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Grounded on the cognitive consistency theory, this paper adopts the prime-probe paradigm and Electroencephalography (EEG) experiment to examine the impact of country-of-origin (COO) stereotypes-brand positioning congruence on consumer behavior, the boundary effect of brand positioning strategy, as well as the underlying cognitive mechanism. Behaviorally, consumers show a higher purchase intention in the congruence condition. Moreover, this congruence effect of purchase intention can be found for competence brand positioning strategies rather than warmth brand positioning strategies. At the brain level, we found that compared with the congruence condition, the incongruence condition enhances consumers' cognitive conflict, reflected in enhanced frontal theta-band oscillation. Furthermore, the cognitive conflict effect is accentuated in the competence positioning strategy condition rather than the warmth strategy positioning condition, confirming the boundary effect of brand positioning strategy from the brain level. These findings provide neural evidence that the congruence between COO stereotypes and brand positioning influences consumer purchase behavior, reveals a boundary effect in the COO stereotype-brand positioning congruence, and highlights the importance of the competence dimension. Finally, the theoretical and practical implications are discussed.

There is ample experimental evidence showing that the proposers' social role is related to individuals' fairness perception in the Ultimatum Game (UG). However, various social roles, e.g., degree of economic neediness, have different influences on fairness perception, yet it has not been well studied. In this study, we adapted the UG paradigm and recorded electroencephalography (EEG) to probe the neural signatures of whether and how the degree of neediness influences fairness perception. Behavioral results showed that responders are prone to accept unfair offers from proposers in need more than those who are not in need. At the brain level, MFN (medial frontal negativity) was more negative-going in response to unfair than fair offers for not-in-need proposers. In contrast, we found a reversed MFN difference response to unfair and fair offers for in-need proposers, showing a strongly pure altruistic phenomenon. Moreover, we found smaller P300 amplitude was induced in the proposer-in-need condition, compared with its counterpart, while a negative correlation between empathy rating and P300 amplitude in the proposer-inneed condition regardless of the offers' fairness. The current results indicate that the degree of neediness might reduce fairness perception by promoting the empathic concern toward the in-need proposers rather than decreasing the empathic concern for the not-in-need proposers.

Purpose This paper aims to explore when and why consumers hold inconsistent and consistent choices between self- and gift-purchases. Design/methodology/approach Across three paper-based questionnaire experiments, the authors examine how consumers’ preferences for desirability and feasibility vary with purchase types (self- vs gift-purchases) based on the functional theories of attitudes. The authors examine consumers’ attitude functions and their self-monitoring closely associated with chronic attitude functions. Findings The findings show that the social adjustive function moderates whether consumers hold consistent or inconsistent preferences across the two purchases. Specifically, consumers generally rely more on desirability in gift-purchases than self-purchases, whereas this inconsistent preference only exists when the social adjustive function is comparable or advantaged to the utilitarian function. When the social adjustive function is significantly disadvantaged relative to the utilitarian function, consumers consistently prefer feasibility irrespective of self- or gift-purchases. Research limitations/implications The research contributes to the familiar topic of consumers’ choice trade-offs between self- and gift-purchases. It documents the moderating role of the social adjustive function of consumers’ attitudes in whether they hold consistent or inconsistent choices across the two purchases. This extends the extensive research on self-other decisions. Practical implications The findings strongly suggest retailers identify or manipulate consumers’ attitude functions to make the attitude functions align with the purchase type when recommending products. Originality/value Most relevant literature focuses on exploring choice differences between self- and gift-purchases. This research not only explores the choice differences but also attempts to find the condition under which people’s choices do not differ between the two purchases.

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