In practice, more and more companies are using warmth appeals in their advertisements, but not all warmth appeals can bring the expected results. Grounded in social perception, we propose that consumers’ inferences and behavioral intentions stemming from warmth appeals in advertising are moderated by brand concepts. Specifically, warmth appeal decreases competence inferences and, in turn, behavioral intentions toward the self-enhancement brands. However, it increases warmth inferences and, in turn, behavioral intentions toward self-transcendence brands. We tested our hypotheses through two experimental (...) studies. Experiment 1 demonstrated that for self-enhancement brands, warmth appeals in advertisements decreased brand attitudes and purchase intentions; for self-transcendence brands, warmth appeals in advertisements increased brand attitudes and purchase intentions. Experiment 2 showed further evidence to the proposed effect and tested the mediating effects of warmth perception and competence perception. This research provides significant implications for advertising strategies. (shrink)

Online health communities have enjoyed increasing popularity in recent years, especially in the context of the COVID-19 pandemic. However, several concerns have been raised regarding the privacy of users’ personal information in OHCs. Considering that OHCs are a type of data-sharing or data-driven platform, it is crucial to determine whether users’ health information privacy concerns influence their behaviors in OHCs. Thus, by conducting a survey, this study explores the impact of users’ health information privacy concerns on their engagement and payment (...) behavior in OHCs. The empirical results show that users’ concerns about health information privacy reduce their Paid in OHCs by negatively influencing their OHC engagement. Further analysis reveals that if users have higher benefit appraisals and lower threat appraisals, the negative effect of health information privacy concerns on users’ OHC engagement will decrease. (shrink)

Although previous studies have recognized the important role of patients' trust in promoting their intention to use health information technologies, most of those studies were under the “risk-benefit” theoretical framework. To deepen the understanding of patients' online consultation decisions, this paper develops a dual-path model investigating how patients develop trust beliefs toward online physicians from the perspective of communication. Drawing on media naturalness theory, we propose that HIT media naturalness will improve patients' perception of communication effort from online physicians and (...) decrease communication ambiguity between patients and online physicians. This improved communication will further strengthen patients' trust in online physicians and promote their intention to use HIT. Based on a two-wave time-lagged survey from 361 participants, the empirical results demonstrated that the relationship between HIT media naturalness and patients' intention to use HIT is individually and serially mediated by two chains, including perceived communication effort and patients' trust and perceived communication ambiguity and patients' trust. We thus contribute to the related literature and provide practical implications. (shrink)