This study examines the effectiveness of using guilt in road safety advertising among young populations characterized as having high levels of belief in fate, and refutes the positive relationship between belief in fate and health message ineffectiveness, by introducing the notion of negotiable fate. This type of coping implies that when belief in fate increases, persuasion increases and this relationship operates through self-efficacy perceptions. That is, when exposed to guilt-based road safety messages, belief in fate generates self-efficacy perceptions, which motivates drivers to focus on the problem instead of denying it, leading to a higher persuasion. The current research constitutes a first empirical test of the relationships between belief in fate, self-efficacy, and compliance with guilt-based road safety communications. We also test a moderation-mediation model proving that the mediator role of self-efficacy is reinforced with the use of higher levels of guilt in the message. Results can provide guidance for non-profit organizations and public agencies on how to develop future policies to promote safe behaviors among young drivers who have high belief in fate.

In time of uncertainty, brand authenticity is seen as one of the major factors of brand success. Both academics and practitioners have come to the conclusion that brand authenticity has become an essential trait of the brand in times when consumers are overwhelmed with product offerings. This research examines the impact of emotions on brand attachment by studying the mediating role of perceived brand authenticity. In-store emotions and consumption emotions have been taken into consideration. A multifaceted conceptualization of perceived brand authenticity has been considered with continuity, credibility, integrity, and symbolism dimensions. A study was conducted on 349 consumers of a chocolate brand. Empirical results show the existence of a total mediating effect of perceived brand authenticity in the relationship between consumption emotions and brand attachment. This effect is reached through the mediation of credibility, integrity, and continuity dimensions. For in-store emotions, only the symbolic dimension has a partial mediating effect. The findings of this research are discussed, and implications for marketing theory and for managers are recommended.

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Les entreprises dépensent des sommes colossales à former leurs vendeurs à gérer efficacement les objections soulevées par leurs clients potentiels ou à argumenter avec ceux-ci. Or, nos recherches démontrent qu’il s’agit là d’une arme à double tranchant. En gros, leurs aptitudes à gérer les objections ne joueront en faveur des vendeurs que si ces derniers sont perçus par leurs clients comme techniquement compétents, capables de faire autre chose que de réciter ce qu’ils ont lu dans le manuel de vente et, surtout, comme ayant d’abord à cœur de trouver une vraie solution et non pas seulement de leur vendre quelque chose à tout prix.