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This paper aims to examine the effect of proximal (versus distant) depiction of food products within an advertising or online context on consumer responses across food types (indulgent versus non-indulgent) and display formats that lead to a single exposure (e.g. billboard) versus multiple exposures (e.g. online menu).

Five experimental studies, using both implicit and explicit elicitation techniques, demonstrate the effect of proximal food depictions. The paper rules out alternative explanations (portion-size perception and participants’ bodily distance) and controls for several other factors (e.g. visual crowding, body-mass index, dietary restrictions, etc.)

The studies find that proximal food pictures are implicitly associated with tastiness more for indulgent (vs non-indulgent) foods; lead to higher purchase intention for indulgent food upon a single exposure driven by enhanced perceived tastiness; and evoke satiation upon multiple exposures.

This research identifies the effect of spatial proximity of food depiction on consumer responses using different stimuli. Future work could explore the effects in alternate consummatory contexts.

The findings provide clear instructions to marketers and policymakers on how to tailor consumer responses using spatial distance in depiction of food products, depending on the food type and display format. Understanding the effect of visual food cues will help policymakers devise strategies to counter over-consumption, which increases the risk of non-communicable diseases and reduces consumer well-being (SDG 3, United Nations).

Introducing a novel pictorial cue (i.e. the spatial distance of product depiction), this paper contributes insights to the literature on implicit associations, visual information processing, satiation, over-consumption and food marketing.

We propose that brands with strong associations and dedicated customers may be vulnerable if customers perceive them as exploiting their relationship.

We start by reviewing the literature on brand meaning, brand attachment, brand relationships, and brand transgressions. The extant literature implies that as a result of their willingness to sustain their brand relationship, highly attached consumers will either discount negative information about a brand or attribute the responsibility for the negative information to some external factors. We propose, on the other hand, that when negative information dilutes the reason for brand attachment, the norm of the consumer–brand relationship is violated (brand transgression). Then we argue that highly attached consumers of that brand will react more negatively (when compared to consumers not feeling highly attached) toward the brand.

We introduce a typology of brand transgressions against the (1) expressive, (2) exclusive, (3) expert, and (4) empathic nature of brands. We discuss the possible effects of attachment levels on consumers’ reactions after such brand transgressions. Additionally, we articulate the moderating effects of four consumer motives (need for self-enhancement, need for uniqueness, need for risk avoidance, and need for justice) on consumer reactions.

Our reasoning counters the literature suggesting that highly attached consumers of a brand will engage in relationship-sustaining behaviors. We contribute to the brand-transgression literature by providing a more structured and detailed definition of brand transgressions by classifying them under four distinct types.

The current study aims to deliver a consolidated view of environmental sustainability in cold supply chain performance systems (CSCPS), incorporating theoretical and empirical analysis for improving environmental standards. For this purpose, this study firstly aims to explore and analyze the various crucial challenging factors for environmental sustainability in the cold supply chain (CSC). Secondly, it discovers the most effective sustainable strategies for improving the environmental sustainability of CSCPS.

The exploration of the crucial challenging factors and the proposed sustainable strategies have been done using a systematic literature review relevant to the sustainable performance of CSC. At the same time, semi-structured brainstorming sessions were conducted with the domain professionals having an industrial and academic background to finalize the strategies. Empirical analysis has been performed using an intuitionistic fuzzy (IF) based hybrid approach of SWARA and COPRAS methods.

The key findings of the study address that “higher energy consumption during refrigerated transportation and storage” is the most crucial challenge for environmental sustainability in CSC. In addition, “managerial refrain to profit decline due to sustainability implementation” is the second most crucial challenge that hinders the adoption of sustainable practices in CSCs. Meanwhile, the governmental attention to motivating organizations for green adoption and implementation of solar energy-driven refrigeration technologies are the two most important discoveries of the study that might help in improving CSC's environmental performance.

From the implications side, the study enriches and extends the current literature content on CSC sustainability. In addition, it offers sound managerial implications by identifying the challenges that create threats among the management for sustainability adoption and suggesting the most suitable sustainable strategies, which may help the management to raise the environmental performance of their CSC. Besides having various important theoretical and managerial implications for the study, contemplation of only environmental sustainability traits as a broader perspective limits the scope of the study.

The study's main contribution is the exploration of the most crucial challenges imparting obstructions in sustainable development and sustainable strategies, which may get the interest of the CSC players, market leaders, and industrial and academic practitioners working in the domain of CSC sustainability. In addition, this study offers structured theoretical and empirical evidence for CSC's environmental sustainability, thus playing a bridging role between theoretical sustainability concepts and its practical implications in CSC industries.