PurposeAs an essential personality charm of leaders, humor can bring a series of positive outcomes to both users and receivers. However, there is also evidence that the impact of leaders’ humor (LH) is constrained by individuals, teams and organizational factors. The aim of this research is to investigate the relationship between LH and subordinates’ service creativity. Based on social learning theory and previous literature on LH, this paper identifies role modeling as the mediator and suggests that subordinates’ sensitivity to favorable interpersonal treatment (SFIT) moderates these relationships.Design/methodology/approachIn order to test the proposed moderated mediation model, this study employed hierarchical multiple regression and path analyses with valid data of 348 samples.FindingsResults revealed that LH positively affects role modeling and service creativity of subordinates, while subordinates' SFIT positively moderates the relationship between LH and subordinates' service creativity via role modeling.Practical implicationsIn compliance with these findings, this research suggests that enterprises should pay attention to the role of humor from middle managers and strengthen managers' role modeling through multiple measures to establish a relaxed and harmonious atmosphere in the workplace.Originality/valueBuilt on the conceptual framework, this study contributes to the literature on LH and employees’ service creativity by treating role modeling as the mechanism and SFIT as the moderator. This research is one of the first few empirical studies to investigate the relationship between LH and service creativity of service personnel in the service industry.

Previous research has proved that online reviews on purchased goods can observably affect consumers' evaluation of products, purchase decisions, and purchase behaviors. This study classify online reviews into literal reviews and figurative reviews according to content features and language style. Product type is taken as a moderator to explore the impact of language style of online reviews on consumers' purchase intentions from the perspective of social presence. Based on two studies in China, the matching between online language style and product type is explored, which has an interactive effect on consumers' purchase intention. Social presence plays a mediating role. When purchasing search products, literal (vs. figurative) online reviews give consumers stronger social presence, resulting in higher purchase intentions. When purchasing experience products, consumers have stronger social presence because of figurative (vs. literal) online reviews, thus enhancing purchase intentions. The results not only expand the antecedent of social presence, but also offer several practical implications for online practitioners.

Purpose Customization, as a crucial way to meet the heterogeneous demand of individuals, exists two fundamental and competing motivations, namely, assimilation and uniqueness. Based on optimal distinctiveness theory, this paper aims to validate the interactive effect of self-expressive customization types (i.e. customization to express individual identity and customization to express a shared identity) and self-construal on consumers’ willingness to pay a premium (WPP). Design/methodology/approach Two studies were conducted to provide empirical support for all proposed hypotheses. The first study (n = 151) uses a hypothetical scenario of a basketball game to test the interaction effect of self-expressive customization and self-construal. The second study (n = 184) assumes a scenario of designing a t-shirt or a uniform to examined the moderated mediating role of consumer-product identification. Findings The results reveal that independent (vs interdependent) self-construal will have stronger consumer-product identification for customization to express an individual identity (vs customization to express a shared identity), thus generating a higher WPP. Also, perceived task difficulty is the boundary condition of the research model. Research limitations/implications This paper makes insightful contributions to the customization literature by strengthening the identity signals of customization and exploring the psychological mechanism and the boundary conditions. Originality/value This research is one of the first few empirical studies to examine the impact of self-expressive customization on consumers’ WPP via the identification with the focal object. This paper not only expands the literature of self-expressive customization but also provides a new research direction for the research of person-object interaction in marketing.