The effects of online product presentation on consumer responses: A mental imagery perspective

2014 ◽  
Vol 67 (11) ◽  
pp. 2464-2472 ◽  
Author(s):  
Jungmin Yoo ◽  
Minjeong Kim
Keyword(s):  
Mental Imagery ◽  
Consumer Responses ◽  
Imagery Perspective ◽  
Product Presentation

Investigating online consumers’ responses to product presentation modes

2019 ◽  
Vol 29 (6) ◽  
pp. 1233-1255 ◽  
Author(s):  
Yi-Shun Wang ◽  
Ching-Hsuan Yeh ◽  
Yu-Min Wang ◽  
Timmy H. Tseng ◽  
Hsin-Hui Lin ◽  
...  
Keyword(s):  
Purchase Intention ◽  
Research Study ◽  
Product Knowledge ◽  
Research Model ◽  
Content Type ◽  
Consumer Responses ◽  
Presentation Modes ◽  
Comprehensive Picture ◽  
New Type ◽  
Product Presentation

Purpose With the proliferation of virtual reality (VR) applications in electronic commerce, investigations on the effects of VR on consumer responses are important. The purpose of this paper is to examine the effects of online presentation modes (i.e. situational VR, pure VR and picture) on consumer responses for three product types (i.e. geometric, material and mechanical). Design/methodology/approach This study conducted a 3×3 between-subjects experiment to validate the research model and hypotheses. Findings The results revealed that both the situational VR mode and the pure VR mode had a greater impact on product knowledge and purchase intention than the picture mode. The situational VR mode yielded a higher level of product knowledge and purchase intention than the pure VR mode although it was not statistically significant. Furthermore, the pattern of VR modes superiority was found to be consistent across geometric, material and mechanical product types. Originality/value This research study contributes to the VR literature by investigating a new type of VR: situational VR, and offering a more comprehensive picture of consumer responses to online product presentations. The authors then drew the implications from the findings to suggest guidelines for practitioners to efficiently allocate resources and maximize the effectiveness of online presentation modes.

The effect of human model image backgrounds on consumer responses: empirical evidence from a Chinese apparel e-retailer

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ruijuan Wu ◽  
Yan Li
Keyword(s):  
Eye Tracking ◽  
Mental Imagery ◽  
Design Methodology ◽  
Experimental Studies ◽  
Human Model ◽  
Comprehensive Understanding ◽  
Content Type ◽  
Consumer Responses ◽  
Model Image ◽  
The Relationship

PurposeThe objective of this study was to examine the effects of human model backgrounds (concrete backgrounds vs. solid backgrounds) on consumer responses (attention and attitude) and to determine the mechanism and boundary conditions behind such effects.Design/methodology/approachThe research consisted of one eye-tracking experiment and two experimental studies.FindingsThe results showed that consumers notice faster and pay more attention to the central figure against solid backgrounds. However, concrete backgrounds elicit more favorable attitudes toward products, and mental imagery mediates the effects of image backgrounds on consumers' attitudes. The authors also found that the situation moderates the relationship between image background and attitude.Originality/valueThe study also supplements the literature on the effects of image backgrounds on consumer responses and the literature on online presentation using human models. Last, the study combines questionnaires with an eye-tracking experiment to obtain a clearer and more comprehensive understanding of the results.

scholarly journals Mental Imagery, Optimism, and Self-efficacy: The Role of Imagery Perspective and Imagery Modality in Positive Cognition

2019 ◽  
Vol 21 (2) ◽  
pp. 35-43
Keyword(s):  
Mental Imagery ◽  
Self Efficacy ◽  
Rating Scales ◽  
Positive Mood ◽  
Visual Modality ◽  
Positive Events ◽  
Self Rating ◽  
Imagery Perspective ◽  
Positive Cognitions

This study examined whether using different imagery perspectives and modalities plays a role in the link between vividness of imagining positive events and positive cognition such as optimism, self-efficacy and memory for positive mood. We asked participants to complete self-rating scales of positive cognition and to imagine doing various actions in positive situations from the external and internal perspectives of visual modality and when using kinesthetic modality. We found that vividness of imagining actions in positive situations from an external perspective predicts all positive cognitions: optimism and self-efficacy and memory of positive mood. The vividness of imagining actions in positive situations from the internal perspective of visual modality and kinesthetic imagery predicted only self-efficacy and memory of positive mood but not optimism. We discuss the findings in light of existing theories regarding imagery and positive cognition and suggest several possibilities of using imagery perspective for imagery interventions.

Ignored or Rejected: Retail Exclusion Effects on Construal Levels and Consumer Responses to Compensation

2019 ◽  
Vol 46 (4) ◽  
pp. 791-807 ◽  
Author(s):  
Jayati Sinha ◽  
Fang-Chi Lu
Keyword(s):  
Mental Imagery ◽  
Frontline Staff ◽  
Consumer Responses ◽  
Customer Complaints ◽  
Customer Reviews ◽  
Service Failures ◽  
Hypothetical Scenario ◽  
Construal Levels ◽  
High Level ◽  
Referral Behavior

Abstract Among the top customer complaints regarding retailers are experiences of exclusionary treatment in the form of explicit condescension or implicit disregard. However, little is known about how consumers respond to different instances of exclusion in retail or service settings. This research focuses on how customers respond cognitively and emotionally when frontline staff reject or ignore them and on how retailers can recover from such service failures. Findings from six studies using exclusion as a hypothetical scenario or a real experience demonstrate that direct negative feedback leads customers to feel rejected and to form concrete low-level mental construals, while a lack of attention leads customers to feel ignored and to form abstract high-level construals. Explicit rejection (implicit ignoring) causes consumers to form more (less) vivid mental imagery of the exclusionary experience and to activate a concrete (abstract) mindset, resulting in preferences for tangible (intangible) and visual (textual) compensation options. Retailers are advised to align their compensation with construal levels to increase post-recovery customer satisfaction, customer reviews, intended loyalty, and brand referral behavior.

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