Browsing behaviour as a mediator: the impact of multi-sensory cues on purchasing

2019 ◽  
Vol 36 (2) ◽  
pp. 253-263 ◽  
Author(s):  
Miralem Helmefalk
Keyword(s):  
Design Methodology ◽  
Consumer Behaviour ◽  
Retail Store ◽  
Sensory Cues ◽  
Content Type ◽  
Sensory Marketing ◽  
Group Data ◽  
Subsequent Effect ◽  
The Impact ◽  
Empirical Contribution

PurposeThis paper aims to examine how multi-sensory cues, when store-congruent, influence consumer browsing behaviour and its subsequent effect on purchasing.Design/methodology/approachTwo studies were used with a field experimental design in a furnishing retail store to examine browsing behaviour and purchasing in a visual, auditory, olfactory and a multi-sensory treatment group. Data were gathered over 12 weeks. This study was a set of studies comprising my dissertation thesis (Helmefalk, 2017).FindingsFindings show that multi-sensory cues in a retail atmosphere are evidently influencing purchasing via browsing behaviour as a mediator.Originality/valueThe findings evidence browsing behaviour as a mediator and predictor for purchasing, which emphasizes its conceptual and empirical contribution in terms of modifying retail atmospheres. The work contributes to the field of retailing, sensory marketing and consumer behaviour, a novel view on the linkages between multi-sensory cues, browsing behaviour and purchasing.

scholarly journals Shedding light on the use of single and multisensory cues and their effect on consumer behaviours

2018 ◽  
Vol 46 (11/12) ◽  
pp. 1077-1091 ◽  
Author(s):  
Miralem Helmefalk ◽  
Adele Berndt
Keyword(s):  
Design Methodology ◽  
Consumer Behaviour ◽  
Product Category ◽  
Olfactory Cues ◽  
Sensory Cues ◽  
Content Type ◽  
Positive Effects ◽  
Multisensory Cues ◽  
Retail Setting ◽  
Practical Implications

PurposeRetail stores are required to provide a stimulating in-store experience for customers and do this by developing various strategies. One strategy implemented by retailers is the use of sensory cues to encourage consumers to engage with the environment and the products on display and available for purchase. Conducted in a lighting department, the purpose of this paper is to consider how retailers can employ a multisensory cue, which is formed by combining three single cues to positively impact consumer behaviours – specifically time spent, touching and purchase.Design/methodology/approachThe study comprised an experimental design, which implemented single congruent visual, auditory and olfactory cues that formed a multisensory cue. Consumer behaviour outcomes of these cues were measured using objective measures.FindingsThe results show that a multisensory cue impacts time spent and purchasing, but no evidence of it affecting touching was noted. In the case of the single cues, auditory and scent cues impacted time spent, but their effect was not to the extent of the multisensory cue, which was superior.Research limitations/implicationsThe study focussed on one product category within a general furnishing store, thus limiting the extent to which the findings can be generalised.Practical implicationsThe effect of a multisensory cue exceeded that of single cues, emphasising the need for retailers to consider and develop a multisensory retail environment.Originality/valueWhile research into the effect of single cues on consumer behaviours has shown positive effects, research into a multisensory cue, especially in a real-retail setting, is relatively scarce.

The effects of materialism on consumer evaluation of sustainable synthetic (lab-grown) products

2020 ◽  
Vol 37 (5) ◽  
pp. 579-590
Author(s):  
Jessica Keech ◽  
Maureen Morrin ◽  
Jeffrey Steven Podoshen
Keyword(s):  
Design Methodology ◽  
Socially Responsible ◽  
Content Type ◽  
Consumer Evaluation ◽  
Positioning Strategy ◽  
Consumer Markets ◽  
The Future ◽  
Promotion Strategies ◽  
Alternative Sources ◽  
The Impact

Purpose The increasing desire of consumers for socially responsible luxury products combined with fluctuating supplies in consumer markets are leading various industries to seek alternative sources to be able to meet the needs of its customers. One possible solution that may meet the demands of the future is lab-grown products. Because these products confer multiple benefits, this study aims to investigate the most effective ways to appeal to consumers by aligning the benefits of the products with their values as marketers seek to find effective promotion for these items. Design/methodology/approach We examine the effectiveness of an ethical positioning strategy for two types of luxury lab-grown (synthetic) products among high versus low materialism consumers in three experiments. Findings Findings suggest that a positioning strategy stressing product ethicality is more effective for low materialism consumers, whereas the strategy is less effective, and may even backfire, for high materialism consumers. The impact on social status consumers perceive from a lab-grown product explains why this effect occurs among low materialism consumers. Therefore, marketers should take caution and use specific appeals for different segments based on values such as consumers’ materialism levels. Originality/value If lab-grown products represent the wave of the future, it is important to understand how consumers will respond to this emerging technology and how promotion strategies may enhance their evaluation.

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.

Investigation on the shaft voltage generation of large synchronous turboalternators

2020 ◽  
Vol 39 (5) ◽  
pp. 1145-1156
Author(s):  
Kevin Darques ◽  
Abdelmounaïm Tounzi ◽  
Yvonnick Le-menach ◽  
Karim Beddek
Keyword(s):  
Finite Element ◽  
Design Methodology ◽  
Short Circuit ◽  
Element Model ◽  
Stator Winding ◽  
Content Type ◽  
Voltage Generation ◽  
The Impact ◽  
Investigation Process ◽  
Circulating Currents

Purpose This paper aims to go deeper on the analysis of the shaft voltage of large turbogenerators. The main interest of this study is the investigation process developed. Design/methodology/approach The analysis of the shaft voltage because of several defects is based on a two-dimensional (2D) finite element modeling. This 2D finite element model is used to determine the shaft voltage because of eccentricities or rotor short-circuit. Findings Dynamic eccentricities and rotor short circuit do not have an inherent impact on the shaft voltage. Circulating currents in the stator winding because of defects impact the shaft voltage. Originality/value The original value of this paper is the investigation process developed. This study proposes to quantify the impact of a smooth stator and then to explore the contribution of the real stator winding on the shaft voltage.

Gated communities in Ankara: are they a tool of social segregation?

2017 ◽  
Vol 10 (5) ◽  
pp. 687-702
Author(s):  
Leyla Alkan-Gökler
Keyword(s):  
Socioeconomic Status ◽  
Design Methodology ◽  
Gated Communities ◽  
Content Type ◽  
Positive View ◽  
Social Segregation ◽  
Show Evidence ◽  
Local Residents ◽  
Almost All ◽  
The Impact

Purpose Gated communities, surrounded by walls or fences, have emerged as a new trend in almost all cities in Turkey, and are homogenous in terms of the socioeconomic status of their occupants. Within these communities, several facilities and services are provided that are available only to the residents, with restrictions on access from the outside, and this has led to criticisms of social segregation. This study aims to analyze the impact of these communities on social segregation in Ankara, through two different surveys aimed at investigating the attitudes of the residents of local neighborhoods and gated communities toward each other. Design/methodology/approach This paper analyzes how the process of gating has affected social segregation in Ankara through two separate surveys: with the residents of gated communities and with the residents of local neighborhoods around these gated communities. Findings The study revealed that the residents of gated communities tended to have a positive view of the residents of local neighborhoods. In contrast, the responses of the local residents show evidence of feelings of social segregation, based on the presence of the high walls, fences and guards that are in place to keep them out of the community. Originality/value This study shows that, although segregation from the rest of the society is not the main reason for gating, the emergence of gated communities in Ankara leads inevitably to a socially and economically segregated city in which local residents feel excluded from these gated areas.

Does knowing overcome wanting? The impact of consumer knowledge and materialism upon credit card selection with young consumers

2015 ◽  
Vol 16 (1) ◽  
pp. 50-70 ◽  
Author(s):  
Jakob Cakarnis ◽  
Steve Peter D'Alessandro
Keyword(s):  
Comparative Study ◽  
Survey Research ◽  
Credit Card ◽  
Design Methodology ◽  
Credit Cards ◽  
Consumer Knowledge ◽  
Content Type ◽  
Young Professionals ◽  
The Impact ◽  
Selection Of

Purpose – This paper investigates the determinants of credit card use and misuse by student and young professionals. Critical to the research is the impact of materialism and knowledge on selection of the appropriate credit card. Design/methodology/approach – This study uses survey research and partial least squares to investigate credit card behaviors of students versus young professionals. Findings – In a comparative study of young professionals and students, it was found that consumer knowledge, as expected, leads to better consumer selection of credit cards. Materialism was also found to increase the motivation for more optimal consumer outcomes. For more experienced consumers, such as young professionals, it was found that despite them being more knowledgeable, they were more likely to select a credit card based on impulse. Originality/value – This paper examines how materialism may in fact encourage some consumers to make better decisions because they are more motivated to develop better knowledge. It also shows how better credit card selection may inhibit impulse purchasing.

Handling negative publicity

2017 ◽  
Vol 21 (3) ◽  
pp. 267-286 ◽  
Author(s):  
Angie Chung ◽  
Hua Jiang
Keyword(s):  
Network Theory ◽  
Design Methodology ◽  
Content Type ◽  
Csr Communication ◽  
Subject Design ◽  
Negative Publicity ◽  
Associative Network Theory ◽  
Corporate Social ◽  
The Impact

Purpose Based on the framing theory and the associative network theory, the purpose of this paper is to develop and test a model that examines the impact of employing corporate social responsibility (CSR) communication in apology statements after negative publicity. Specifically, this study examines the role of CSR fit and CSR history in reducing anger and negative word-of-mouth (NWOM). This study also examines whether perceived CSR motivation and skepticism toward the apology statement mediate the effect of CSR fit and CSR history on anger and NWOM. Design/methodology/approach This study was a 2×2 between-subject design manipulating CSR fit (high or low) and CSR history (long or short). Findings The findings of this study suggest that strategically employing CSR communication in an apology statement after negative publicity may reduce negative consumer reactions. Originality/value The effects of CSR history and CSR fit have been studied in different contexts, but the effects of mentioning the two components in terms of apology statements had been understudied. This paper fulfills an identified need to study how employing CSR communication in apology statements after negative publicity can mitigate negative audience reactions.

Curbing electronic shopper perceived opportunism and encouraging trust

2017 ◽  
Vol 117 (10) ◽  
pp. 2210-2226 ◽  
Author(s):  
Sonia San-Martín ◽  
Nadia Jimenez
Keyword(s):  
Information Asymmetry ◽  
Structural Equation ◽  
Design Methodology ◽  
External Quality ◽  
Content Type ◽  
Theoretical Approaches ◽  
Quality Signals ◽  
The Impact ◽  
Relevant Factors ◽  
Analyze Data

Purpose Consumers can face a situation of information asymmetry in electronic shopping (ES). The purpose of this paper to examine the relationships between: relational variables such as satisfaction, trust and perceived opportunism; and website cues (cognitive signals such as security and personalization, and experiential signals, such as design and entertainment). Design/methodology/approach The paper opted for the structural equation methodology to analyze data collected from 447 Spanish e-shoppers. Findings Results show different factors that relate to satisfaction, trust and perceived opportunism in ES. Satisfactory experience with ES and entertainment emerge as the most relevant factors to achieve trust and prevent perceived opportunism in e-commerce. Originality/value The five contributions of this study are: the introduction of variables from several theoretical approaches to the study of an agency problem in e-commerce; the study of different ways to gain buyer trust and reduce perceived opportunism in an electronic shopper-vendor relationship; the application of signaling theory as part of the process of helping the principal (e-shopper) to solve their shopping problem in a context of information asymmetry; the analysis of the impact of external cues from e-vendor/site, which allows for a comparison between internal experiences and external quality signals; and the study of entertainment as an important hedonic variable in order to have satisfied and confident e-shoppers.

scholarly journals Assessing the impact of libraries – the role of ISO 16439

2018 ◽  
Vol 119 (1/2) ◽  
pp. 87-93 ◽  
Author(s):  
Claire Creaser
Keyword(s):  
Design Methodology ◽  
International Standards ◽  
Content Type ◽  
International Standard ◽  
The World ◽  
The Difference ◽  
Library Impact ◽  
The Impact

Purpose Library impact and how to evaluate it has been debated for a number of years. While the activity – the busy-ness – of the library is now routinely measured and described, the difference the library makes is less tangible and harder to measure. Libraries in all sectors and worldwide are grappling with this issue, and the purpose of this paper is to summarise international standards available to support them. Design/methodology/approach The first international standard concerning library impact, ISO 16439 Information and documentation – methods and procedures for assessing the impact of libraries, was published in 2014 after several years in development. Findings The standard describes a range of methods for assessing library impact which have been used across the world in a variety of libraries in all sectors. Originality/value This paper summarises the key methods described in the standard, and gives references for further reading.

Critical reflections from the millennials on the global action against dementia legacy events

2015 ◽  
Vol 16 (3) ◽  
pp. 177-182 ◽  
Author(s):  
Kristine Newman ◽  
Laura Booi
Keyword(s):  
Millennial Generation ◽  
Design Methodology ◽  
Critical Reflection ◽  
Content Type ◽  
Canadian Context ◽  
Global Action ◽  
Future Direction ◽  
The Impact ◽  
Share Information ◽  
Critical Reflections

Purpose – The purpose of this paper is to share information regarding the Global Action Against Dementia Legacy, to critically reflect on the views of the Canadian Young Leaders of Dementia and to strengthen the impact of their voices in the global discussion surrounding dementia. Design/methodology/approach – This offers a critical reflection and review of the innovative intergenerational discussions and solutions offered by younger Canadians – specifically, the Millennial Generation. Findings – The paper provides insights about how change and solutions in dementia actions may be established through intergenerational collaboration. Research limitations/implications – Researchers are encouraged to make room for the voices of younger, less established generations in both discussions and research related to dementia. The younger generations will provide future direction to the Global Action Against Dementia Legacy so it is time to hear their voice too. Originality/value – This paper draws on developments in the Canadian context to highlight the potential of encouraging a less-usual, intergenerational approach to developing engagement, research and solutions in dementia.

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