Context congruity effects of online product recommendations: an eye-tracking study

2018 ◽  
Vol 42 (6) ◽  
pp. 847-863 ◽  
Author(s):  
Jing Luan ◽  
Zhong Yao ◽  
Yongchao Shen ◽  
Jie Xiao
Keyword(s):  
Eye Tracking ◽  
Memory Performance ◽  
Cognitive Capacity ◽  
Attention And Memory ◽  
Significant Finding ◽  
Content Type ◽  
Theoretical Contribution ◽  
Product Recommendations ◽  
Tracking Device ◽  
Practical Implications

PurposeThe purpose of this paper is to understand how the context congruity effects of online product recommendations (PRs) by recommendation agents (RAs) influence consumers’ attention to and memory of recommended products in an online shopping environment.Design/methodology/approachThe study focuses on the context congruity effects of online PRs by examining consumers’ browsing patterns and attention characteristics (fixation counts and fixation duration) using an eye-tracking device and by measuring memory performance with an aided memory test. Three types of PRs (highly congruent, lowly congruent and incongruent PRs) and two degrees of involvement (high and low involvement) are considered.FindingsThe results of the gaze data show that context congruity effects can influence consumers’ PR attention, but this effect is not moderated by involvements. The results of the memory data show that PR recognition is influenced not only by context congruity effects but also by involvement. Another significant finding is that attention to a PR does not necessarily guarantee better memory performance.Practical implicationsThe study significantly contributes to deepening the understanding of how context congruity can influence consumers’ attention to and memory of PRs. The findings also have important managerial and practical implications, such that selecting and presenting PRs should be based on context congruity effects.Originality/valueFirst, introducing context congruity effects to investigate the effectiveness of online PRs by RAs not only provides an important theoretical contribution to research on recommendation effectiveness but also enriches its application. Second, the findings suggest that the relationship between visual attention and memory is not definitely positive. Third, to interpret the complex translation process from attention to memory, the authors propose a methodology that considers stimulus attributes, issue involvement, cognitive capacity and cognitive interference.

Opportunities and constraints of women entrepreneurs in Jordan: an update of the 5Ms framework

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tala Abuhussein ◽  
Tamer Koburtay
Keyword(s):  
Women Entrepreneurs ◽  
Design Methodology ◽  
Arab Countries ◽  
Structured Interviews ◽  
Content Type ◽  
Theoretical Contribution ◽  
Market Management ◽  
Potential Factors ◽  
Extended View ◽  
Practical Implications

PurposeDrawing on the “5Ms” gender cognizant framework, this study seeks to investigate how money, motherhood, management, the market and the macro/meso environment dimensions of the 5Ms may influence women's entrepreneurship in Jordan. A related aim is to offer in-depth insights and a fresh understanding of potential factors not included in the original 5Ms model.Design/methodology/approachThe study takes a qualitative-inductive approach, using semi-structured interviews with 14 women entrepreneurs from various industries in Jordan.FindingsThe paper highlights the positive (or adverse) impact of the 5Ms factors (motherhood, macro/meso environment, the market, management and money) on women entrepreneurs in Jordan and introduces new emerging factors. The paper concludes with an extended view of the 5Ms model.Practical implicationsThis study may help develop greater sensitivity and understanding about some of the adverse gender practices faced by women entrepreneurs. Policymakers in Jordan and other Arab countries may consider empowering women entrepreneurs in terms of offering more financial funds and facilities, social support, and managerial empowerment.Originality/valueThe study creates more sensitivity and awareness about the current dynamics, opportunities and impediments that affect women entrepreneurs; thus, it contributes to the extant literature by suggesting new propositions and a novel framework. This study extends Brush et al.'s (2009) 5Ms gendered framework by adding three important factors (Mental health, Maturity and Maintainability). The empirical update and contextual extension of Brush et al.'s (2009) 5Ms model highlight a theoretical contribution.

scholarly journals Brazil’s image and Brazilian personality: a systematic review from the viewpoint of cordiality

2019 ◽  
Vol 26 (3) ◽  
pp. 274-292
Author(s):  
Marina Toledo de Arruda Lourenção ◽  
Maria Gabriela Montanari ◽  
Janaina de Moura Engracia Giraldi ◽  
André Lucirton Costa
Keyword(s):  
Systematic Review ◽  
Personality Traits ◽  
Public Diplomacy ◽  
Content Type ◽  
Future Studies ◽  
Theoretical Contribution ◽  
New Associations ◽  
Brazilian Government ◽  
Marketing Actions ◽  
Practical Implications

Purpose The purpose of this paper is to identify the characteristics of Brazilian personality, associating them with the cordial man of the book Raízes do Brasil (Roots of Brazil). In addition, it aims to present an agenda for future management studies, suggesting works in several managerial areas which may be influenced by traits of the Brazilian personality. Design/methodology/approach A systematic review of studies on Brazil’s image was developed, so that it was possible to identify the main characteristics of the Brazilian personality. The main personality traits found were compared to those identified in the cordial man, from the book Raízes do Brasil. Findings The results indicate the main traits of Brazilians’ personality: sensual, cunning, cheerful, creative, hospitable, friendly and cordial. These traits are directly related to cordiality, mentioned in some studies, and also indirectly through words alluding to the character of the cordial man. These traits are related to the Brazilians image abroad and have created a confused image of Brazil. Research limitations/implications Regarding the theoretical contribution, the future studies agenda presented suggests the development of papers that relate Brazilians’ personality traits to other areas besides tourism, such as negotiation, organizational culture, exports, foreign direct investment, talent attraction and public diplomacy. Practical implications This study indicated that in practice, the Brazilian Government should develop marketing actions to promote a more consistent image of Brazil, reinforcing its positive aspects and creating new associations that allow Brazil to bring not only tourists but also residents, companies and investors for the country. These positive aspects, regarding the country citizens, can be their affability, hospitality, extraversion and generosity, which can improve the foreigners’ impressions on Brazil. Originality/value The originality of the study is to relate the concept of cordial man to the Brazilian people, showing the main features of their personality and also in the elaboration of an agenda indicating suggestions for future studies that relate the personality traits of Brazilian people with other areas.

Investigation of communication in budgetary accountability routines

2020 ◽  
Vol 17 (3) ◽  
pp. 321-344
Author(s):  
Jean-Claude Mutiganda ◽  
Giuseppe Grossi ◽  
Lars Hassel
Keyword(s):  
Design Methodology ◽  
Communicative Action ◽  
Mutual Understanding ◽  
Content Type ◽  
Theoretical Contribution ◽  
Hierarchical Levels ◽  
Communicative Process ◽  
Practical Implications ◽  
Repeated Contact

Purpose This paper aims to analyse the role of communication in shaping the mechanisms of accountability routines. Design/methodology/approach Conceptual elements of the theory of communicative action and the literature on routines were used to conduct a field study in two hospital districts in Finland, from 2009 to 2015. Data were based on interviews, document analysis, observed meetings and repeated contact with key informants. Findings The findings explain how accountability routines take different forms – weak or strong – in different organisations and at different hierarchical levels. Differences depend on the generative structures and mechanisms of the communicative process – relational and normative – used to give and ask information to and from organisation members involved in accountability relationships. An explorative finding is that discourse-based communication plays an important role in bridging the gap between weak and strong accountability routines. The main theoretical contribution is to conceptualise and show the role of communicative rationalities in shaping the mechanisms of accountability routines. Practical implications The implication for practitioners and policymakers is to show to what extent the organisation policies and communicative rationalities used in accountability have potential to improve or not to improve the practices of accountability routines. Mutual understanding, motivation and capacity of organisation members to do as expected and agreed upon without pressure improve accountability routines. Originality/value The value of this study is to explain how accountability routines take different forms in practice (weak or strong) in different organisations and at different hierarchical levels, depending on the generative structures of the communicative process used in practicing accountability routines.

Presentational format and financial consumers’ behaviour: an eye-tracking study

2019 ◽  
Vol 37 (3) ◽  
pp. 821-837 ◽  
Author(s):  
Maria Gabriella Ceravolo ◽  
Vincenzo Farina ◽  
Lucrezia Fattobene ◽  
Lucia Leonelli ◽  
GianMario Raggetti
Keyword(s):  
Information Processing ◽  
Eye Tracking ◽  
Neural Mechanisms ◽  
Financial Disclosure ◽  
Sources Of Information ◽  
Cross Sectional ◽  
Content Type ◽  
Nonprofessional Investors ◽  
Cross Sectional Design ◽  
Practical Implications

Purpose The purpose of this paper is to examine whether financial consumers are sensitive to presentational format of financial disclosure documents and whether this influences the financial attractiveness of products. Design/methodology/approach In order to observe and measure consumers’ attention, the authors exploit the unobtrusive methodology of eye tracking on a sample of nonprofessional investors, applying an ecological protocol, through a cross-sectional design. Findings The analysis reveals that financial information processing and attention distribution are influenced by the way the information is conveyed. Moreover, some layouts induce individuals to rate the products as less financially attractive, independent of the information content. This suggests the importance of studying the neural mechanisms of investors’ behaviour in the scrutiny of financial product documents. Practical implications The results lead to recommend regulators and managers to study how investors respond to financial disclosure documents by exploiting neuroscientific techniques. Moreover, there is a role for the search of any benefit coming from emphasising specific sources of information inside documents. Originality/value This research investigates the influence of presentational format on consumers’ information processing measuring the underlying neurophysiological processes; the consequent perception of financial attractiveness is also explored.

Investigating the appeal of a visitor guide: a triangulated approach

2020 ◽  
Vol 32 (4) ◽  
pp. 1539-1562
Author(s):  
Ye (Sandy) Shen ◽  
Michael Lever ◽  
Marion Joppe
Keyword(s):  
Eye Tracking ◽  
Mixed Method ◽  
Reference Points ◽  
Content Type ◽  
Related Information ◽  
People’S Attitudes ◽  
Destination Management Organizations ◽  
Depth Interviews ◽  
Tracking Technology ◽  
Practical Implications

Purpose Destination management organizations deliver travel-related information through visitor guides to build destination awareness and attract potential tourists. Therefore, this research aims to investigate how people read such a guide, understand their attitudes and to provide recommendations on enhancing its design. Design/methodology/approach This research used eye-tracking technology in tandem with surveys and in-depth interviews. Eye-tracking technology uncovered the elements of a visitor guide that attracted particular attention, whereas surveys and interviews provided deeper insights into people’s attitudes toward them. Findings People do not spend attention equally on each page of a visitor guide. Instead, they look at the reference points (i.e. photo credits, photos, headings and bolded words) and then read the adjacent areas if the information triggers their interest. The characteristics of the attractive components of a visitor guide were discussed and suggestions on designing a more appealing guide were provided. Research limitations/implications The triangulated approach not only generated objective and insightful results but also enhanced research validity. This exploratory sequential mixed method can usefully be applied to test other stimuli and assess attention. Practical implications To be deemed appealing, a visitor guide should avoid ads unrelated to the destination, include more photos, use the list format and bolded words, add stories or selected comments from social media and provide well-designed maps. Originality/value This research fills a gap in the literature by using a triangulated approach including eye-tracking, survey and interviews to examine a 68-page visitor guide. The concept of reference-point reading behavior is proposed. Practical implications are discussed to improve the design of a visitor guide.

A systematic literature review on the usage of eye-tracking in understanding process models

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rafael Batista Duarte ◽  
Denis Silva da Silveira ◽  
Vinícius de Albuquerque Brito ◽  
Charlie Silva Lopes
Keyword(s):  
Literature Review ◽  
Eye Tracking ◽  
Business Process ◽  
Systematic Literature Review ◽  
Data Extraction ◽  
Process Models ◽  
Future Research ◽  
Comprehensive Overview ◽  
Content Type ◽  
Tracking Device

PurposeBusiness process modeling can involve multiple stakeholders, so it is natural that problems may occur during the designing and understanding processes. One way to perceive these problems is to evaluate the comprehension of business process models through the collection of data related to the readers' eye movement via an eye-tracking device. The purpose of this paper is to provide a comprehensive overview of the use of eye-trackers in understanding process models and to offer a research roadmap to challenge the community to address the identified limitations and open issues that require further investigation.Design/methodology/approachTo achieve this goal, Systematic Literature Review (SLR) was performed following good practices from the Evidence-Based Software Engineering's (EBSE) field.FindingsThis study resulted in 10 primary studies selected for analysis and data extraction, from the 1,482 initially retrieved. The major findings indicate that the business process community still benefits little from the use of eye-tracking, e.g. not offering sufficient support for inexperienced designers and not having an explicit standardization in its use. These and other findings are synthesized in a research roadmap which results would benefit researchers and practitioners.Originality/valueIn the studies found, the methods used to explore eyes' movement in process models' comprehension analysis were presented as an advantage of the current study. Additionally, another aspect presented in this SRL as an originality is presenting a set of open questions, suggesting valuable topics for future research through a research script (research roadmap).

Looking behind eye-catching design: an eye-tracking study on wine bottle design preference

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Peter Merdian ◽  
Philipp Piroth ◽  
Edith Rueger-Muck ◽  
Gerhard Raab
Keyword(s):  
Eye Tracking ◽  
Unconscious Perception ◽  
The Unconscious ◽  
Content Type ◽  
Subjective Evaluations ◽  
Consumer Study ◽  
Significant Difference ◽  
Design Preference ◽  
Practical Implications ◽  
Wine Bottle

Purpose The purpose of this study is to find out how unconscious perception and conscious reactions differ when it comes to evaluate wine bottles in a shopping shelf. It was evaluated how attention is related to subjective evaluations of interest and value in the perception of wine bottle design choices. Design/methodology/approach The experiment combined implicit eye-tracking observations and a quantitative measurement on the assessment on wine bottle designs. In total, 37 participants rated eight different wine bottle designs based on their interest and assumed value, without any given information about the wines’ original price classification. Findings There is a significant difference between the perception of wine bottle designs. Eye-catchy designs do not automatically transform into a higher perception of value and interest towards the product. The unconscious perception of bottles and the conscious reaction differentiate. Research limitations/implications The greatest limitation, as with many other implicit studies, is the limited number of subjects and the associated limited validity. In addition, eight bottles in four categories were studied, which is adequate, but does not fully reflect the complexity of the wine market supply. Practical implications Manufacturers and wine label designers should challenge existing pre-disposition towards certain wine bottle design choices. Originality/value To the best of the authors’ knowledge, this is the first German consumer study that focusses on unconscious perception (measured by implicit eye movement behaviour) and conscious reactions in the context of explicit value and interest evaluation.

Escaping the corner of death? An eye-tracking study of reading direction influence on attention and memory

2017 ◽  
Vol 34 (1) ◽  
pp. 1-10 ◽  
Author(s):  
Monica D. Hernandez ◽  
Yong Wang ◽  
Hong Sheng ◽  
Morris Kalliny ◽  
Michael Minor
Keyword(s):  
Eye Tracking ◽  
Design Methodology ◽  
Attention And Memory ◽  
Cognitive Responses ◽  
Tracking Data ◽  
Bias Effect ◽  
Content Type ◽  
Reading Direction ◽  
Feature Based ◽  
The Web

Purpose The authors aim to examine the effect of location-driven logo placement on attention and memory on the web addressing differences between individuals that read unidirectionally (left-to-right [LTR]) versus bidirectionally (both right-to-left and LTR). Design/methodology/approach Using an eye-tracking approach combined with traditional verbal measures, the authors compared attention and memory measures from a sample composed of bidirectional (Arab/English) readers and unidirectional readers. Findings The findings reveal that unidirectional and bidirectional readers differ in attention patterns. Compared to bidirectional readers, unidirectional readers pay less attention to the logo on the bottom right corner of the webpage based on verbal measures. The eye-tracking data of the two groups further identify differences based on total hits and duration time. Unidirectional LTR readers demonstrate higher fluency in feature-based attention whereas bidirectional readers show higher fluency in spatial attention. Originality/value The authors expand on scarce research on reading direction bias effect on location-driven stimuli placement in online settings. They contribute to the understanding of the differences between unidirectional and bidirectional readers in their cognitive responses (attention and memory) to organization of marketing stimuli.

Co-creating sustainable corporate brands: a consumer framing approach

2020 ◽  
Vol 25 (3) ◽  
pp. 447-461
Author(s):  
Sonja Lahtinen ◽  
Elina Närvänen
Keyword(s):  
Design Methodology ◽  
Qualitative Data ◽  
Well Being ◽  
Multiple Stakeholders ◽  
Content Type ◽  
Theoretical Contribution ◽  
Corporate Social ◽  
Corporate Brands ◽  
Practical Implications

PurposeThe purpose of this research is to explore how consumers co-create sustainable corporate brands (SCBs) by framing brands with a newly adopted sustainability orientation.Design/methodology/approachThe qualitative data were generated from four focus groups consisting of altogether 25 Finnish millennial consumers. The data were analysed using thematic analysis, and the resulting themes were classified as different framings.FindingsThe findings indicate three ways of framing SCBs: as signs of corporate hypocrite, as threats that increase societal fragmentation and as signs of corporate enlightenment. These framings are based on two components: the perceived attributes and activities of the corporate brand.Practical implicationsThe role of corporate brands is expanding from the business sphere towards actively influencing society. Yet, sustainability activities can be risky if consumers, as primary stakeholders, deem them unacceptable, unethical or untrustworthy. This research supports brand managers to succeed in co-creating SCBs as contributors to societal and environmental well-being, at a time when multiple stakeholders consider this a worthwhile endeavour.Originality/valueThe theoretical contribution is twofold: firstly, the paper extends the sustainable corporate branding literature by demonstrating how SCBs are co-created through an interactive framing process between the corporation and primary stakeholders, and, secondly, it contributes to the constitutive approach to corporate social responsibility communication (CSRC) research by showing how millennial consumers frame corporate brands that communicate corporations' newly adopted sustainability orientation.

scholarly journals Exploring the relationship between Australian university websites and international student enrolments

2020 ◽  
Vol 34 (10) ◽  
pp. 1527-1557
Author(s):  
Nirma Sadamali Jayawardena ◽  
Mitchell Ross ◽  
Debra Grace
Keyword(s):  
International Student ◽  
Destination Marketing ◽  
Content Type ◽  
Theoretical Contribution ◽  
University Websites ◽  
The University ◽  
Website Content ◽  
The Relationship ◽  
Practical Implications ◽  
Australian Universities

PurposeThis paper focuses on exploring the relationship between Australian university websites and international student enrolments. Few studies have investigated this relationship and, as such, this research addresses some of the existing knowledge gaps.Design/methodology/approachA mono-method qualitative methodology was adopted for this study. Primary data collection was through the website content of selected Australian universities. Six Australian universities were selected; three universities with positive international student enrolments and three universities with negative international student enrolments. The website content of the selected six universities was analysed using the dimensions of the ICTRT framework (Li and Wang, 2011) to evaluate website effectiveness. The study results were based on two analysis levels, an overall thematic analysis (level 1) and an ICTRT framework-based analysis (level 2). The thematic analysis, based on the major themes and concepts, was conducted using Leximancer 4.5.FindingsTwo major findings emerged. First, the websites of universities with positive international student enrolments tend to be more people focused whereas websites from universities with negative international student enrolments tend to be technology or system focused. Second, websites from universities with positive international student enrolments tend to be more visionary or forward focused whereas websites from universities with negative international student enrolments tend to be more backward focused. Additionally, the study findings indicate some important website marketing strategies for Australian universities with negative international student enrolments.Research limitations/implicationsThis study used ICTRT framework to evaluate the websites of Australian universities. Li and Wang (2011) proposed this framework for evaluating websites. Hotel, travel agency and destination marketing organisation websites have been assessed using the ICTRT framework (Li and Wang, 2011; Pai et al., 2014; Sun et al., 2017). This model has not previously been used, however, to evaluate tertiary education websites. This study is among the first to examine the university websites using a theoretical framework employed in destination marketing organisations which is a major theoretical contribution.Practical implicationsThe major findings indicate that the website attributes, which are future focused and people oriented, are necessary for university websites with negative international student enrolments. Similar to university websites with positive international student enrolments, university websites with negative international student enrolments should also provide more contact details of staff members, should be more people oriented and should provide information focused on future students rather than past and current students. These practical implications are useful for administrative bodies in Australian universities for increasing international student enrolments.Originality/valueThis study is among the first to examine the university websites using a theoretical framework used in destination marketing organizations which is a major theoretical contribution. For example, this study has provided an illustrative example of how a research model of destination marketing organizations will be used in the universities or higher education context.

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