Effects of mood and argument strength on product evaluation in a personal sales conversation

Author(s):  
Heribert Gierl ◽  
Silke Bambauer
2015 ◽  
Vol 49 (5/6) ◽  
pp. 692-712 ◽  
Author(s):  
Chien-Huang Lin ◽  
Ming-Yi Chen

Purpose – The aims of this study are twofold: to explore the influence of the typicality of brand story and regulatory focus on the effectiveness of argument strength and product evaluations and to examine the mediating role of being hooked. Design/methodology/approach – The study performed two experiments which showed how the measured or induced regulatory focus of a consumer in a given situation moderates the relationship between typicality of the brand story and product evaluations. Findings – The results show that prevention-focused individuals rely on the substance of the message after reading an atypical brand story, whereas promotion-focused individuals are more likely to be hooked by an atypical brand story. Moreover, the findings have also revealed that being hooked mediated the results of the interaction effects of the typicality of brand story and regulatory focus on product evaluation. Practical implications – A better understanding of the interplay effects between the perceived typicality of brand story and the regulatory focus of target audiences has the potential to help marketers increase the persuasiveness of their communication messages. Originality/value – To the authors’ knowledge, this is the first piece of research to examine how the typicality of brand story and regulatory focus can influence the likelihood of a consumer being hooked. Moreover, the present study is among the first to show that regulatory focus is an important moderator of the effects of typicality, and this contributes to the literature of categorization theory.


2004 ◽  
Author(s):  
Shuifun Fiona Chan ◽  
Chi-yue Chiu ◽  
Yin-kwan Chan ◽  
Patrick Pak-tik Chow

EDUSAINS ◽  
2019 ◽  
Vol 8 (2) ◽  
pp. 201-211
Author(s):  
Yenni Kurniawati ◽  
Yuni Fatisa

Abstract Modeling and laboratory simulation can help overcome of cost obstacle, time, safety and other constraints in laboratory experiments. Many skills also had the opportunity to be fostered and promoted, especially in connection with the construction of thinking skills. However, the implementation of this program required an evaluation, in order to decided whether the program will be continuing or not, in addition its needed to found the focused of on overall quality of learning in order to make a recommendation in the decision making. This research was conducted by the mixed-method approached with triangulation design, in order to evaluate the effectiveness, problems or any obstacles of the implementation of the program. The population in this study was the third semester of pre-service chemistry students at UIN Syarif Kasim Sultan Riau, which was supported by lecturers, assistant laboratory and staf. The sample selection was done using random sampling techniques. Program evaluation in this study was conducted by the CIPP model (Context, Input, Process, Product). The results showed that the program was running quite effective when viewed from the overall average grades. The evaluation about context, inputs, processes and products had the good and very good score, in which the evaluation score of context and input, get the better score than process and product evaluation. This study recommends to be a continuing improvement program of modeling and simulation laboratories, both as an exercise before the experiments or replace the real experiments. Keywords: modeling; simulation lab; chemistry experiment Abstrak Pemodelan dan simulasi laboratorium dapat membantu mengatasi kendala biaya, waktu, alasan keselamatan dan kendala lainnya dalam praktikum di laboratorium kimia. Beragam kemampuan lain juga berkesempatan untuk ditumbuh-kembangkan terutama dalam kaitannya dengan konstruksi berfikir. Meskipun demikian, implementasi pelaksanaan program ini memerlukan evaluasi, guna memutuskan apakah program ini layak dilanjutkan ataukah tidak, selain karena diperlukannya penemuan terhadap fokus peningkatan kualitas pembelajaran secara menyeluruh guna menghasilkan rekomendasi dalam menentukan keputusan. Penelitian ini dilakukan dengan menggunakan pendekatan mixed-method desain triangulasi, guna mengevaluasi sebab-sebab efektifitas, kendala ataupun kegagalan pelaksanaan program. Populasi dalam penelitian ini adalah mahasiswa semester III jurusan Pendidikan Kimia UIN Sultan Syarif Kasim Riau, yang didukung oleh dosen, asisten laboratorium dan laboran dan pemilihan sampel dilakukan menggunakan teknik random sampling. Evaluasi program dalam penelitian ini dilakukan menggunakan model CIPP (Context, Input, Process, Product). Hasil penelitian menunjukkan bahwa program ini berjalan cukup efektif jika dilihat dari rata-rata keseluruhan nilai, mulai dari context, input, proses dan produk yang berada pada skor baik dan sangat baik, di mana skor evaluasi context dan input, lebih baik dibanding proses dan produk. Penelitian ini memberikan rekomendasi untuk terus meningkatkan penggunaan pemodelan dan simulasi laboratorium kimia, baik sebagai latihan sebelum praktikum maupun menggantikan praktikum yang sesungguhnya. Kata Kunci: pemodelan; simulasi laboratorium; praktikum kimia  Permalink/DOI: http://dx.doi.org/10.15408/es.v8i2.4394  


2015 ◽  
Vol 30 (3) ◽  
pp. 89
Author(s):  
Yong Seok Sohn ◽  
Sehoon Park ◽  
Kun Woo Yoo
Keyword(s):  

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