How memorable experiences influence brand preference

2017 ◽  
Vol 20 (4) ◽  
pp. 394-415 ◽  
Author(s):  
Jens Stach
Keyword(s):  
Classical Conditioning ◽  
Operant Conditioning ◽  
Real Life ◽  
Brand Preference ◽  
Mere Exposure Effect ◽  
Dominant Form ◽  
Content Type ◽  
Exposure Effect ◽  
Conditioning Theory ◽  
User Groups

Purpose This paper aims to illuminate mechanisms through which memorable experiences with brands create lasting preferences. It is based on the proposition that intense positive (negative) affective consumption in the consumer’s youth creates powerful imprints, which influence brand preference (distaste) throughout life. Design/methodology/approach Autobiographical memories with Nutella are retrieved from three different user groups, i.e. heavy-, light- and non-users. The retrieved memory narratives are analysed using conditioning theory, i.e. operant, classical or no conditioning are identified and compared across groups. Findings The research’s central proposition is affirmed, yet the dominant form of conditioning mechanism differs per group. Operant conditioning outperforms classical conditioning in creating strong and lasting preferences. Heavy- and non-users predominantly exhibit in-tensely positive and negative operant conditioning, respectively. Light-users on the other hand recall less affectively intense consumption experiences, mainly featuring classical conditioning. The light-users’ recollections suggest a mere exposure effect to be more appropriate in describing the preference formation in this user group. Research limitations/implications Users not having experienced affectively intense consumption, i.e. light-users, are likely to be influenced in their preference over time through other factors, which this paper does not focus on. Practical implications Memory elicitation and exploration provides valuable insights to shape both promotional as well as advertising strategies. Originality/value The study extends existing theory on conditioning in marketing by first using a novel qualitative approach to analyse conditioning procedures in real-life settings, and second, it highlights operant conditioning’s superior ability in creating lasting preferences.

scholarly journals What makes fashion consumers “click”? Generation of eWoM engagement in social media

2019 ◽  
Vol 31 (2) ◽  
pp. 398-418 ◽  
Author(s):  
Artha Sejati Ananda ◽  
Ángel Hernández-García ◽  
Emiliano Acquila-Natale ◽  
Lucio Lamberti
Keyword(s):  
Social Media ◽  
Current Theory ◽  
Mere Exposure Effect ◽  
Content Type ◽  
Exposure Effect ◽  
Brand Communities ◽  
Fine Grained ◽  
Different Types ◽  
Marketing Actions ◽  
Practical Implications

PurposeThe purpose of this study is to investigate the perceived exposure of fashion consumers to different types of fashion brands’ social media marketing (SMM) actions in social media, and its relationship with the intention to engage in electronic word-of-mouth (eWoM) behaviors.Design/methodology/approachThe empirical study uses a survey conducted on a stratified random sample of 241 Indonesian members of fashion social media brand communities (SMBCs). The research design includes 19 types of SMM actions and 3 types of eWoM engagement behaviors, and investigates their relationship using point-biserial correlation.FindingsGeneration of intention to engage in “pass-on” and “endorsement” eWoM has different drivers and serves different purposes. The findings suggest that endorsement engagement is contingent on the consumer’s perceived exposure to marketing action stimuli, while pass-on engagement is driven by cognitive-inducing actions.Research limitations/implicationsThis study extends current theory on SMM strategy and its relationship with eWoM engagement with a theoretically grounded conceptualization of eWoM engagement behaviors through the use of one-click social plug-ins.Practical implicationsThe study offers guidelines for fashion brands to effectively design their SMM strategies by identifying specific drivers of consumers’ intention to engage in eWoM.Originality/valueThis study identifies sources of generation of eWoM engagement behavioral intention from a fine-grained analysis of marketing actions across various fashion SMBCs. Besides, it extends the applicability of the “mere exposure” effect to the SMM context. The research pioneers the study on fashion consumers’ eWoM engagement behaviors in Indonesia, a country with one of the largest social media populations.

Novel Stimuli are Negative Stimuli: Evidence That Negative Affect is Reduced in the Mere Exposure Effect

2005 ◽  
Vol 100 (2) ◽  
pp. 365-372 ◽  
Author(s):  
Brent M. Robinson ◽  
Lorin J. Elias
Keyword(s):  
Negative Affect ◽  
Classical Conditioning ◽  
Emotional Expression ◽  
Uncertainty Reduction ◽  
Mere Exposure ◽  
Repeated Exposure ◽  
Mere Exposure Effect ◽  
Exposure Effect ◽  
Conditioning Model ◽  
Neutral Expression

Repeated exposure of a nonreinforced stimulus results in an increased preference for that stimulus, the mere exposure effect. The present study repeatedly presented positive, negative, and neutrally affective faces to 48 participants while they made judgments about the emotional expression. Participants then rated the likeability of novel neutrally expressive faces and some of these previously presented faces, this time in their neutral expression. Faces originally presented as happy were rated as the most likeable, followed by faces originally presented as neutral. Negative and novel faces were not rated significantly differently from each other. These findings support the notion that the increase in preference towards repeatedly presented stimuli is the result of the reduction in negative affect, consistent with the modified two-factor uncertainty-reduction model and classical conditioning model of the mere exposure effect.

The Mere Exposure Effect and Recognition Depend on the Way You Look! *S. W. and J. D. contributed equally to this study.

2010 ◽  
Vol 57 (3) ◽  
pp. 185-192 ◽  
Author(s):  
Sylvie Willems ◽  
Jonathan Dedonder ◽  
Martial Van der Linden
Keyword(s):  
Differential Effect ◽  
Recognition Task ◽  
Mere Exposure ◽  
Perceptual Processing ◽  
Processing Strategy ◽  
Mere Exposure Effect ◽  
Exposure Effect ◽  
Processing Strategies ◽  
Explicit Recognition ◽  
Analytic Strategy

In line with Whittlesea and Price (2001) , we investigated whether the memory effect measured with an implicit memory paradigm (mere exposure effect) and an explicit recognition task depended on perceptual processing strategies, regardless of whether the task required intentional retrieval. We found that manipulation intended to prompt functional implicit-explicit dissociation no longer had a differential effect when we induced similar perceptual strategies in both tasks. Indeed, the results showed that prompting a nonanalytic strategy ensured performance above chance on both tasks. Conversely, inducing an analytic strategy drastically decreased both explicit and implicit performance. Furthermore, we noted that the nonanalytic strategy involved less extensive gaze scanning than the analytic strategy and that memory effects under this processing strategy were largely independent of gaze movement.

scholarly journals Characterization of Airborne Bacteria at an Underground Subway Station

2012 ◽  
Vol 78 (6) ◽  
pp. 1917-1929 ◽  
Author(s):  
Marius Dybwad ◽  
Per Einar Granum ◽  
Per Bruheim ◽  
Janet Martha Blatny
Keyword(s):  
Real Life ◽  
Performance Criteria ◽  
Anthropogenic Sources ◽  
Subway Station ◽  
Airborne Bacteria ◽  
Surveillance Systems ◽  
Operational Environment ◽  
Biological Detection ◽  
Content Type ◽  
Subway Stations

ABSTRACTThe reliable detection of airborne biological threat agents depends on several factors, including the performance criteria of the detector and its operational environment. One step in improving the detector's performance is to increase our knowledge of the biological aerosol background in potential operational environments. Subway stations are enclosed public environments, which may be regarded as potential targets for incidents involving biological threat agents. In this study, the airborne bacterial community at a subway station in Norway was characterized (concentration level, diversity, and virulence- and survival-associated properties). In addition, a SASS 3100 high-volume air sampler and a matrix-assisted laser desorption ionization–time of flight mass spectrometry-based isolate screening procedure was used for these studies. The daytime level of airborne bacteria at the station was higher than the nighttime and outdoor levels, and the relative bacterial spore number was higher in outdoor air than at the station. The bacterial content, particle concentration, and size distribution were stable within each environment throughout the study (May to September 2010). The majority of the airborne bacteria belonged to the generaBacillus,Micrococcus, andStaphylococcus, but a total of 37 different genera were identified in the air. These results suggest that anthropogenic sources are major contributors to airborne bacteria at subway stations and that such airborne communities could harbor virulence- and survival-associated properties of potential relevance for biological detection and surveillance, as well as for public health. Our findings also contribute to the development of realistic testing and evaluation schemes for biological detection/surveillance systems by providing information that can be used to mimic real-life operational airborne environments in controlled aerosol test chambers.

Relational governance in outsourcing partnerships

2016 ◽  
Vol 26 (4) ◽  
pp. 435-452 ◽  
Author(s):  
Anuradha Mathrani ◽  
Sanjay Mathrani
Keyword(s):  
Real Life ◽  
Service Level ◽  
Positive Influence ◽  
Control Measures ◽  
Offshore Outsourcing ◽  
Relational Exchange ◽  
Relational Governance ◽  
Content Type ◽  
Governance Practices ◽  
Narrative Storylines

Purpose The paper aims to capture the nuances of two client–supplier relationships to offer new insights on the influences of transactional, knowledge and social elements in outsourcing partnerships. Design/methodology/approach The study has used descriptive case studies with narrative storylines. Interviews were conducted with three relationship managers (boundary gatekeepers) to understand preferred governance practices between clients and suppliers in diverse economic markets. Findings Experiences of three real-life cases engaged in offshore outsourcing have helped to identify the market, operational knowledge and social influences in a relational exchange. Findings reveal that offshore partnerships are first constituted with service-level agreements, which set control measures and layout business expectations from both partners. Boundary gatekeepers bring further accountability across firms by designing social networks for capturing and sharing of knowledge, thereby reducing each partner’s perception of risk. As firms evaluate transactional, knowledge and social elements for building a futuristic relational exchange, more disaggregated and dispersed enterprises evolve as new opportunities are explored in foreign markets. Research limitations/implications The retrospective nature of the client–supplier partnership is a limitation in this research study. However, retrospection adds to experience, and to practice perspectives made in hindsight, and therefore has a positive influence in this study. Originality/value This paper shares real-world experiences that can be used by scholars and practitioners to better understand how relational governance practices operate in a global socio-economic setting.

Research on user needs for mobile information services in Chinese university libraries

2016 ◽  
Vol 34 (4) ◽  
pp. 617-635 ◽  
Author(s):  
Yang Zhao ◽  
Shengli Deng ◽  
Ting Gao ◽  
Ruoxin Zhou
Keyword(s):  
Information Content ◽  
Mobile Services ◽  
Information Services ◽  
User Needs ◽  
University Libraries ◽  
Content Type ◽  
Mobile Information ◽  
User Groups ◽  
Mobile Information Services

Purpose This paper aims to investigate the service demand of existing users and potential users for mobile information services provided by university libraries in China. The primary objective is to explore the impact of user experience on user needs, which is conducted by a comparison between two user groups over their needs from three aspects – service function, service mode and information content. Design/methodology/approach Data were collected from 353 library users from ten Chinese universities via questionnaires. Based on the user needs model, three dimensions of user needs were established for mobile information services and 26 measurement items were generated through a review of the literature. Furthermore, based on frequency analysis, independent samples t-test and the calculation of need rate, the demand differences in mobile information services between existing and potential users were explored. Findings Significant differences existed in the needs for service functions and service modes of mobile information services between existing users and potential users. Existing users cared more about such characteristics as intelligence, personalization and the variety of mobile services. Potential users, in contrast, concerned themselves more with the usability of mobile services and similarity to traditional information services. These two user groups showed little difference in the needs for information content, as they both have strict requirements for specialty, richness in and quality of information resources in mobile network environments. Originality/value Previous research on user needs for mobile libraries services has been primarily conducted from the perspectives of existing users. This study, however, compared the needs of existing and potential users based on their previous experiences, which can help libraries to know better what their users need and improve the quality of mobile information services to meet those needs. This can also make existing users more willing to use the services and cultivate the usage habits of potential users at the same time.

Kenneth Fisher’s heuristics

2016 ◽  
Vol 8 (2) ◽  
pp. 130-148
Author(s):  
Carlo Massironi ◽  
Giusy Chesini
Keyword(s):  
Decision Making ◽  
Conceptual Analysis ◽  
Investment Decision ◽  
Real Life ◽  
Human Action ◽  
Theory Of Knowledge ◽  
Constructivist Theory ◽  
Individual Investors ◽  
Content Type ◽  
Radical Constructivist

Purpose The authors are interested in building descriptive – real life – models of successful investors’ investment reasoning and decision-making. Models designed to be useful for trying to replicate and evolve their reasoning and decision-making. The purpose of this paper, a case study, is to take the substantial material – on innovating the investing tools – published in four books (2006/2012, 2010, 2011, 2015) by a US stock investor named Kenneth Fisher (CEO of Fisher Investments, Woodside, California) and sketch Fisher’s investment innovating reasoning model. Design/methodology/approach To sketch Fisher’s investment innovating reasoning model, the authors used the Radical constructivist theory of knowledge, a framework for analyzing human action and reasoning called Symbolic interactionism and a qualitative analytic technique called Conceptual analysis. The authors have done qualitative research applied to the study of investment decision-making of a single professional investor. Findings In the paper, the authors analyzed and described the heuristics used by Fisher to build subsequent generations of investing tools (called by Fisher “Capital Markets Technology”) to try to make better forecasts to beat the stock market. The authors were interested in studying the evolutive dimensions of the tools to make forecasts of a successful investor: the “how to build it” and “how to evolve it” dimension. Originality/value The paper offers an account of Kenneth Fisher’s framework to reason the innovation of investing tools. The authors believe that this paper could be of interest to professional money managers and to all those who are involved in the study and development of the tools of investing. This work is also an example of the use of the Radical constructivist theory of knowledge, the Symbolic interactionist framework and the Conceptual analysis to build descriptive models of investment reasoning of individual investors, models designed to enable the reproduction/approximation of the conceptual operations of the investor.

scholarly journals When twice is better than once: increased liking of repeated items influences memory in younger and older adults

2021 ◽  
Vol 9 (1) ◽  
Author(s):  
Rocco Palumbo ◽  
Alberto Di Domenico ◽  
Beth Fairfield ◽  
Nicola Mammarella
Keyword(s):  
Older Adults ◽  
Recognition Memory ◽  
Memory Task ◽  
Memory Encoding ◽  
Mere Exposure Effect ◽  
Differential Impact ◽  
Younger Adults ◽  
Repeated Presentation ◽  
Exposure Effect ◽  
Better Than

Abstract Background Numerous studies have reported that the repeated presentation of a stimulus leads to an increase in positive affect towards the stimulus itself (the so-called mere exposure effect). Here, we evaluate whether changes in liking due to repetition may have a differential impact on subsequent memories in younger and older adults. Method In two experiments, younger and older adults were asked to rate a series of nonwords (Experiment 1) or unfamiliar neutral faces (Experiment 2) in terms of how much they like them and then presented with a surprise yes–no recognition memory task. At study, items were repeated either consecutively (massed presentation) or with a lag of 6 intervening items (spaced presentation). Results In both experiments, participants rated spaced repeated items more positively than massed items, i.e. they liked them most. Moreover, older adults remembered spaced stimuli that they liked most better than younger adults. Conclusions The findings are discussed in accordance with the mechanisms underlying positivity effects in memory and the effect of repetition on memory encoding.

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