Browsing by Author "Gary, Joston"
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- Augmented reality in retailPublication . Gary, Joston; Xixing, Zhou; Tang, Yuk Ming; Yang, Gu; Moreira, AntonioRetail practice shows that augmented-reality shopping applications with similar technical quality can elicit widely different consumer reactions. This study proposes a dual-pathway Stimulus–Organism–Response model: a technical pathway linking augmented realism, information richness, and personalization to interaction satisfaction, and an emotion-priming pathway where anticipated emotions shape immersion, telepresence, and pleasure without technical appraisal. Both converge at inspiration, the sole System-2 construct converting experience into behavior. Data from quasi-experimental participants were analyzed using PLS-SEM, SHAP-interpreted gradient boosting, and K-Means robustness checks. Information richness showed the strongest technical effect, while anticipated emotions most strongly affected immediate experiences. Inspiration predicted purchase and cross-buying intentions. Machine-learning diagnostics supported the framework and revealed non-linear thresholds in key pathways, clarifying inconsistent AR outcomes and positioning inspiration as the cognitive bridge to purchase.
- How music–video metaphors build destination brand resonance: dyadic affect, meaning access, and cultural cuesPublication . Gary, Joston; Gu, Yang; Wang, Hannah; Zhou, Xixing; Feng, Yan; Moreira, AntonioShort-form destination videos often rely on music to carry cultural meaning. This paper links Cognitive Metaphor Theory with the circumplex dyad of pleasure and arousal to explain how music–image pairings build destination brand resonance (DBR). Three experiments show that pleasure is the stable route to DBR, arousal helps only under favorable tone, and their effects are additive. A Meaning-Access Prime (MAP) raises both emotions under identical clips and, in Bayesian structural models, also exerts a direct path to DBR, strongest when pleasant tone is low. DBR then predicts destination brand identification and destination consumption intention. We also show a useful state view: Resonant versus Emergent DBR. The framework provides design rules for co-tuning tone, activation, and cultural cues in creator-made clips that improve resonance, identification, and intention.
- The subtle power of nudging: consumer choice in ethical and sustainable retailingPublication . Gary, Joston; Lu, Jiang; Feng, Yan; Wang, Zihan; Gu, Yang; Chuah, Soo-Cheng; Sil, Simão; Moreira, AntonioThis study investigates how nudging mechanisms in brand cues and social interactions influence ethical and sustainable consumer behavior in religious markets. Drawing on Nudge Theory, the study proposes a dual‑pathway model to explain how formal signals (logo certification) and informal cues (peer communication) shape green consumption through identity‑driven and spiritually grounded processes. Using Bayesian Structural Equation Modeling on data from 270 Malaysian consumers, the study finds two distinct yet converging nudging effects. Logo certification enhances green behavior directly and indirectly by strengthening brand distinctiveness and prestige. Peer communication promotes Islamic practices and emotional connectedness with Allah, which in turn drives halal green behavior. The model also shows that both logo certification and peer communication have significant direct effects on green consumption intention. This research extends Nudge Theory beyond simple heuristics by incorporating emotional and identity‑based mechanisms situated within religious contexts by integrating institutional, psychological, and religious‑affective pathways. The findings provide theoretical and practical insights into how subtle, value‑aligned interventions can promote sustainable behavior without restricting consumer autonomy.