Colours in advertising and affective responses: the moderating role of gender and optimum stimulation level

2019 ◽  
Vol 11 (3) ◽  
pp. 255
Author(s):  
Mrinalini Pandey ◽  
S. Balamoorthy
Keyword(s):  
Affective Responses ◽  
Optimum Stimulation Level ◽  
Stimulation Level ◽  
Moderating Role

scholarly journals Imagine, feel “there”, and flow! Immersive experiences on m-Facebook, and their affective and behavioural effects

2019 ◽  
Vol 32 (4) ◽  
pp. 921-947 ◽  
Author(s):  
Inma Rodríguez-Ardura ◽  
Antoni Meseguer-Artola
Keyword(s):  
Design Methodology ◽  
Positive Attitude ◽  
Scientific Literature ◽  
Content Type ◽  
Optimum Stimulation Level ◽  
Stimulation Level ◽  
Behavioural Effects ◽  
Business Opportunities ◽  
Continued Use

Purpose Mobile Facebook (m-Facebook) creates many business opportunities for brands and firms while increasingly drawing interest in scientific literature. However, research is scarce on the immersive experiences prompted by m-Facebook, and how these experiences facilitate users’ engagement, their positive attitude towards Facebook and their continued use of it. The paper aims to discuss these issues. Design/methodology/approach This paper theoretically and empirically analyses m-Facebook users’ immersive experiences, along with their affective and behavioural effects. Findings The results reveal the important role of imagery, presence and flow in the context of m-Facebook; the interplay between these three immersive phenomena; and the influence the user’s optimum stimulation level has on them. Originality/value The investigation offers a foundation for understanding users’ immersive experiences on m-Facebook, and informs practitioners who aim to enhance users’ engagement with, attitude towards, and continued use of m-Facebook content.

scholarly journals The Role of Optimum Stimulation Level in Exploratory Consumer Behavior

1992 ◽  
Vol 19 (3) ◽  
pp. 434 ◽  
Author(s):  
Jan-Benedict E. M. Steenkamp ◽  
Hans Baumgartner
Keyword(s):  
Consumer Behavior ◽  
Optimum Stimulation Level ◽  
Stimulation Level

scholarly journals Visual service scape aesthetics and consumer response: a holistic model

2017 ◽  
Vol 31 (6) ◽  
pp. 556-573 ◽  
Author(s):  
Deepak S. Kumar ◽  
Keyoor Purani ◽  
Sunil Sahadev
Keyword(s):  
Design Methodology ◽  
Affective Responses ◽  
Affective States ◽  
Holistic Model ◽  
Content Type ◽  
Selection Decisions ◽  
The Relationship ◽  
Moderating Role ◽  
Practical Implications

Purpose This paper aims to introduce subjective dimensions of appraising visual servicescape aesthetics and to empirically test their influence on the consumer’s affective responses and preference, thus providing a holistic model to evaluate visual servicescape aesthetics from consumer’s viewpoint. It also tests the moderating role of service contexts in the modelled relationships. Design/methodology/approach Data was collected from 350 respondents using a laboratory-like experimental design, with one-shot treatment using photographic surrogates of services capes in four different service contexts. Findings Results indicate the visual servicescape aesthetics dimensions significantly and positively influence consumers’ affective states of arousal and pleasure. Also, service context moderates the relationship between servicescape aesthetics and affective responses. Research limitations/implications As the subjective dimensions of visual servicescape aesthetics are borrowed from environmental psychology and introduced in marketing literature, it is likely to trigger a stream of research in service marketing domain. Practical implications Findings provide marketing practitioners insights into servicescape design, evaluation and selection decisions to improve return on such investments. Originality/value The study contributes to theory by introducing more appropriate holistic servicescape aesthetics variables borrowed from environment psychology and empirically establishing relationships between them, consumers’ affective responses and preference to the servicescape.

Testing the Strain Theory of Suicide – The Moderating Role of Social Support

Crisis ◽  
2020 ◽  
Vol 41 (2) ◽  
pp. 82-88 ◽  
Author(s):  
Bob Lew ◽  
Ksenia Chistopolskaya ◽  
Yanzheng Liu ◽  
Mansor Abu Talib ◽  
Olga Mitina ◽  
...  
Keyword(s):  
Social Support ◽  
Suicidal Behavior ◽  
Online Survey ◽  
Perceived Social Support ◽  
Strain Theory ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Psychological Strains ◽  
Moderating Role

Abstract. Background: According to the strain theory of suicide, strains, resulting from conflicting and competing pressures in an individual's life, are hypothesized to precede suicide. But social support is an important factor that can mitigate strains and lessen their input in suicidal behavior. Aims: This study was designed to assess the moderating role of social support in the relation between strain and suicidality. Methods: A sample of 1,051 employees were recruited in Beijing, the capital of China, through an online survey. Moderation analysis was performed using SPSS PROCESS Macro. Social support was measured with the Multidimensional Scale of Perceived Social Support, and strains were assessed with the Psychological Strains Scale. Results: Psychological strains are a good predictor of suicidality, and social support, a basic need for each human being, moderates and decreases the effects of psychological strains on suicidality. Limitations: The cross-sectional survey limited the extent to which conclusions about causal relationships can be drawn. Furthermore, the results may not be generalized to the whole of China because of its diversity. Conclusion: Social support has a tendency to mitigate the effects of psychological strains on suicidality.

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