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While some institutions require their students to spend a semester abroad as a prerequisite to earning a business degree, academics challenge the view that travel abroad helps students become culturally competent. Many students admit that they failed to immerse themselves in a cross-cultural environment. Therefore, the purpose of this study is to identify the components of exchange study abroad programs (ESP) that facilitate student cross-cultural learning (CCL). Building on the transformative learning theory (TLT), we propose and test a conceptual model of relationships between different components of exchange programs and student CCL. The data collected from more than 700 students participating in a semester and two-semester-long programs are analyzed through logistic regression. This research contributes to the literature on the effectiveness of ESP by identifying the key components that maximize positive outcomes for students. By building on the TLT, it reveals the importance of getting out of one’s comfort zone and providing students with support during the ESP. This study bears practical implications as it provides academic institutions and students with important insights that help maximize student CCL.

As popularity of eco-friendly products has increased over the past decade, brands utilize green advertising and position their products as green to appeal to the taste of environmentally conscious customers. Even though many customers are concerned about the state of environment, they are discouraged from purchasing eco-friendly products and engaging in other sustainable behaviors due to economic and social barriers. This research poses a question how marketing communication can capitalize on environmental concern to promote desired green behaviors by priming customers to think about their proenvironmental values and motivations to act green. To answer this question, we analyze over 1500 customer responses to marketing communications on social media. In this content analysis study we utilize logistic regression to discover which primers are the most effective at activating green behaviors. This research provides managerial implications helping marketing communicators employ effective primers that will generate desired customer behaviors.

As environmental concerns do not translate into action, this study uses an experimental design to test the effectiveness of different priming strategies in terms of increasing green non‐purchase behaviour frequency. Green non‐purchase behaviours are particularly problematic as they are associated with sacrifice. While previous research focused on promoting green purchases, this research contributes to the existing literature by investigating effective ways to promote green non‐purchase behaviours (conservation and recycling) and shows that they can be primed with appropriate communication strategies. In particular, building on prospect theory, it shows that priming personal gain, as opposed to environmental gain, can motivate people to act green and that priming no effort can mitigate the perceived sacrifice associated with green non‐purchase behaviours. Rather than focusing on intentions or immediate attitudinal responses, this study investigates behavioural changes that occur due to effective priming, thus contributing to a better understanding of how to generate a lasting behavioural change. This study also bears practical implications and provides recommendations regarding the development of successful social campaigns that encourage green non‐purchase behaviours.

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