Aesthetics-based mystery in advertising: the roles of consumers’ high-end product perceptions and the construal level of ad words

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bing Shi
Keyword(s):  
Experimental Studies ◽  
Positive Influence ◽  
Verbal Description ◽  
Content Type ◽  
Verbal Stimuli ◽  
Product Features ◽  
Quality Product ◽  
Effective Option ◽  
Carry Over ◽  
The Impact

Purpose This study aims to focus on whether and furthermore how aesthetics-based mystery affects consumers’ responses toward relevant products. Design/methodology/approach Three experimental studies are reported. In Studies 1–2, smartphone ad flyers varying in mystery and non-mystery styles were adopted. A total of 187 undergraduate participants were recruited in Study 1 and 245 undergraduate participants in Study 2. In Study 3, a total of 193 participants who work in a range of businesses were recruited and wristwatch ad flyers were adopted. Findings Findings demonstrate that consumers are more willing to pay for products promoted via mystery appeal (versus non-mystery). Such positive impacts occur through consumers’ high-end perceptions of the products. Concrete, rather than abstract, verbal description of quality product features facilitate the impact of mystery appeal on consumer purchase decisions. Research limitations/implications The findings advance an extant understanding of mystery appeal in advertising. It is among the first few to demonstrate that high-end product perceptions carry over the positive influence of mystery on consumers. This research is enlightening by suggesting an incongruity effect between pictorial stimuli and verbal information in the advertisement. This study’s scope is limited to visual mystery-evoking stimuli and Chinese participants. Practical implications When marketers/advertisers promoting products/brands with high prices, aesthetics-based mystery appeal should be considered as an effective option. This appeal is implicated as effective across gender. Moreover, visual mystery-evoking stimuli, combined with a concrete (not abstract) verbal description of product features should be optimal in promoting products. Originality/value The findings contribute to the limited empirical research on the influence processes of aesthetics-based mystery appeal. Different from the intuition, it is suggested that incongruity between visual and verbal stimuli in mystery ads that enhances the positive effect of mystery appeal.

scholarly journals The Impact of Gamified Instruction on Students’ Learning Outcomes: Systematic Review of Experimental Studies

2021 ◽  
Vol 13 (4) ◽  
pp. 55
Author(s):  
Nevena Jaftha ◽  
Marouska Zahra-Micallef ◽  
Tatjana Chircop
Keyword(s):  
Systematic Review ◽  
Learning Outcomes ◽  
Digital Libraries ◽  
Experimental Studies ◽  
Intervention Design ◽  
Assessment Instruments ◽  
Learning Technology ◽  
Content Type ◽  
Replication Studies ◽  
The Impact

This systematic review critically explores the intervention design and findings of the experimental studies that were published between January 2012-December 2020 in a number of digital libraries and databases and had the effect of a gamified instruction on students’ learning outcomes in their focus, with the aim of identifying what constitutes success or the lack thereof in the given context. The found effect(s) of gamified instruction on students’ learning engagement and achievement are discussed in relation to the a) intervention design, its flaws and their potential impact on reported outcomes and b) prevalent practice in gamification research. The discussion is structured around data collection sources, sample size, and intervention duration, but also the characteristics of learning technology, learning approach, course content, type of games and game elements. This study proposes a list of categories to be included in the description of a study context so that it is possible to a) systematically organise research findings, b) filter the variety of findings via means of replication studies. c) recognise the variant effect on different sub-populations, and d) suggest the way forward when designing and implementing gamified instruction within specific conditions. Furthermore, the study highlights the necessity of approaching the topic through a mixed-method approach involving a more intensive tracking schedule with new assessment instruments and a larger number of participants that are longitudinal or at least of a longer duration in order to obtain more comprehensive findings.

Shopping online? The role of imagination and gender

2019 ◽  
Vol 53 (12) ◽  
pp. 2604-2628 ◽  
Author(s):  
Manveer K. Mann ◽  
Yuping Liu-Thompkins
Keyword(s):  
Purchase Intention ◽  
Negative Impact ◽  
Experimental Studies ◽  
Product Evaluation ◽  
Brand Experience ◽  
Content Type ◽  
Female Consumers ◽  
Product Use ◽  
Negative Effect ◽  
The Impact

Purpose This study aims to examine gender differences in the impact of imagining product use on purchase decisions. The authors argue that while imagination can enhance purchase intention for female consumers, it can be detrimental to male consumers. This study explores the conditions under which imagination can be turned into a positive device for male consumers. Design/methodology/approach Three experimental studies were conducted. The first two studies illustrate the differential effects of imagination on males vs females. Given the negative effect found among males, the third study focused exclusively on male consumers to identify conditions under which the negative impact of imagination on these consumers can be alleviated. Findings Studies 1 and 2 show that while an imagination tactic has positive or no effect on female consumers, a generic imagination request lowers male consumers’ purchase intention. Focusing on potential ways of alleviating this negative effect, Study 3 shows that for males without prior brand ownership experience, imagining product use in a less-typical context can increase purchase intention. Research limitations/implications The results provide evidence that gender impacts the effectiveness of imagination in improving product evaluation. Furthermore, the context of imagination and previous brand experience can be used together to determine how male consumers respond to imagination. Practical implications The study’s findings warn against the blind use of imagination tactics. Instead, retailers need to customize imagination tactics based on gender, previous brand experience and product usage context. Originality/value To the best of the authors’ knowledge, this is one of the first papers to examine the impact of gender on the influence of imagination on product evaluation.

Does advertising really work?

2020 ◽  
Vol 28 (3) ◽  
pp. 497-515
Author(s):  
Keke Wu ◽  
Yan Yu ◽  
Dayong Dong
Keyword(s):  
Design Methodology ◽  
Information Dissemination ◽  
Home Bias ◽  
Positive Influence ◽  
Investor Behavior ◽  
Investor Attention ◽  
Content Type ◽  
Market Effect ◽  
The Impact ◽  
Trading Response

Purpose This paper aims to examine the direct and indirect effects of advertising on investor behavior. Design/methodology/approach The authors use a novel and direct measure of investor attention: the number of investors whose watch lists has the stock. Findings The authors find that beyond its direct effect through information dissemination, advertising has an indirect effect with regard to grabbing investor attention and the trading response. The authors further find that an increase in attention induces a positive influence on the impact of advertising on investor behavior. Originality/value First, it complements studies of home bias, in which investors are more likely to buy familiar stocks. Second, it also complements the literature on advertising and investor attention and on attention and capital markets. Third, with a new and unambiguous measure of investor attention. Fourth, combining the direct and indirect aspects, this study presents a detailed description of the financial market effect of advertising.

The influence of aesthetic investments on employees

2015 ◽  
Vol 10 (2) ◽  
pp. 214-233 ◽  
Author(s):  
Rune Bjerke ◽  
Nicholas Ind
Keyword(s):  
Customer Service ◽  
Physical Environment ◽  
Positive Influence ◽  
Work Place ◽  
Structured Interviews ◽  
Content Type ◽  
Mobile Operator ◽  
Art Design ◽  
Corporate Art ◽  
The Impact

Purpose – The purpose of this paper is to explore new constructs related to organizations, art and physical environment. Further, an intention was to explain and discuss whether investments in the physical environment in the form of art, design and architecture do have an effect on employees. Design/methodology/approach – To conclude whether aesthetics had an impact on employees in terms of job satisfaction, motivation and their self-perception of their own ability to provide customer service, the authors undertook a quantitative study of 222 employees in seven companies. The authors subsequently commenced five in-depth, semi-structured interviews with four accessible corporate art buyers and one curator to identify the main motivations for purchasing art and placing it in the work place. Findings – With regard to perceptions of art, design and architecture, the physical environment is perceived as a whole and seems to play a significant role in organizational life for employees in companies that have invested in art. The research implies, however, that the companies that invested in art, design and architecture, despite the positive influence on employees’ self-perceived service ability, did not accumulate benefits on service ability relative to employees in companies without art. Practical implications – Managers should cautiously reflect on their motivations for investing in art, design and architecture. Useful motivations might include projecting a desired external image or decoration or expressing connection to a community. Investing in art, design and architecture independent of what the organization is trying to do strategically will create cosmetic solutions that lack any wider purpose. Originality/value – Despite increased corporate interest in aesthetics, little research has been done to determine the effect on employees. The research shortage may be due to the challenge of understanding the meaning of the visible expressions. This paper is a contribution to strengthen the knowledge of the impact of workspace aesthetics on employees (the authors subsequently undertook five in-depth, semi-structured interviews with four accessible corporate art buyers at Storebrand (insurance and banking corporation), Telenor (mobile operator), Hydro (aluminium company), Nordic Choice Hotels and one curator).

scholarly journals Does outward appearance appeal to the inward mind? The impact of packaging finishes on brand impressions and the subsequent behavior of consumer

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yu-Shan Athena Chen
Keyword(s):  
Field Studies ◽  
Positive Influence ◽  
Purchase Intentions ◽  
Outward Appearance ◽  
Consumer Evaluations ◽  
Diverse Range ◽  
Content Type ◽  
Product Attitudes ◽  
Subsequent Behavior ◽  
The Impact

Purpose The purpose of this study is to identify conditions under which consumers prefer matte packages and those under which they prefer glossy packages and to extend the findings to the context of consumer evaluations. Design/methodology/approach A series of four experiments-conducted across a diverse range of settings and consumers (through lab experiments and field studies) and using different types of products (mobile phones, invitation cards, wrappers and coffee packs)- examined the effects of matte and glossy packaging finishes on consumer evaluations (i.e. preferences, attitudes and purchase intentions). This paper further developed moderated mediation models to illustrate the mechanisms underlying the examined effects. Findings People with warmth and competence focus favored matte and glossy packaging, respectively. In addition, the warmth (competence) focus enhanced the positive influence of matte (glossy) packaging on brand sincerity (competence), leading to more favorable consumer evaluations (i.e. brand attitudes, product attitudes and purchase intentions). Practical implications This study provides managers with insights into conferring desired impressions of sincerity (competence) upon a brand and methods of attracting certain warmth focused (competence focused) consumers by using matte (glossy) packaging finishes. Originality/value This is the study to systematically investigate the effect of packaging finishes on brand impressions and consumer evaluations.

Restructuring through spin-off: impact on shareholder wealth

2019 ◽  
Vol 45 (10/11) ◽  
pp. 1458-1468
Author(s):  
Puja Aggarwal ◽  
Sonia Garg
Keyword(s):  
Positive Influence ◽  
Shareholder Wealth ◽  
Event Window ◽  
Content Type ◽  
Share Prices ◽  
Market Index ◽  
Average Abnormal Return ◽  
The Usa ◽  
Study Methodology ◽  
The Impact

Purpose The purpose of this paper is to analyse the impact of spin-off announcements on the parent firm’s share prices. Also, it is studied that during which period the announcement impacts the share prices significantly thereby affecting the shareholder wealth. Design/methodology/approach A sample of 76 Indian firms has been taken which announced the spin-off of their one or more divisions during 2010–2011 to 2015–2016. The authors have used the event study methodology with an event window period of −35 to +35. Estimation window of 256 (−290, −35) days is considered in the study. S&P BSE 500 is used as a market index. Findings The authors found that spin-offs have a significantly positive influence on the share prices of the parent firm. The authors also found that average abnormal return (AAR) of all the 76 companies taken together have been highest on day 0 and the cumulative AAR is highest for day +1. These results are in consonance with what had been concluded by Hite and Owers (1983), Cusatis et al. (1993), Miles and Rosenfeld (1983) and Rosenfeld (1984). All these studies are based on the data derived from the USA. Outcome of this study substantiates the same results when Indian spin-offs are analysed. Originality/value This paper provides the first comprehensive analysis of the impact of Indian spin-offs on the shareholder’s wealth.

The role of implicit learning in logo substitution

2019 ◽  
Vol 36 (5) ◽  
pp. 610-619 ◽  
Author(s):  
Rafal Ohme ◽  
Christo Boshoff
Keyword(s):  
Implicit Learning ◽  
Experimental Studies ◽  
Target Market ◽  
Human Beings ◽  
Content Type ◽  
Quasi Experimental ◽  
Low Levels ◽  
The Impact ◽  
A Company

Purpose Some marketers have challenged psychologists’ contention that human beings can only learn by using conscious effort. They argue that advertising can be effective at low levels of (or even no) attention. Also, despite the absence of (or low levels of) consciousness, these subconscious responses can be linked to brands. The purpose of this study is to investigate the impact of implicit learning in the context of logo substitution – an image that may not look like the original logo, and may not even be consciously associated with the original brand or its logo. Design/methodology/approach Data were collected by means of two quasi-experimental studies. Findings The results suggest that, thanks to implicit learning, logo substitution can be effective. Research limitations/implications One limitation was that data were collected from two relatively small convenience samples. Practical implications Logo substitution can be of value when a company faces a situation when advertising is banned or restricted, when the target market is saturated with marketing stimuli (clutter) and when there is a risk that aggressive advertising can lead to psychological reactance. The purpose of logo substitution would then be to unobtrusively activate mental representations closely related to the original logo. Originality/value The central contribution of this study is that it demonstrates how the principles of implicit social cognition, implicit learning and logo substitution can be used by marketers to overcome the undesirable and even adverse advertising circumstances they sometimes face.

The influence of social media marketing activities on customer loyalty

2018 ◽  
Vol 25 (9) ◽  
pp. 3882-3905 ◽  
Author(s):  
Mayank Yadav ◽  
Zillur Rahman
Keyword(s):  
Social Media ◽  
Customer Loyalty ◽  
Positive Influence ◽  
Customer Equity ◽  
Social Media Marketing ◽  
Content Type ◽  
Five Dimensions ◽  
Theoretical Support ◽  
Marketing Activities ◽  
The Impact

PurposeThe purpose of this paper is to examine the impact of perceived social media marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e-commerce context.Design/methodology/approachThe study surveyed 371 students from a large university in India. The data were analyzed via confirmatory factor analysis and the research hypotheses were examined using SEM.FindingsThe study revealed three key findings. First, perceived SMMAs of e-commerce comprise five dimensions, namely, interactivity, informativeness, word-of-mouth, personalization and trendiness. Second, perceived SMMAs of e-commerce have significantly and positively influenced all the drivers of customer equity (CEDs). Third, the CEDs of e-commerce exhibit a significant and positive influence on customer loyalty toward the e-commerce sites.Practical implicationsThis study will help e-commerce managers to boost customer loyalty toward the e-commerce sites through perceived SMMA.Originality/valueThe study is the first to identify five dimensions of e-commerce perceived SMMA. The current study also introduces the stimulus–organism–response model as a theoretical support to connect perceived SMMAs of e-commerce to customers’ loyalty via CEDs. This is supposed to be the first study to examine the impact of perceived SMMA on customer loyalty toward the e-commerce sites via CEDs in the e-commerce industry.

Corporate tax planning and corporate tax disclosure

2019 ◽  
Vol 28 (2) ◽  
pp. 327-364
Author(s):  
Mahfoudh Hussein Mgammal
Keyword(s):  
Positive Impact ◽  
Positive Influence ◽  
Tax Planning ◽  
Corporate Tax ◽  
Effective Tax Rate ◽  
Firm Level ◽  
Data Set ◽  
Content Type ◽  
The Impact ◽  
Practical Implications

Purpose This paper aims to examine the impact of corporate tax planning (TP) on tax disclosure (TD). Using tax expenses data set, with the detailed effective tax rate (ETR) by reconciling individual items of income and expenses. Design/methodology/approach A firm-level panel data set is used to analyse 286 non-financial listed companies on Bursa Malaysia that spans the period 2010-2012. Multivariate statistical analyses were run on the sample data. The empirical understanding of TD depends on public sources of data in the financial statement, characterized in the aggregated note of tax expenses. Fitting with Malaysian environment, the authors measured TD using modified ETR reconciling items. Findings Results show that TP, exhibit a robust positive influence on TD. This suggests that TP is related to lower corporate TD. In addition, companies with high TP attempt to mitigate the disclosure problem by increasing various TD. The authors further find significant positive impact between each of firm size and industry dummy, on TD. This means that company-specific characteristics are significant factors affecting corporate TD. Research limitations/implications This study contributes to the literature on the effect of TP on TD. It depends on both the signalling theory and the Scholes–Wolfson framework, which are the main theories concerned with TP and TD. Therefore, from a theoretical side, the authors add to the current theories by verifying that users are the party influenced whether positively or negatively, by the extent of TD or the extent of TP activities through Malaysian organizations. Practical implications The evidence found in this paper has important policy and practical implications for the authorities, researchers, decision makers and company managers. The findings can provide them some relevant insights on the importance of TP actions from companies’ perspective and contribute to the discussion of who verifies and deduces from TD directed by companies. Originality/value This paper originality is regarded as the first attempt to examine the impact of TP on TD in a developing country such as Malaysia. Malaysian setting is an interesting one to examine because Malaysia could be similar to other countries in Southeast Asia. Results contribute significant insights to the discussion about TD regarding, which parties are responsible for the verification of TD by firms, and which parties benefit from this disclosure. Findings suggest that companies face a trade-off between tax benefits and TD when selecting the type of their TP.

The effect of shipping knowledge and absorptive capacity on organizational innovation and logistics value

2015 ◽  
Vol 26 (2) ◽  
pp. 218-237 ◽  
Author(s):  
Eon-Seong Lee ◽  
Dong-Wook Song
Keyword(s):  
Organizational Performance ◽  
Absorptive Capacity ◽  
Organizational Innovation ◽  
Positive Impact ◽  
Business Environment ◽  
Positive Influence ◽  
Maritime Logistics ◽  
Logistics Industry ◽  
Content Type ◽  
The Impact

Purpose – The purpose of this paper is to examine what types of shipping knowledge are crucial in order for shipping companies to survive in dynamic business environment, and to investigate how the shipping knowledge affects the company’s performance (i.e. organizational innovation and logistics value). This paper also diagnoses the moderating effect of absorptive capacity on the relationship between the shipping knowledge and its effectiveness. Design/methodology/approach – Based on the literature, a theoretical framework and relevant hypotheses are established so as to show associated relationships between shipping knowledge, absorptive capacity, and organizational innovation and logistics value. Data are collected for an empirical analysis and a moderated hierarchical regression analysis is conducted to test the hypotheses. Findings – Results show that a high level of shipping knowledge has a positive influence on the organizational innovation and logistics value of shipping companies. The findings also indicate that, while the absorptive capacity of shipping companies moderates the positive impact of shipping knowledge on the logistics value, it directly affects the improvement of organizational innovation. Research limitations/implications – This research verifies that effective knowledge management of shipping companies plays a significant role in developing organizational innovation and improving logistics performance. The research findings provide shipping companies with a strategic insight into the identification of critical sources for competitive advantage and greater organizational performance from an organizational learning perspective. Practical implications – This line of research is served as an indicator of a good strategic direction for the practitioners engaged in the maritime transport and logistics industry, in order for them to become better integrated entities in a global logistics system as well as maximize their competitive advantages. Originality/value – This paper makes the first attempt in its kind at empirically examining the types of shipping knowledge and its overall effectiveness in terms of the improvement of organizational innovation and logistics value. The moderating role of absorptive capacity on the impact of knowledge on organizational performance has also been initiated in the maritime logistics research.

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