scholarly journals The Triggering Mechanism of Short Video Customer Inspiration – Qualitative Analysis Based on the Repertory Grid Technique

2021 ◽  
Vol 12 ◽  
Author(s):  
Peng Gao ◽  
Heng Jiang ◽  
Ying Xie ◽  
Yu Cheng
Keyword(s):  
Emotional Content ◽  
Path Model ◽  
Informational Content ◽  
Grid Data ◽  
Triggering Mechanism ◽  
Personal Involvement ◽  
Short Video ◽  
Internal Mechanism ◽  
Grid Technique ◽  
Content Characteristics

It is believed that stimulating the inspiration of short video consumers might be an effective way to attract and maintain the attention of consumers so that they are willing to respond positively to short video ads. Therefore, in order to explore the source of customer inspiration in short video and its cognitive psychological process, the text and grid data collected from an interview among 25 short video users have been qualitatively analyzed by Kelly Grid Technology in order to construct the formation path model of short video customer inspiration, and find out its source, triggering mechanism, and influencing factors. It is found that the inspiring informational content characteristics include richness, reliability, vividness, and fluency of emotional content characteristics, fun, novelty, and narrative. However, the characteristics of commercial content in short video ads hinder the inspiration of consumers. The study also reveals that an internal mechanism of inspiration stimulation is built on some cognitive processes (i.e., presence, processing fluency, perceived innovation, perceived convenience) generated by informational content, and emotional responses by emotional content (i.e., curiosity, surprise, enjoyment, etc.). In addition, it is shown that personal involvement enhances the relationship between the inspiring content characteristics and consumer inspiration. As a result, customer inspiration and engagement in short video ads are highly enriched. Findings provide implications for short video platforms and online marketers.

scholarly journals The Impact of Informational and Emotional Television Ad Content on Online Search and Sales

2020 ◽  
pp. 002224372096250
Author(s):  
Ivan A. Guitart ◽  
Stefan Stremersch
Keyword(s):  
Emotional Content ◽  
High Price ◽  
Informational Content ◽  
Online Search ◽  
High Quality ◽  
Emotional Appeals ◽  
The Impact

This article documents how informational and emotional appeals in more than 2,000 television ads for 144 car models, aired over four years, influence online search and sales. Increasing the emotional content of ads leads to increases in online search, but increasing the informational content does not. Both informational and emotional content positively influence sales. However, increases in informational content lead to more incremental sales for low-price and low-quality cars than for high-price and high-quality cars. In turn, increases in emotional content generate more incremental sales for high-price cars than for low-price cars. Analyses of the results suggest that managers of high-price and high-quality cars should prioritize emotional rather than informational content in ads. However, managers of low-price and low-quality cars should emphasize emotional content if their objective is to increase online search and informational content if their objective is to increase sales.

Self-Concept in Dyslexic School Children

1991 ◽  
Vol 8 (2) ◽  
pp. 29-33
Author(s):  
Rae Paterson ◽  
Ann D. Knowles
Keyword(s):  
The Self ◽  
Personal Construct ◽  
Personal Construct Theory ◽  
Ideal Self ◽  
Grid Data ◽  
Dyslexic Group ◽  
Construct Theory ◽  
Grid Technique ◽  
The Ideal ◽  
Dyslexic Students

ABSTRACTPersonal construct theory and the repertory grid technique were used to investigate the self-concepts of 30 dyslexic and 30 non-dyslexic children aged between 9 and 16 years. It was predicted that he self-concepts of the dyslexic students would be more negative than the self-concepts of the non-dyslexic students and that there would be a greater discrepancy between the self-constructions and the ideal self-constructions of he dyslexic group than of the non-dyslexic group. Results indicated hat the dyslexic students ranked themselves as significantly worse at reading and significantly less important than did the non-dyslexic students. The dyslexic children also exhibited significantly greater discrepancy between their ideal self and actualself. A cluster analysis of the grid data indicated that the dyslexic students perceived the constructs ‘Hardworking’, ‘Clever’ and ‘Good at Reading’ as similar, while no such connection was made by the non-dyslexic group.

Bidirectional Associations Between Self-Perceptions of Aging and Processing Speed Across 3 Years

GeroPsych ◽  
2017 ◽  
Vol 30 (2) ◽  
pp. 49-59 ◽  
Author(s):  
Anna L. Seidler ◽  
Julia K. Wolff
Keyword(s):  
Processing Speed ◽  
Personal Growth ◽  
Significant Loss ◽  
Path Model ◽  
Outcome Variable ◽  
Beneficial Effects ◽  
Self Perceptions ◽  
Chi Squared ◽  
Perceptions Of Aging ◽  
Bidirectional Associations

Abstract. Background: Previous studies point to a potential relationship between self-perceptions of aging (SPA) and cognitive performance. However, most of these studies are limited by their experimental design. Previous longitudinal studies looked solely at memory as an outcome variable without examining the directionality of effects. The present study examines the direction of effects between two domains of SPA (personal growth and physical losses) and processing speed (PS). Methods: The sample consists of 8,198 participants of the German Ageing Survey (DEAS), aged between 40 and 93 years. A cross-lagged path model was estimated to examine directions of relationships across 3 years via chi-squared difference tests for each domain of SPA. Results: In the unconstrained models, the effect of SPA domain personal growth in 2008 on PS in 2011 and vice versa were marginally significant. For SPA domain physical losses, the effect of SPA on PS was significant, whereas the other direction of the effect did not reach significance. However, the cross-lagged paths of both domains of SPA on PS and vice versa could be set equal without a significant loss of model fit. The resulting associations indicate a significant bidirectional relationship between both domains of SPA and PS. Discussion and conclusion: This study provides initial evidence that SPA can influence trajectories of cognitive decline and vice versa. The results emphasize the detrimental and beneficial effects that stereotypes can have on individuals and add further evidence to the theory of stereotype embodiment.

Viewing music videos: Emotion and viewer interpretation

2002 ◽  
Vol 14 (2) ◽  
pp. 69-79 ◽  
Author(s):  
Joan M. Preston ◽  
Michael Eden
Keyword(s):  
University Students ◽  
Emotional Content ◽  
Music Videos ◽  
Music Video ◽  
Mediating Factors ◽  
Comparative Media

Abstract. Music video (MV) content is frequently measured using researcher descriptions. This study examines subjective or viewers’ notions of sex and violence. 168 university students watched 9 mainstream MVs. Incidence counts of sex and violence involve more mediating factors than ratings. High incidents are associated with older viewers, higher scores for Expressivity, lower scores for Instrumentality, and with video orders beginning with high sex and violence. Ratings of sex and violence are associated with older viewers and lower scores for Instrumentality. For sex MVs, inexperienced viewers reported higher incidents and ratings. Because MVs tend to be sexier but less violent than TV and film, viewers may also use comparative media standards to evaluate emotional content MVs.

Passive Facebook Use and Depression

2020 ◽  
Vol 32 (4) ◽  
pp. 165-175 ◽  
Author(s):  
Leman Pınar Tosun ◽  
Ezgi Kaşdarma
Keyword(s):  
Social Comparisons ◽  
Path Model ◽  
The Other ◽  
Facebook Use ◽  
Psychological Mechanism ◽  
Model Fits

Abstract. In the current study we examined a psychological mechanism linking Facebook use to depression. A survey was conducted with 319 undergraduates about their passive Facebook use, their frequency of making upward social comparisons on Facebook, the emotions evoked through these comparisons, and their levels of depression. Half of the participants were given questions about the Facebook comparisons they made with their close friends, while the other half were given questions about the Facebook comparisons they made with acquaintances. Analysis of the whole sample revealed that upward Facebook comparison elicited assimilative emotions (inspiration, optimism, and admiration) more than contrastive emotions did (envy and resentment). A path model was developed in which passive use of Facebook predicted the frequency of making upward social comparisons, and, in turn, the frequency of making upward Facebook comparisons predicted depression through two routes: one through contrastive emotions and other through assimilative emotions. The results suggested that the model fits the data. As expected, the frequency of upward Facebook comparisons was associated with the increases in frequency of both contrastive and assimilative emotions, and the associations of these two types of emotions with depression were in opposite directions: Depression increased as the frequency of contrastive emotions increased, and it decreased as the frequency of assimilative emotions increased. The strength of the latter aforementioned association was stronger when the comparison targets were acquaintances rather than close friends.

Feeling Bad and Doing Good

2020 ◽  
Vol 51 (1) ◽  
pp. 35-49 ◽  
Author(s):  
Shoko Watanabe ◽  
Sean M. Laurent
Keyword(s):  
Third Party ◽  
Personal Involvement ◽  
Systematic Examination

Abstract. Previous forgiveness research has mostly focused on victims’ forgiveness of transgressors, and offenders’ post-transgression efforts intended to promote victim forgiveness have been collectively branded as apology. However, decisions concerning forgiveness frequently occur outside of dyadic contexts, and the unique roles of repentance and atonement in determining forgivability of offenders, despite their preeminence in theology and law, have received little empirical attention. Across five experiments ( N = 938), we show that repentance and atonement independently influence third-party perception of forgivability for a variety of harms, even in disinterested contexts. Our findings provide a systematic examination of decisions about forgivability disentangled from direct personal involvement, demonstrating that components of apology known to facilitate forgiveness in victims also increase perceived forgivability from unharmed observers.

How You Rehearse Your Memories Can Affect Their Emotional Content

2003 ◽  
Author(s):  
W. Richard Walker ◽  
John J. Skowronski ◽  
Jeffrey A. Gibbons ◽  
Rodney J. Vogl
Keyword(s):  
Emotional Content

The Effect of Time of Message on the Emotional Content of Word-of-Mouth

2014 ◽  
Author(s):  
Cansu Sogut ◽  
Barbara Bickart ◽  
Frederic Brunel
Keyword(s):  
Word Of Mouth ◽  
Emotional Content
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