Mind the attention gap: how does digital advertising impact choice under low attention?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Irene Santoso ◽  
Malcolm J. Wright ◽  
Giang Trinh ◽  
Mark Avis
Keyword(s):  
Design Methodology ◽  
Future Research ◽  
Marketing Communication ◽  
Content Type ◽  
Emotional Appeal ◽  
Advertising Strategies ◽  
Naturalistic Environment ◽  
The Impact ◽  
Brand Consideration ◽  
Practical Implications

Purpose This study aims to investigate whether digital advertising can be effective despite consumer inattention and how certain common combinations of ad characteristics increase or decrease ad effectiveness under conditions of low attention. Design/methodology/approach Using two online experiments in naturalistic environment, the authors compare ad effects under focussed, divided and incidental attention, for certain ad characteristics, namely, appeal type and (mis)matching between appeal and brand type. The results are analysed using logistic regression. Findings Ad exposure under low attention does increase brand consideration and choice. The greatest uplift in impact occurs when moving from non-exposure to incidental attention. Under incidental attention, emotive advertising was more effective than rational advertising, as was matching rather than mismatching an emotional appeal to a hedonic brand. Conversely, under divided attention, rational advertising and mismatching a rational appeal to a hedonic brand were more effective. Research limitations/implications This research explores the effectiveness of Twitter ads with an emotional or a rational appeal and the (mis)matching between appeal and utilitarian or hedonic brand type. Future research can examine other formats and creative elements of digital advertising that can affect the low-attention processing and the effects that occur. Practical implications Intrusive, attention-getting advertising strategies may not be necessary. Certain common creative devices can increase advertising effectiveness despite low attention, so marketers can ensure consumer-centric marketing communication. Originality/value There has previously been limited understanding of low-attention mechanisms in advertising and little evidence of ad effectiveness under conditions of low attention. The research also demonstrates that certain ad characteristics, linked to common creative devices, enhance the impact of advertising despite low attention.

scholarly journals Do your employees think your slogan is “fake news?” A framework for understanding the impact of fake company slogans on employees

2019 ◽  
Vol 29 (2) ◽  
pp. 199-208 ◽  
Author(s):  
Linda W. Lee ◽  
David Hannah ◽  
Ian P. McCarthy
Keyword(s):  
Theoretical Basis ◽  
Design Methodology ◽  
Future Research ◽  
Value Proposition ◽  
Fake News ◽  
Content Type ◽  
Internal Stakeholder ◽  
Conceptual Study ◽  
The Impact ◽  
Practical Implications

Purpose This article explores how employees can perceive and be impacted by the fakeness of their company slogans. Design/methodology/approach This conceptual study draws on the established literature on company slogans, employee audiences, and fake news to create a framework through which to understand fake company slogans. Findings Employees attend to two important dimensions of slogans: whether they accurately reflect a company’s (1) values and (2) value proposition. These dimensions combine to form a typology of four ways in which employees can perceive their company’s slogans: namely, authentic, narcissistic, foreign, or corrupt. Research limitations/implications This paper outlines how the typology provides a theoretical basis for more refined empirical research on how company slogans influence a key stakeholder: their employees. Future research could test the arguments about how certain characteristics of slogans are more or less likely to cause employees to conclude that slogans are fake news. Those conclusions will, in turn, have implications for the morale and engagement of employees. The ideas herein can also enable a more comprehensive assessment of the impact of slogans. Practical implications Employees can view three types of slogans as fake news (narcissistic, foreign, and corrupt slogans). This paper identifies the implications of each type and explains how companies can go about developing authentic slogans. Originality/value This paper explores the impact of slogan fakeness on employees: an important audience that has been neglected by studies to date. Thus, the insights and implications specific to this internal stakeholder are novel.

scholarly journals Evidence of green leases in England and Wales

2014 ◽  
Vol 6 (1/2) ◽  
pp. 6-20 ◽  
Author(s):  
Susan Bright ◽  
Hannah Dixie
Keyword(s):  
Research Method ◽  
Design Methodology ◽  
Future Research ◽  
Property Management ◽  
Environmental Practices ◽  
England And Wales ◽  
Content Type ◽  
Industry Standard ◽  
The Impact ◽  
Practical Implications

Purpose – This paper aims to report on research that investigates the use of green clauses in leases of office and retail premises in England and Wales. Design/methodology/approach – The authors examined 26 recent leases of green build properties registered at HM Land Registry. The green clauses discovered were classified and compared with the model form green clauses promoted by the London-based Better Building Partnership's Green Lease Toolkit. Findings – Of the 26 leases analysed, 18 contained some form of green provision. Research limitations/implications – As the sample selected was not representative, a larger study is needed to detect trends in green leasing. This research method does not show the impact of green clauses on property management. Practical implications – This research illustrates the types of clauses that have been used in leases but also shows that green leasing principles are not yet the industry standard. Many new, long leases still make no reference to environmental practices. Originality/value – This is the first research to be done examining the green content of agreed leases and develops a methodology that can be used for future research.

scholarly journals Impairment effects of creative ads on brand recall for other ads

2019 ◽  
Vol 53 (7) ◽  
pp. 1466-1483
Author(s):  
Hyun Seung Jin ◽  
Gayle Kerr ◽  
Jaebeom Suh
Keyword(s):  
Design Methodology ◽  
Presentation Order ◽  
Future Research ◽  
Facilitation Effect ◽  
Content Type ◽  
Theoretical Contribution ◽  
Brand Recall ◽  
The Impact ◽  
Practical Implications

Purpose The creativity-based facilitation effect, well documented by previous research, shows that creative advertisements (ads) are more memorable than regular (or less creative) ads, that is, creativity facilitates memory. This current research aims to extend our understanding by investigating the impact of creativity on regular ads and competitive advertising. It examines whether creative ads impair the memorability of regular ads to determine whether a “creativity-based impairment effect” exists. Design/methodology/approach Three experiments were conducted. Experiment 1 tested creativity-based impairment effects in brand recall. Experiment 2 replicated and validated the impairment effect in recall, using a different presentation order of ads. In Experiment 3, effects of creative ads on competing vs non-competing brands were examined. Findings Results found that creative ads impaired the brand recall of regular ads, creative ads impaired the recall of competing brands more than non-competing brands and creative ads were recalled earlier in top-of-mind recall positions. Research limitations/implications Future research may look at whether different memory measures (e.g. recognition), different proportions of creative ads, and ads of familiar vs unfamiliar brands produce differential impairment effects. Practical implications One suggestion from this research could be to not only copy-test your own brand’s advertising, but also test the advertising of other brands so that the target ad’s relative levels of creativity can be assessed before media buying. As a result of this testing, when the brand identifies any potential impairment effects, the identified creative ads could then be tracked in terms of media placement, providing a guide of where “not to schedule” advertising. Originality/value This research makes an important theoretical contribution as the first to explore impairment effects in the context of creative advertising. In doing so, it offers important managerial insights for regular and competitive advertising.

scholarly journals The effects of logo frame design on brand extensions

2019 ◽  
Vol 29 (1) ◽  
pp. 97-113
Author(s):  
Yu-Shan Athena Chen ◽  
Lien-Ti Bei
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Brand Extension ◽  
Brand Extensions ◽  
Future Research ◽  
Content Type ◽  
Frame Effect ◽  
Frame Design ◽  
The Impact ◽  
Practical Implications

Purpose The purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames. Design/methodology/approach Two experimental studies were conducted. Study 1 examines how removing and breaking logo frames expands perceived brand breadth. Study 2 considers the implication of this logo frame effect and indicates the impact of logo frames on brand extension scenarios. Findings Removing and breaking logo frames could expand perceived brand breadth and, in turn, benefits the brand extensions, especially for promotion-focused consumers. However, prevention-focused people held favorable brand extension attitudes when the brand logo constructs a complete frame due to its perceived trustworthiness. Research limitations/implications As an initial exploration, this study conceptualizes and manipulates logo frames as full framed, partial framed and open logo. Future research studies could include further design features in the examination. Practical implications If a brand seeks to be broad, removing or breaking its logo frame is an alternative. However, consequential negative impressions on brand extension attitudes among prevention-focused customers should be considered. Originality/value This study is the first investigation into the impacts of logo frame patterns on consumers’ perception of brand breadth and the consequent extension attitudes.

CEO change and the perception of enhanced product: an implicit theory perspective

2019 ◽  
Vol 36 (5) ◽  
pp. 677-691 ◽  
Author(s):  
Chien-Wei (Wilson) Lin ◽  
Dipankar Rai ◽  
Trang P. Tran
Keyword(s):  
Design Methodology ◽  
Future Research ◽  
Implicit Theory ◽  
Leadership Change ◽  
Product Failure ◽  
Content Type ◽  
Leadership Changes ◽  
The Impact ◽  
Product Perception ◽  
Practical Implications

Purpose This paper aims to investigate the influence of implicit self-theories and the change in CEO of a firm after product failure on consumers’ preference of the enhanced product. Design/methodology/approach Three experiments were conducted involving product failure and CEO change scenarios. Findings Studies demonstrate that incremental theorists prefer the enhanced product after the CEO change (vs no change), whereas entity theorists do not prefer the enhanced product after the CEO change. This effect is mediated by consumers’ perception of the likelihood of success of the firm after the CEO change. Furthermore, entity theorists prefer the enhanced product only when the CEO change is external (vs internal). Research limitations/implications Future research could investigate if the impact of CEO change on product perception depends on the severity of the situation, and identify boundary conditions under which the CEO change is not beneficial. Practical implications The results suggest that organizations can take advantage of the leadership change by introducing new products strategically around the period of leadership change. Marketers can induce incremental mindset in their advertisement material during the period of leadership change to ensure that all consumers have a positive perception of the enhanced products. Originality/value This is the first research to investigate how consumers respond to leadership changes made by organizations. The findings show that different signals (internal vs external CEO change) can generate different reactions across different receivers (incremental vs entity theorists).

Digitalization and subjective wellbeing in Europe

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Suzanna Elmassah ◽  
Eslam A. Hassanein
Keyword(s):  
Life Satisfaction ◽  
Design Methodology ◽  
Subjective Wellbeing ◽  
Least Squares Method ◽  
Digital Economy ◽  
Future Research ◽  
Content Type ◽  
Use Of The Internet ◽  
The Impact ◽  
Practical Implications

Purpose This study aims to analyze the effect of digitalization on 28 European countries’ subjective wellbeing by using macro (aggregate level) indicators. Design/methodology/approach The research investigates the impact of digitalization (Digital Economy and Society Index [DESI]) on life satisfaction through its components. The study uses several models based on the two-stage least squares method. Findings The findings show that internet connectivity, use of the internet and integrated digital technology are positively related to life satisfaction. Furthermore, the results revealed that human capital and digital public services are negatively associated with it. The study also suggested that digital skills, e-health, and e-government services do not necessarily increase an individual’s life satisfaction level. The internet’s use appeared to be the most effective digitalization component in affecting life satisfaction in Europe. Research limitations/implications The study is based on the DESI index from 2014 to 2019. Although it does not influence the outcome, future research may consider additional indexes such as Digital Adoption Index and Digital Transformation Index and extend the study period. Practical implications The study helps the policymakers directing their attention to the importance of digitalization on life satisfaction. Originality/value This work extends the limited understanding of subjective wellbeing, digitalization and the digital economy and society index in terms of theoretical implications.

scholarly journals Advantages and potential challenges of data management in e-maintenance

2019 ◽  
Vol 25 (3) ◽  
pp. 378-396 ◽  
Author(s):  
Arian Razmi-Farooji ◽  
Hanna Kropsu-Vehkaperä ◽  
Janne Härkönen ◽  
Harri Haapasalo
Keyword(s):  
Data Management ◽  
Design Methodology ◽  
Management Practices ◽  
Future Research ◽  
Conceptual Approach ◽  
Content Type ◽  
Different Types ◽  
Maintenance Systems ◽  
Industry Leader ◽  
Practical Implications

Purpose The purpose of this paper is twofold: first, to understand data management challenges in e-maintenance systems from a holistically viewpoint through summarizing the earlier scattered research in the field, and second, to present a conceptual approach for addressing these challenges in practice. Design/methodology/approach The study is realized as a combination of a literature review and by the means of analyzing the practices on an industry leader in manufacturing and maintenance services. Findings This research provides a general understanding over data management challenges in e-maintenance and summarizes their associated proposed solutions. In addition, this paper lists and exemplifies different types and sources of data which can be collected in e-maintenance, across different organizational levels. Analyzing the data management practices of an e-maintenance industry leader provides a conceptual approach to address identified challenges in practice. Research limitations/implications Since this paper is based on studying the practices of a single company, it might be limited to generalize the results. Future research topics can focus on each of mentioned data management challenges and also validate the applicability of presented model in other companies and industries. Practical implications Understanding the e-maintenance-related challenges helps maintenance managers and other involved stakeholders in e-maintenance systems to better solve the challenges. Originality/value The so-far literature on e-maintenance has been studied with narrow focus to data and data management in e-maintenance appears as one of the less studied topics in the literature. This research paper contributes to e-maintenance by highlighting the deficiencies of the discussion surrounding the perspectives of data management in e-maintenance by studying all common data management challenges and listing different types of data which need to be acquired in e-maintenance systems.

Embedding employability within higher education for the profession of policing

2019 ◽  
Vol 9 (3) ◽  
pp. 319-328
Author(s):  
Ian Pepper ◽  
Ruth McGrath
Keyword(s):  
Higher Education ◽  
Design Methodology ◽  
Research Study ◽  
Longitudinal Research ◽  
Evidence Base ◽  
Content Type ◽  
Educational Provision ◽  
Professional Body ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to evaluate the impact of an employability module, the College of Policing Certificate in Knowledge of Policing (CKP), on students’ career aspirations, their confidence and wish to join the police along with the appropriateness of the module. This will inform the implementation of employability as part of the College of Policing-managed Police Education Qualifications Framework (PEQF). Design/methodology/approach A three-year longitudinal research study used mixed methods across four points in time to evaluate the impact on students studying the employability module. Findings The research suggests that the employability-focussed CKP was useful as an introduction to policing, it developed interest in the police and enhanced the confidence of learners applying to join. Lessons learnt from the CKP should be considered during the implementation of the PEQF. Research limitations/implications The ability to generalise findings across different groups is limited as other influences may impact on a learner’s confidence and employability. However, the implications for the PEQF curriculum are worthy of consideration. Practical implications As the police service moves towards standardised higher educational provision and evolution of policing as a profession, lessons can be learnt from the CKP with regards to the future employability of graduates. Originality/value Enhancing the employability evidence base, focussing on policing, the research identified aspects which may impact on graduates completing a degree mapped to the PEQF. The research is therefore of value to higher education and the professional body for policing.

The identity crisis of sustainable development

2014 ◽  
Vol 11 (1) ◽  
pp. 4-15 ◽  
Author(s):  
Catalin Ratiu ◽  
Beverlee B. Anderson
Keyword(s):  
Sustainable Development ◽  
Design Methodology ◽  
Identity Crisis ◽  
Primary Data ◽  
Future Research ◽  
Clear Understanding ◽  
Content Type ◽  
The Public ◽  
Larger Sample ◽  
Practical Implications

Purpose – There are many different conceptualizations to sustainable development and these different approaches may have led to confusion amongst the public. The purpose of this paper is to explore the identities of the term and how the confused identity may be leading to problems for sustainable development efforts. Design/methodology/approach – The design is exploratory, using both secondary and primary data to understand the different sustainable development concepts. Findings – There is no consistent understanding or use of the term “sustainable development” among various groups. Research limitations/implications – Future research should include a larger sample that is more representative of people from different backgrounds and geographical areas. Practical implications – The public is generally willing to support only projects that it understands. Without a clear understanding of sustainable development, the public will be less inclined to support these efforts. Originality/value – This study examines the perceptions and understandings of the term by the general public representing different generations.

What makes court-referred mediation effective?

2014 ◽  
Vol 25 (1) ◽  
pp. 21-37 ◽  
Author(s):  
Amira Galin
Keyword(s):  
Design Methodology ◽  
Content Type ◽  
Process And Outcome ◽  
Refusal To Participate ◽  
The Impact ◽  
Practical Implications ◽  
Theoretical Insight ◽  
Insight Into ◽  
Low Rate

Purpose – The purpose of this paper is to obtain insight into court-referred mediation in the Israeli Labor Courts, by analyzing its processes and outcomes, as a function of tactics used by both the disputants and the mediator. Design/methodology/approach – Observation of 103 court-referred mediations, for each of which a detailed process and outcome were documented. Data on disputants' refusal to participate in the mediation was also collected. At the end of each mediation case, disputants were given a questionnaire in which they expressed their satisfaction with the outcome and their evaluation of the mediator's contribution. Findings – A low rate of refusal to participate in court-referred mediation was found. Also, the higher the ratio of soft tactics to pressure tactics employed (by all parties involved) during the process, the higher the rate of agreements. Mediators use significantly more soft tactics than disputants, and are more active in using tactics. The two significant variables that predict the mediation's agreement are the ratio between soft tactics to pressure tactics used by all parties, and mediator contribution to the process. Practical implications – The significant role of soft tactics in the process, outcome, and satisfaction of court-referred mediation may serve as a guideline for disputants and mediators. Originality/value – This unique research, which examines the impact of tactics on court-referred mediation, may provide added and significant theoretical insight into its process and outcome, as well as a better understanding of other “hybrid” (compulsory at the beginning, voluntary at the end) mediations.

Sign in / Sign up

Export Citation Format

Share Document