“Going on a sensory adventure, a touchy subject?”: investigating haptic technology and consumer adventure orientation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rory Francis Mulcahy ◽  
Aimee Riedel
Keyword(s):  
Experimental Studies ◽  
Content Type ◽  
Digital Service ◽  
Improved Outcomes ◽  
Service Brands ◽  
Haptic Technology ◽  
Mean Differences ◽  
The Impact ◽  
Service Experiences

PurposeThe purpose of this paper is twofold. First, it seeks to extend service and retailers understanding of how the inclusion of haptics can gamify digital service experiences. Second, it seeks to understand the moderating role of consumers orientation towards adventure in service experiences.Design/methodology/approachThis research adopts a two-study, 2 (haptic technology: present vs absent) × 2 (adventure orientation: high vs low) to test the proposed hypotheses (Study 1 n = 210, Study 2 n = 452). The data are tested using ANCOVA's and Hayes PROCESS Macro to investigate mean differences and the potential presence of two different moderated mediated relationships.FindingsThe results are consistent across the two experimental studies evidencing that the inclusion of haptics to gamify the service experience leads to significantly improved outcomes for service brands and channels. Further, the results demonstrate that the impact of haptics is greater for consumers with a lower, compared to higher, sense of adventure. Thus, the results demonstrate that whilst haptics improves consumers experiences with technological services overall, this is more prevalent for those who have “less sense of adventure”.Originality/valueThis paper sheds insight into the emerging area of haptic technology and is one of the first to specifically examine the impact of consumers “sense of adventure.”

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.

Visual storytelling on Instagram: branded photo narrative and the role of telepresence

2020 ◽  
Vol 14 (1) ◽  
pp. 33-50 ◽  
Author(s):  
Heejin Lim ◽  
Michelle Childs
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Media Communication ◽  
Visual Storytelling ◽  
Content Type ◽  
Narrative Transportation ◽  
Implied Motion ◽  
Social Media Communication ◽  
The Impact

Purpose The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism. Design/methodology/approach Using between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2). Findings Results demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context. Practical implications Findings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story. Originality/value This study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.

Influence of social media posts on service performance

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Carol Esmark Jones ◽  
Stacie Waites ◽  
Jennifer Stevens
Keyword(s):  
Social Media ◽  
Experimental Studies ◽  
Hotel Industry ◽  
Service Performance ◽  
Content Type ◽  
Mediating Role ◽  
Upper Limits ◽  
Occupancy Rates ◽  
The Impact

Purpose Much research regarding social media posts and relevancy has resulted in mixed findings. Furthermore, the mediating role of relevancy has not previously been examined. This paper aims to examine the correlating relationship between types of posts made by hotels and the resulting occupancy rates. Then, the mediating role of relevancy is examined and ways that posts can increase/decrease relevancy of the post to potential hotel users. Design/methodology/approach Within the context of the hotel industry, three studies were conducted – one including hotel occupancy data from a corporate chain – to examine the impact of social media posts on relevancy and intentions to stay at the hotel. Experimental studies were conducted to explain the results of the real-world hotel data. Findings The findings show that relevancy is an important mediator in linking social media posts to service performance. A locally (vs nationally) themed post can decrease both the relevancy of a post and the viewer’s intentions to stay at a hotel. This relationship, however, can be weakened if a picture is included with the post, as a visual may increase self-identification with a post. Originality/value These results have important theoretical and practical implications as social media managers attempt to find the best ways to communicate to their customers and followers. Specifically, there are lower and upper limits to how many times a hotel should be posting to social media. The data also show many hotels post about local events, such as school fundraisers or a job fair, that can be harmful to stay intentions, likely due to the irrelevant nature of local posts to customers who are likely to stay in a hotel. National posts are seen as more relevant and likely to increase stay intentions, and the inclusion of a picture can help local posts seem more relevant.

Image, brand relationships and customer value

2015 ◽  
Vol 25 (1) ◽  
pp. 51-74 ◽  
Author(s):  
Laszlo Sajtos ◽  
Henning Kreis ◽  
Roderick Brodie
Keyword(s):  
Customer Value ◽  
Driving Forces ◽  
Service Industries ◽  
Content Type ◽  
Classification Schemes ◽  
Employee Trust ◽  
Service Brands ◽  
Advertising Spending ◽  
The Impact

Purpose – While service brands are conceptualised as being both the company’s presented brand and the customer’s relationship experience, most research to date has supported the central role of the latter over the former in creating customer value and developing loyalty. Studies supporting the central role of relationship experience have relied on classification schemes that have been developed around the role of employees. In contrast, the purpose of this paper is to propose and test the effect of two new moderators, namely advertising spending- and labour-intensity (LI), in predicting the impact of company image and employee trust. Design/methodology/approach – Four contexts (banking, internet provider, insurance and hairdressing) were selected based on their advertising spending- and LI, and a multi-group structural equation modelling technique was employed to test for differences between contexts. Findings – Company image and employee trust were found to have a significant impact on customer value and loyalty perceptions, with considerable differences in patterns across the chosen contexts. This study has confirmed that differences in advertising spending intensity can explain discrepancies in the relative influence of customer value and loyalty drivers across multiple service industries. Originality/value – The findings of this study shed new light on the results of previous studies that relied solely on classification schemes and which supported the primary importance of employee-customer interactions for service brands. Ultimately, this research can help managers better understand the driving forces of their business.

The impact of backstage cues on service evaluation

2017 ◽  
Vol 9 (2) ◽  
pp. 165-183 ◽  
Author(s):  
Yi-Fen Liu ◽  
Yingzi Xu ◽  
I-Ling Ling
Keyword(s):  
Service Quality ◽  
Risk Reduction ◽  
Perceived Risk ◽  
Experimental Studies ◽  
Service Evaluation ◽  
Future Research ◽  
Content Type ◽  
Reduction Effect ◽  
The Impact ◽  
Service Experiences

Purpose This research aims to investigate how backstage visibility affects intangibility and perceived risk at the pre-purchase stage and how service credence moderates the effect of backstage visibility on intangibility and perceived risk. It also focuses on the effect of backstage visibility on perceived service quality and value at the post-purchase stage and the moderating role of the service contact level. Design/methodology/approach This research tests the causal relationships between backstage visibility and customers’ service evaluations through two experimental studies. Findings Study 1 shows that customers who are exposed to backstage cues perceive less pre-purchase risk in the service than those who are not exposed. Pictures plus text information are more effective than text illustrations alone for risk reduction. This risk reduction effect is stronger for high-credence than for low-credence services and is partially mediated by the perceived intangibility of the service. Study 2 reveals that customers with access to backstage cues perceive higher service quality and higher overall value from service experiences. The value increase is more significant for high-contact than for low-contact services. Research limitations/implications Future research could apply different methods to different data sources to provide further insight about backstage visibility. Originality/value The findings of this research suggest that allowing customers to view some backstage activities before purchase helps tangibilize the service, achieve more effective communication with customers and create more positive service experiences.

Artification strategies to improve luxury perceptions: the role of adding an artist name

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Vicente Marin ◽  
Cristóbal Barra ◽  
Jorge Moyano
Keyword(s):  
Experimental Studies ◽  
High Quality ◽  
Content Type ◽  
Brand Quality ◽  
Main Effect ◽  
The Impact ◽  
Underlying Processes ◽  
Art Infusion ◽  
Insight Into

Purpose The purpose of this paper is to examine the impact of adding the name of an artist to an art-infused product as a way to improve luxury perceptions. Additionally, the underlying processes are explored through the mediation of perceptions of aesthetics, exclusivity and brand quality. Design/methodology/approach Two experimental studies were conducted with two independent samples of students (n = 215) and the general population (n = 291). A between-subjects design (artist name: present versus absent) was used to test the main effect and mediation, and it was replicated in two different conditions: low- and high-quality brands. Findings The results indicate that when an artist’s name is added to the description of an art-infused product, luxury perceptions improve significantly. These results are also explained by a significant complementary mediation of aesthetics, exclusivity and product quality. Originality/value This paper addresses important issues in the understanding of alternative ways to gain luxury associations through an artification strategy. This paper clearly contributes to expanding the effects of art infusion in branding, considering the use of artists’ names as a luxury perception booster. In addition, this paper provides insight into the underlying processes and guides marketers on how to manage potential artist collaborations in low- or high-quality brand contexts.

Family Influences on Youth Offending

2018 ◽  
pp. 377-403
Author(s):  
Abigail A. Fagan ◽  
Kristen M. Benedini
Keyword(s):  
Life Course ◽  
Family Environment ◽  
Parenting Practices ◽  
Experimental Studies ◽  
The United States ◽  
Parental Violence ◽  
Youth Delinquency ◽  
The Impact ◽  
Children’S Exposure

This chapter reviews the degree to which empirical evidence demonstrates that families influence youth delinquency. Because they are most likely to be emphasized in life-course theories, this chapter focuses on parenting practices such as parental warmth and involvement, supervision and discipline of children, and child maltreatment. It also summarizes literature examining the role of children's exposure to parental violence, family criminality, and young (teenage) parents in affecting delinquency. Because life-course theories are ideally tested using longitudinal data, which allow examination of, in this case, the impact of parenting practices on children's subsequent behaviors, this chapter focuses on evidence generated from prospective studies conducted in the United States and other countries. It also discusses findings from experimental studies designed to reduce youth substance use and delinquency by improving the family environment.

Social capital and national innovation system: a cross-country analysis

2014 ◽  
Vol 21 (4) ◽  
pp. 453-475 ◽  
Author(s):  
Sepehr Ghazinoory ◽  
Ali Bitaab ◽  
Ardeshir Lohrasbi
Keyword(s):  
Social Capital ◽  
National Level ◽  
Innovation System ◽  
Negative Effects ◽  
Content Type ◽  
Research Findings ◽  
Different Dimensions ◽  
The Impact ◽  
Positive Effect

Purpose – In the last two decades, researchers have paid much attention to the role of cultural values on economic and social development. In particular, the crucial role of different aspects of culture on the development of innovation has been stressed in the literature. Consequently, it is vital to understand how social capital, as a core cultural value, affects the innovation process and the innovative performance at the national level. However, to date, the impact of different dimensions of social capital and innovation has not been properly portrayed or explained. Thus, the purpose of this paper is to investigate the influence of four different dimensions of social capital (institutional and interpersonal, associational life and norms) on two of the main functions of national innovation system (NIS) (entrepreneurship and knowledge creation) based on over 50,000 observations in 34 countries. Design/methodology/approach – In this regard, national-level data from the World Values Survey database was employed to quantify social capital. Entrepreneurship is, in turn, assumed to consist of three sub-indexes and 14 indicators based on the Global Entrepreneurship Index. Knowledge creation is also measured through US Patent Office applications. Also, exploratory factor analysis and structural equation modeling approach were used to build the measurement model and investigate the impact that each factor of social capital had on entrepreneurship and knowledge application, respectively. Measurement and structural models were built and their reliability and validity were tested using various fit indices. Research findings suggest the strong positive effect of institutional trust and networking on entrepreneurship. Also, interpersonal trust and networks were shown to have high influence on knowledge development at the national level. Norms appear to have naïve to medium negative effects on both functions. Findings – Research findings suggest the strong positive effect of institutional trust and networking on entrepreneurship. Also, interpersonal trust and networks were shown to have high influence on knowledge development at the national level. Norms appear to have naïve to medium negative effects on both functions. Originality/value – However, to date, the impact of different dimensions of social capital and innovation has not been properly portrayed or explained.

Market orientation, innovation commercialization capability and firm performance relationships: the moderating role of supply chain influence

2017 ◽  
Vol 32 (7) ◽  
pp. 913-924 ◽  
Author(s):  
Jeen-Su Lim ◽  
William K. Darley ◽  
David Marion
Keyword(s):  
Supply Chain ◽  
Firm Performance ◽  
Market Orientation ◽  
Innovation Management ◽  
Strategy Formulation ◽  
Content Type ◽  
Positive Effects ◽  
The Impact ◽  
Moderating Role

Purpose The study aims to explore supply chain influence (SCI) on the linkages among market orientation, innovation capabilities and firm performance (FP), using the resource-based view as a theoretical backdrop. Design Survey data from 182 top managers who are involved in strategy formulation and innovative direction of their companies was collected and analyzed using moderated multiple regression analysis. Findings Results revealed a moderating role of the SCI in that the proactive market orientation (PMO) and FP relationship is stronger when SCI is high, and innovation commercialization capability (ICC) and FP relationship is stronger when SCI is low. Practical implications Firms pursuing high PMO strategy must collaborate with supply chain function to achieve the full effect of PMO. Additionally, as supply chain is critical to meeting customers’ needs, these firms should allow supply chain to exert greater influence to enjoy the positive effects of PMO in addition to ensuring full integration into marketing strategy implementation. Also, firms with high ICC need to limit SCI to maximize the benefit of ICC on FP, just as innovation management needs to be cognizant of other functional areas. Originality/value The study investigates the potential moderating role of SCI on the relationships among market orientation, ICC and FP. The study fills a gap in the understanding of the nature and role of supply chain in the marketing–supply chain interaction, and the impact on FP.

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.

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