Hong-Youl Ha

This study examines how emotionally framed investment messages generate enduring behavioral effects. Drawing on appraisal‐tendency insights and future self‐continuity theory, the study develops a longitudinal model and captures temporal relationships using three‐wave panel data from 714 investors. Our findings show a pronounced temporal carryover effect: early emotional responses continue to shape later affective states even after message framing changes, which indicates that emotion functions as a persistent input rather than a momentary reaction. These evolving emotional states further enhance future self‐continuity, which subsequently strengthens investment intention over time and demonstrates a temporally structured indirect pathway linking emotion to behavior. As exposure continues, the influence of emotion gradually shifts from affect‐driven reactions to identity‐based motivation, suggesting that persuasive effects become increasingly rooted in future‐oriented self‐concepts. By demonstrating that emotions accumulate and restructure how individuals relate their present and future selves, this research challenges static persuasion models and reconceptualizes emotion as a temporally evolving state variable, offering new insight into how sequential marketing messages cultivate lasting engagement.

Purpose: Relationship termination is inevitable in business-to-business (B2B) markets, yet managers face the cognitive challenge of balancing relational continuity with disengagement. This study aims to examine termination cognition – managers’ evaluations of termination barriers and termination acceptance – as a cognitive microfoundation of adaptive relationship management. Design/methodology/approach: The authors conduct a two-wave longitudinal survey of 400 executives and frontline managers in the Korean manufacturing and service industries. The authors apply latent profile analysis to identify configurations of termination cognition and examine how these profiles relate to relational performance over time. Findings: The authors identify three termination cognition profiles: low–low, mid–mid and high–high. The findings reveal a termination paradox: perceived barriers and acceptance align rather than oppose each other and form coherent cognitive configurations. Firms in the high–high profile exhibit superior short-term relational performance, but this advantage diminishes over time, indicating that termination cognition functions as a dynamic, time-contingent capability. Termination acceptance exerts a positive direct effect on performance but produces a negative configurational pathway due to cognitive transition costs. In contrast, termination barriers indirectly enhance performance by fostering disciplined decision-making. Originality/value: This study reframes relationship termination as a strategic cognitive capability rather than a relational failure. By integrating social exchange theory and dynamic capabilities, the authors explain how termination cognition enables adaptive relationship management in B2B markets.

Purpose: This study examines how artificial intelligence (AI) labeling reviews on food delivery platforms influence consumer trust and purchase intentions, focusing on the moderating role of product price. Design/methodology/approach: The study draws on signaling and cue utilization theories to conduct two controlled experiments. Experiment 1 tests how review origin cues—human-authored, incentive-driven, and AI-assisted—shape trust and purchase intentions across price levels. Experiment 2 isolates the effect of AI-assisted labeling by holding review content constant and manipulating a transparency-based disclosure. We also test whether perceived trustworthiness mediates the effect of AI labeling on purchase intentions. Findings: Across both experiments, AI labeling reduces trust and purchase intentions, although contextual cues shape this effect. Consistent with prior research linking higher prices to greater perceived risk, Experiment 1 shows that premium pricing amplifies this negative effect. In contrast, Experiment 2 shows that although AI labeling lowers trust and indirectly reduces purchase intentions, price does not significantly moderate this relationship. This result suggests that trust remains influential even when price signals premium quality. Finally, trust mediates the relationship between labeling and purchase intentions in both experiments. Originality/value: This study demonstrates that AI-assisted review labels function as context-dependent credibility signals rather than uniformly negative cues. It contributes to AI transparency and interactive marketing literature by identifying when AI labeling undermines or sustains trust. By showing that consumers integrate review origin cues and price signals differently across service contexts, the study advances theory and highlights the need for more nuanced transparency strategies on digital platforms.

Researchers typically treat platform loyalty in online travel agency (OTA) settings as a static outcome of satisfaction, even though repeated platform use unfolds over time. However, consumers update evaluative judgments through learning and memory as they move from pre-consumption expectations to post-consumption experiences, gradually stabilizing evaluations rather than continuously revising them. To address this gap, we use a two-wave time-lagged survey capturing pre- and post-consumption evaluations to examine when and how satisfaction-based platform loyalty strengthens in OTA-mediated hotel choice. The results show that the relationship between satisfaction and platform loyalty intentions intensifies after consumption. Satisfaction increasingly functions as a decision-guiding cognitive signal. This strengthening reflects experience-driven reweighting of hotel choice attributes. Consumers reweight existing criteria through experience rather than introducing new ones. Notably, the importance of core attributes, especially room quality and online reviews, increases as experience accumulates. Satisfaction and platform loyalty intentions also display significant carryover effects, indicating that prior evaluations shape subsequent judgments through memory-based continuity. By showing that evaluative judgments stabilize through selective reinforcement of existing criteria, this study explains how satisfaction transforms from an outcome judgment to a cognitive anchor for future decisions and underscores the value of longitudinal approaches for understanding early-stage experience-based decision dynamics.

This research investigates how hybrid review systems integrating human-generated reviews and AI-generated summaries shape consumer trust and decision-related confidence. Across three controlled experiments conducted in simulated e-commerce environments, when and how hybrid reviews enhance consumer evaluations were examined. Study 1 demonstrates that hybrid reviews, which combine the emotional authenticity of human input with the analytical objectivity of AI, elicit greater levels of review trust and decision confidence than single-source reviews. Study 2 employs an experimental manipulation of presentation order and demonstrates that decision confidence increases when human reviews are presented before AI summaries, because this sequencing facilitates more effective cognitive integration. Finally, Study 3 shows that AI literacy strengthens the positive effect of perceived diagnosticity on confidence, while information overload mitigates it. By explicitly testing these processes across three experiments, this research clarifies the mechanisms through which hybrid reviews operate, identifying authenticity and objectivity as dual mediators, and sequencing, literacy, and cognitive load as critical contextual moderators. This research advances current theories on human–AI complementarity, information diagnosticity, and dual-process cognition by demonstrating that emotional and analytical cues can jointly foster trust in AI-mediated communications. This integrative evidence contributes to a nuanced understanding of how hybrid intelligence systems shape consumer decision-making within digital marketplaces.

Purpose: A significant research gap exists regarding brand hate and consumer psychological changes pre- and post-recovery following a service failure. To address this, this study examines the relationship between brand hate and relationship termination intentions after such a failure. Design/methodology/approach: This research employs two scenario-based studies to examine how brand hate before and after recovery affects outcomes. It also examines how the type of recovery effort (e.g. apology vs compensation) weakens the relationship between brand hate and relationship termination intentions. Findings: Our findings indicate no causal link between brand hate and relationship termination intentions before recovery efforts; however, this relationship becomes mitigated afterward. Specifically, negative word-of-mouth mediates the reduction of adverse psychological changes and behavioral intentions following recovery but shows no effect beforehand. Notably, termination intentions decline sharply when a sincere apology is issued, underscoring its regulatory emotional role. Originality/value: Our research makes an important contribution to updating theories and mechanisms within the tourism field. Particularly, it demonstrates how brand hate changes before and after service recovery efforts and that this outcome is a key mechanism in weakening consumers’ negative attitudes toward a brand.

This study examines the descriptive trajectories through which service innovation is associated with customer exit dynamics after service failures, drawing on a three-wave panel of 532 online travel agency users and employing partial least squares structural equation modeling with predictive assessment. We analyze how innovation is associated with switching intentions via brand hate and brand distrust over time. Results reveal distinct temporal patterns: service innovation is linked to consistent reductions in both hate and distrust, yet only hate emerges as a salient mediator whose marginal association with switching intensifies over time. In contrast, distrust, although mitigated by innovation, remains relatively stable and behaviorally inert. Rather than asserting a causal explanation, we document temporal associations—labelled here as a “dilution effect”—to indicate that innovation coincides with weakening negative emotions but only partial attenuation of their behavioral correlates. By distinguishing between the fading but influential role of hate and the persistent yet inert nature of distrust, this study clarifies differentiated pathways through which negative states coincide with customer exit. For managers, the results highlight the need for staged innovation strategies to dissipate hate, complemented by long-term trust-repair initiatives to address enduring distrust and reduce customer churn.

Purpose: Prior marketing communications research has primarily examined message effectiveness and consumer confidence from a static perspective. As a result, the dynamic mechanisms through which these constructs evolve remain underexplored. This study investigates how sequential messages shape consumer confidence and behavioral intentions over time. Design/methodology/approach: This study uses two latent growth modeling approaches to examine how perceived message effectiveness affects consumer confidence and behavioral intentions over time. In doing so, it presents sequential messages concerning residential safety in T1 (n = 771), emergency responses in T2 (n = 658), and the objective of providing a safe living environment in T3 (n = 603) to examine participants' responses. Findings: Results reveal that sequential message stimuli enhance consumer confidence, even as perceptions of message effectiveness decline across exposures. Additionally, message effectiveness strengthens the indirect link between message acceptance and behavioral intentions, underscoring the critical role of confidence-building in message design. Originality/value: This study advances self-efficacy theory by extending it to the domain of sequential marketing messages. It shows that confidence is more than a static trait but is a dynamic resource that accumulates through repeated message exposure. This extension offers a novel lens for interactive marketing: sequential stimuli act as confidence-building mechanisms that reshape how consumers process information and commit to behaviors. By positioning confidence growth as the central pathway, this study reframes sequential messaging as a strategic tool for sustaining consumer trust and loyalty, thereby advancing both theoretical development and managerial practice in dynamic digital markets.