enrolled in metropolitan area was selected using convenient sampling method and responded to the survey questionnaire. Data analyses included frequency analysis, exploratory factor analysis, reliability analysis, descriptive analysis, correlation analysis, two-way MANOVA, two-way ANOVA and independent sample t-test with SPSS 23.0 and AMOS 22.0. The results of this study were as follows. Firstly, engagement in OTT sport program had a significant effect on advertising effectiveness, however, engagement did not affect advertising recognition. Secondly, there was no moderating effect of need for cognition in the relation between engagement in OTT sports program and advertising attitude and advertising recognition. Thirdly, there was no moderating effect of involvement in sports in the relation between engagement in OTT sports program and advertising attitude and advertising recognition. Additionally, managerial implications and future research opportunities were also suggested.

Airport passengers' adoption behaviour towards self-check-in Kiosk Services: the roles of perceived ease of use, perceived usefulness and need for human interaction

PurposeThe purpose of this paper is to examine the factors influencing passenger adoption and behaviour of self-service technology (SST) in airports. This study adopted the Theory Acceptance Model (TAM) and extended the model by including the need for human interaction (NI) construct in the study framework. Design/methodology/approachThe research framework is based on the theoretical concepts of SST usage from the inter-disciplinary field. Four hundred two questionnaires were collected from passengers who used the self-check-in kiosks in Kuala Lumpur International Airport (KLIA and KLIA2). The collected data were analysed using the structural equation modelling (SEM) technique. FindingsDifferent factors determine passengers' willingness and adoption of SSTs. Perceived ease of use and perceived usefulness significantly affect passenger adoption and behaviour of SSTs in airports. However, the passenger was much comfortable with the SST as the moderating effect of need for human interaction shows a negative result. Practical implicationsThe findings contribute to an understanding of how and why passengers use SSTs, which is critical from a customer relationship management (CRM) perspective. Better strategies can be developed to manage and coordinate SSTs delivery in the airport by understanding the passengers’ experience from the self-check-in kiosks. Originality/valueThis paper goes beyond the basic SSTs usage and intentions study by highlighting the nonimportance of human interaction in SSTs usage specifically by airport passengers.

How Millennials’ Personality Traits Influence Their Eco-Fashion Purchase Behavior

This study examined how millennials' personality traits (i.e., ecological consciousness and social consciousness) influence their behavior outcomes (i.e., purchase intention and willingness to pay more) in the eco-fashion context by applying attribution theory. This study also tested the moderating effect of need for variety on the relationship between millennials' personality traits and their behavior outcomes. A focus group including 9 participants and an online questionnaire involving 141 participants were used to accomplish the purpose of the study. A confirmatory factor analysis (CFA) was used to test how well the measured variables represented the various constructs, and structural equation modeling (SEM) was used to test the hierarchical relationships among millennials' personality traits and their behavior outcomes. The results indicated that millennials' ecological consciousness and social consciousness positively influenced their purchase intention and willingness to pay more for eco-fashion. Furthermore, the results supported the existence of a moderating effect of millennials' need for variety on the relationship between social consciousness and willingness to pay more. Specifically, when millennials had a higher need for variety, their social consciousness had a stronger positive effect on willingness to pay more for eco-fashion. This study extends previous work involving attribution theory by affirming that millennials' eco-fashion consumption behavior is influenced by their personality traits such as ecological consciousness and social consciousness. In addition, this study has managerial implications for apparel manufacturers, designers, and retailers and offers suggestions for educators in fashion marketing

How does material possession love influence sustainable consumption behavior towards the durable products?

Abstract Sustainable consumption behavior of residents affects the sustainable development of the society. Sustainable consumption behavior of durable products involves interactions between the consumer and product, while emotions are an important factor that occurs during interaction between the consumer and the product. The current study explores the effect of consumers’ needs on material possession love and sustainable consumption behavior toward durable products, and investigates the moderating effect of materialism values. A total of 824 responses were collected from residents in China. An extended model of self-determination theory and material possession love was developed and tested based on structural equation modeling and multi-group analysis. The results indicate that consumers’ needs for autonomy, affiliation, and control significantly affect material possession love, thereby affecting their sustainable consumption behavior. Materialism strengthens the positive effect of the need for autonomy and need for control on material possession love. Materialism does not have a significant moderating effect of need for affiliation on material possession love. The research findings will benefit both environmental and economic enhancement efforts among policymakers, educators, and industry professionals, enabling them to formulate strategies to ensure better communication with consumers to promote desirable consumption behavior.

호텔 종사원이 지각하는 고객불량행동과 직무만족, 고객지향성의 구조적 관계 : 성취욕구의 조절효과를 중심으로

호텔 종사원이 지각하는 고객불량행동과 직무만족, 고객지향성의 구조적 관계 : 성취욕구의 조절효과를 중심으로

The impact of temporal distance and need for status on employee evaluations of Corporate Social Responsibility campaigns

ABSTRACTCorporate Social Responsibility (CSR) programs depend on employee participation, and hospitality companies are looking for ways to increase employee engagement. A better understanding of the factors leading to positive attitudes among employees toward CSR programs is needed. This article examines the moderating effect of need for status (NFS) on relationships between the temporal distance of the CSR campaign, employee attitudes, and turnover intention using the framework of Costly Signaling Theory. The results indicated that when the CSR campaign was to benefit a short-term cause, individuals high in NFS had a more positive attitude and lower turnover intention than those low in NFS.

Mediating Effects of Agility and Moderating Effects of Need for Cognition in the Relationship between Affordance System and Innovative Behavior: Focusing on the Service Firms

Mediating Effects of Agility and Moderating Effects of Need for Cognition in the Relationship between Affordance System and Innovative Behavior: Focusing on the Service Firms

Workplace ostracism and proactive customer service performance: A conservation of resources perspective

This study tests the impact of workplace ostracism on hospitality employees’ proactive customer service performance (PCSP). Drawing upon the conservation of resources theory, we investigate the effects of two sequential mediators (i.e. job tension and customer orientation) and the moderating effect of need for affiliation. Using a time-lagged research design and the data from 16 hotels in China, we find that workplace ostracism positively influences job tension; job tension decreases customer orientation, which in turn undermines employees’ PCSP. Moreover, we find that need for affiliation exacerbates the effect of workplace ostracism on job tension such that the effect is stronger when employees’ need for affiliation is high rather than low. We discuss the theoretical and practical implications subsequently.

Seeing the Unseen Menu

The main purpose of this study was to provide the motivation for consumers to use “ghost items” and to analyze the impact of these motivation on behavioral intentions (purchase and word of mouth). In addition, as a propensity, need for uniqueness was used to reflect consumers’ perceptions of their difference to others. Accordingly, the moderating effect of need for uniqueness between motivation and behavioral intention was also examined. The result of this research indicated that “will to differentiation”, “will to self-satisfaction”, “will to curiosity” and “will to innovativeness” were motivation of consumers to use “ghost items”. These motivation to use “ghost items” had positive effect on behavioral intention. Need for uniqueness moderated the relationship between motivation and behavioral intention significantly. A number of implications on consumers motivation and the effects of need for uniqueness on behavioral intention are discussed.

Leaders' charismatic leadership and followers' commitment — The moderating dynamics of value erosion at the societal level

In modern societies, followers might dissociate from their leaders. In our conceptual paper we discuss how the societal-level process of value erosion (Sennett, 2005) influences this phenomenon. First, we outline in what way value erosion will lead to followers' leadership-related cynicism on the one hand and an increased need for meaning on the other hand. We then describe in what way followers' cynicism and need for meaning moderate the positive relation between charismatic leadership and followers' affective and normative commitment. Last, we address the balance between the opposing dynamics of cynicism and need for meaning among followers by discussing the circumstances in which cynicism diminishes the positive moderating effect of need for meaning, and need for meaning compensates for the negative moderating effect of cynicism. We outline future research paths and implications for management.

Modeling online consumer behavior: Preeminence of emotions and moderating influences of need for cognition and optimal stimulation level

A model of online consumer behavior incorporating emotions, cognitions, flow, entertainment, online attitudes and purchase intentions was developed and tested, as well as the moderating effects of need for cognition (NFC) and optimum stimulation level (OSL). Cognitions relate to website functional characteristics, while entertainment relates to its hedonic characteristics. Emotions encompass pleasure, arousal and dominance. Findings indicate that in the context of online visiting, emotions precede cognitions. Among other findings, the dimension of dominance played a major role in the model. The moderating effects of NFC and OSL on the model were tested individually as well as the interactive effects of these moderators. Strong main and interactive effects of NFC and OSL were found. Several key differential paths were identified. Finally, the article provides a description of website visitors based on these personality variables.

Advertising Effectiveness of Headline Copy and Product Type in Visual Metaphoric Ads:Focusing on Moderating Effect of Need for Cognition

Advertising Effectiveness of Headline Copy and Product Type in Visual Metaphoric Ads:Focusing on Moderating Effect of Need for Cognition

Message Framing in Social Networking Sites

Online social networking sites represent significant new opportunities for Internet advertisers. However, results based on the real world cannot be generalized to all virtual worlds. In this research, the moderating effects of need for cognition (NFC) and knowledge were applied to examine the impact of message framing on attitudes toward social networking sites. A total of 216 undergraduates participated in the study. Results reveal that for social networking sites, while high-NFC individuals form more favorable attitudes toward negatively framed messages than positively framed messages, low-NFC individuals form more favorable attitudes toward positively framed messages than negatively framed messages. In addition, low-knowledge individuals demonstrate more favorable attitudes toward negatively framed messages than positively framed messages; however, the framing effect does not differentially affect the attitudes of high-knowledge individuals. Furthermore, the framing effect does not differentially affect the attitudes of high-NFC individuals with high knowledge. In contrast, low-NFC individuals with low knowledge hold more favorable attitudes toward positively framed messages than negatively framed messages.

An Effect of Work-Family Conflict on Turnover Intention and Organizational Commitment

Abstract The primary objective of this study is to investigate the factors that influence work-family conflict and to identify the relationships between the factors and organizational commitment and turnover intention. In addition, we investigate the moderating effect of need for achievement, need for power, and perceived organizational support on the relationships. The research results show that work-family conflict has significant and negative effect on organizational commitment. On the other hand, work-family conflict has significant and positive effect on turnover intention. Need for achievement and need for power play a moderating role between work-family conflict and organizational commitment and work-family conflict and turnover intention. The conclusions and implications are discussed. Key Words : Work-Family Conflict, Need for Achievement, Need for Power, Organizational Commitment, Turnover Intention Received 21 May 2013, Revised 10 June 2013Accepted 20 August 2013Corresponding Author: Tae-Seok Jeong(Sahmyook University) Email: bigstone@syu.ac.krⒸ The Society of Digital Policy & Management. All rights reserved. This is an open-access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons. org/licenses/by-nc/3.0), which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is ISSN: 1738-1916 properly cited.

The moderating effects of need for cognition on drivers of customer loyalty

Purpose – While satisfaction, value, image, and credibility are commonly assumed to drive customer loyalty, there is nevertheless reason to question whether their effects vary across groups of consumers. This paper seeks to explore how individuals with contrasting need-for-cognition (NFC) levels differ in using memory-based information when forming behavioral intentions towards a current service provider. Design/methodology/approach – The authors tested the hypotheses by means of survey data from customers of retail banks, and applied two-group analysis using structural equation modeling (SEM) to test the moderating effects of NFC. Findings – Satisfaction positively affects loyalty for high NFCs, but not for low NFCs. Image is insignificant in both groups. Value positively affects loyalty for low NFCs, but not for high NFCs. Credibility has a positive effect for low NFCs, but not for high NFCs. Research limitations/implications – The limited sample size affects the power of the test methodology, but Chow-tests of regression models gave similar results. Further research should test the model in other contexts to enhance external validity. Practical Implications – To develop more effective customer strategies, both researchers and practitioners need to understand how different types of consumers attend to and utilize information when forming behavioral intentions. The standard practice of surveying customer satisfaction and loyalty typically requires the consumer to make a memory-based judgment. Originality/value – Previous research has primarily focused on how consumer demographics moderate satisfaction-loyalty links. This paper includes additional drivers of loyalty, and assesses moderation by a personality trait (NFC) not previously used in satisfaction-loyalty research. The results indicate that a consumer ' s dispositional tendency to think and elaborate (more or less) can bias survey results.

When And How Diversity Benefits Teams: The Importance Of Team Members' Need For Cognition

In a study of 83 teams from eight organizations, we examined team need for cognition—the tendency to engage in and enjoy effortful cognitive endeavors—as a moderator of the relationships between both age diversity and educational specialization diversity, and elaboration of task-relevant information, collective team identification and, ultimately, team performance. Age and educational diversity were positively related to these outcomes when team need for cognition was high, rather than low. Both the elaboration of task-relevant information and collective team identification mediated a moderating effect of need for cognition on the relationship between both types of diversity and team performance.

The moderating effects of need for cognition and cognitive effort on responses to multi-dimensional prices

We investigate how need for cognition and cognitive effort associated with multi-dimensional pricing combine to influence demand. Experiment 1 shows that individuals with low (vs. high) need for cognition are less likely to purchase products that list price and relative discount separately. The direction of the effect of need for cognition on demand is found to depend on whether consumers’ inaccurate arithmetic generally leads them to overestimate or underestimate final prices. Therefore, experiment 2 finds that individuals with low (vs. high) NFC are more likely to purchase products that list price and relative surcharge separately. As expected, the effect is eliminated for absolute discounts or surcharges and mediated by recalled purchase prices.