Sharon Ng

Many leading retailers have introduced AI-driven autonomous stores, sparking a trend that others are eager to follow. Although prior research has emphasized consumer acceptance of these formats and their operational advantages (e.g., reduced costs, improved efficiency), their broader societal consequences remain underexplored. Across nine online and field experiments, this research demonstrates that consumers engage in less prosocial behavior after interacting with AI-driven autonomous (vs. human-operated) stores. This effect stems from a diminished sense of social connectedness caused by the absence of human interaction at key service touchpoints (e.g., reception, checkout) and persists across both nonembodied and embodied humanlike AI systems. Three boundary conditions specify when this adverse effect can be mitigated, spanning the consumer context (joint consumption), firm context (consumer-welfare AI framing), and charitable organization context (self-benefiting prosocial appeal). Together, these findings provide the first empirical evidence of the social costs associated with autonomous retail formats and offer actionable insights for marketers, charitable organizations, and policymakers seeking to balance technological efficiency with societal well-being in an increasingly automated world.

The phenomenon of globalization has been shaping the world economy and societies for centuries. However, a renewed interest in understanding its impact on marketing and consumers has come into the spotlight in recent years as the COVID-19 pandemic has shown how interdependent the world is. In addition, anti-globalization sentiment is growing worldwide. We believe this is a good time to take stock of the impact of globalization on businesses (especially on positioning and marketing strategies) and consumers’ responses. The aim of this monograph is to provide an overview of globalization as a phenomenon that affects business activities and consumer behavior. Upon providing a brief history of globalization and identifying the key aspects of its conceptualization, we review the impact on the emergence of a global consumer culture, the positioning and marketing strategies adopted by firms, the reactions of consumers to globalization itself (i.e., their attitudes toward it and their identity shifts) and to the diversity of products and services available in a global marketplace, and the idiosyncratic ways in which globalization affects some key industries (e.g., technology, consumer goods, and media and entertainment) and countries. We conclude with a discussion on the need for research to further understand the impact of globalization on consumption, the opportunities at the intersection of globalization and technology development, and the effects of globalization on sustainable business practices.

Encouraging people to donate their organs is not an easy endeavor. Globally, the percentage of organ donors is low. Prior research shows that one of the major impediments to organ donation is the perception that donating an organ is equivalent to giving up part of the self. Such a perception may be mitigated by physiological self‐tracking though. Findings from three studies reveal that physiological self‐tracking facilitates greater acceptance of and encourages organ donation. This happens because a focus on one's physiological data, as part of the self‐tracking process, leads consumers to view their body as distinct from their self (i.e., self–body dualism). Consequently, people are less likely to equate donating organs with losing a part of themselves. The findings suggest that encouraging greater use of self‐trackers may help people overcome their organ donation inhibitions.

The costs and benefits of various products, such as insurance and subscription services, are recurring. Marketers can choose to frame these attributes either as a series of periodic occurrences (e.g., “$10 per month”) or aggregate them over a longer period (“$120 per year”). Five studies show that the effectiveness of such temporal framing depends on consumers’ salient regulatory goals. Compared with prevention‐focused consumers, promotion‐focused consumers are more likely to perceive benefits, costs, and losses to be larger when they are framed in aggregate (vs. periodic) terms. Mediation analyses suggest that, relative to prevention‐focused consumers’ vigilant information processing style, promotion‐focused consumers’ eagerness makes them more susceptible to temporal framing effects. The results suggest that regulatory goal is a consequential factor in determining the effectiveness of temporal framing.

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This research tests the idea that a salient global identity positively affects people’s willingness to pay for environmentally friendly products. Results from a large-scale multi-nation survey (N = 75,934) as well as two studies (N = 322) conducted in Singapore supported this prediction. We found that participants with a more (vs. less) dominant global identity indicated greater support for environmentally friendly products and exhibited increased pro-environmental behavior. We further show that the effect is driven by a stronger feeling of personal responsibility toward the environment among individuals who possess a dominant global identity. Findings from this research suggest that the formation of stronger global identity, a psychological consequence of increasing globalization, can have an important impact on people’s pro-environmental behavior.

Human beings have always coveted beautiful objects, but the desire to look good is reaching new heights worldwide. Although the pursuit of beauty appears universal, industry evidence suggests that it is particularly strong in Asia. This research examines the effect of culture on the pursuit of beauty. Three studies provide converging evidence that interdependent self-construal increases the likelihood of using appearance-enhancing products. Study 1 operationalizes culture through nationality and self-construal and shows that Easterners (more interdependent) are more likely to use appearance-enhancing products than Westerners (less interdependent). This use is driven by interdependents’ tendency to conform to societal norms, which in turn leads to heightened self-discrepancy (Study 2). The use of appearance-enhancing tools helps minimize this discrepancy. Study 3 shows that strength of norms moderates the impact of interdependence on the use of appearance-enhancing tools. When norms are loosely defined and adherence is not strictly enforced, interdependents’ appearance enhancement tendency is reduced. This research offers actionable insights into the pursuit of beauty, marketing of beauty brands, policy making, and consumer well-being.