Five experiments document that the mere circularity and angularity of a brand logo is powerful enough to affect perceptions of the attributes of a product or company. It is theorized and shown that ...circular- versus angular-logo shapes activate softness and hardness associations, respectively, and these concepts subsequently influence product/company attribute judgments through a resource-demanding imagerygeneration process that utilizes the visuospatial sketchpad component of working memory. There are no logo shape effects on attribute judgments when the visuospatial sketchpad component of working memory is constrained by irrelevant visual imagery, when people have a lower disposition to generate imagery when processing product information, and when the headline of the ad highlights a product attribute that differs from the inference drawn from the logo shape. Further, there are shape effects even when the shape is incidentally exposed beforehand using a priming technique rather than being a part of the logo itself, demonstrating the generalizability of our findings. When taken together, the results have implications for working memory, consumer imagery, and visual marketing.
The authors posit that in an initial exposure to a broadcast video, hearing different voices narrate (in succession) a persuasive message encourages consumers’ attention and processing of the ...message, thereby facilitating persuasion; this is referred to as the voice numerosity effect. Across four studies (plus validation and replication studies)—including two large-scale, real-world data sets (with more than 11,000 crowdfunding videos and over 3.6 million customer transactions, and more than 1,600 video ads) and two controlled experiments (with over 1,800 participants)—the results provide support for the hypothesized effect. The effect (1) has consequential, economic implications in a real-world marketplace, (2) is more pronounced when the message is easier to comprehend, (3) is more pronounced when consumers have the capacity to process the ad message, and (4) is mediated by the favorability of consumers’ cognitive responses. The authors demonstrate the use of machine learning, text mining, and natural language processing to process and analyze unstructured (multimedia) data. Theoretical and marketing implications are discussed.
Pursuing Attainment versus Maintenance Goals YANG, HAIYANG; STAMATOGIANNAKIS, ANTONIOS; CHATTOPADHYAY, AMITAVA
The Journal of consumer research,
06/2015, Letnik:
42, Številka:
1
Journal Article
Recenzirano
This research examines how self-construal (i.e., independent vs. interdependent) and goal type (i.e., attainment vs. maintenance) are conceptually linked and jointly impact consumer behavior. The ...results of five experiments and one field study involving different operationalizations of self-construal and goal pursuit activities suggest that attainment (maintenance) goals can be more motivating for participants with a more independent (interdependent) self-construal and that differences in salient knowledge about pursuing the goals are one potential mechanism underlying this effect. This interaction effect was found within a single culture, between cultures, when self-construal was experimentally manipulated or measured, and when potential confounding factors like regulatory focus were controlled for. The effect was also found to impact consumer behavior in real life—self-construal, as reflected by the number of social ties consumers had, impacted the likelihood that they opted to reduce versus maintain their bodyweight. Further, after setting their goal, consumers who were more independent exhibited more (less) motivation, as measured by the amount of money they put at stake, when their goal was weight reduction (maintenance). These findings shed light on the relationship between self-construal and goal type, and offer insights, to both consumers and managers, on how to increase motivation for goal pursuit.
This paper explores how the dimensions of new products, specifically, the originality and usefulness of the products, influence word-of-mouth (WOM). In four studies, using lab and field setups, we ...find that originality and usefulness have different effects on WOM. We show that consumers spread more WOM about original products, but the valence of what they say depends on the usefulness of the product. Therefore, originality enhances the effect of usefulness such that consumers spread relatively more and more positively valenced WOM about original and useful products compared to less original but equally useful products. Conversely, consumers spread more and more
negatively valenced WOM about original products that are not useful compared to less original products with the same level of low usefulness. The results indicate that product originality should be managed carefully when developing and positioning new products. Although originality increases buzz, it might lead to negatively valenced WOM when the usefulness of the product is perceived to be low.
► Product originality increases amount of word-of-mouth (WOM). ► Originality increases both positively and negatively valenced WOM. ► Product usefulness determines the valence of WOM. ► Usefulness increases amount of WOM when receivers could benefit from learning about the product. ► There is an interaction between originality and usefulness on the valence of WOM.
In an effort to improve creativity in the new product development process, many firms offer incentive programs, creativity training programs, or both. However, creativity continues to be a construct ...that is not well understood in marketing, and little research has examined the joint influence of such initiatives on creative outcomes. As a result, there is considerable variance in the way firms approach these issues. A qualitative study of 20 firms indicates that 15 offered some type of incentive program, whereas only 7 engaged in creativity training (a subset of the firms used both). Given that previous research has consistently found that extrinsic rewards offered in isolation actually undermine the creative process (by reducing intrinsic motivation), it seems that many firms may be unwittingly hampering their own creative efforts. However, two experiments demonstrate that the effect of rewards can be made positive if offered in conjunction with appropriate training. Specifically, product creativity was highest when the monetary reward was paired with a dedicated creative training technique. The training alters the influence of the reward such that it reinforces, rather than undermines, intrinsic motivation. Managers can improve the effectiveness of their creative efforts by leveraging the use of incentives and training in combination.
This study examines the effects of incidental similarity shared between a salesperson and a potential customer. We show that an incidental similarity, such as a shared birthday or birthplace, can ...result in a more favorable attitude and a higher intention to purchase. We argue and find that the need for connectedness underlies its persuasive effects in an interpersonal context. In addition, we show that the valence of the salesperson’s behavior and the possibility of an extended service relationship moderate the process. When the need for connectedness is mitigated, the positive effects of incidental similarity can be lost or even reversed.
The authors investigate the link between the color of a Web page's background screen while the page is downloading and the perceived quickness of the download. They draw on research that supports ...links between color and feelings of relaxation and between feelings of relaxation and time perception. The authors predict that the background screen color influences how quickly a page is perceived to download and that feelings of relaxation mediate this influence. In a series of experiments, they manipulate the hue, value, and chroma dimensions of the color to induce more or less relaxed feeling states. The findings suggest that for each dimension, colors that induce more relaxed feeling states lead to greater perceived quickness. The authors provide triangulating evidence with an alternative manipulation: the number of times subjects wait for a download. As does color, this also leads to variation in levels of relaxation and perceived quickness. A final experiment reveals that color not only affects perceived download quickness but also has consequences for users' evaluations of the Web site and their likelihood of recommending it to others.
This article points to a fundamental inconsistency in the emerging market strategies of multinational firms. On the one hand, they seek billions of new consumers in the emerging markets of China, ...India, Indonesia, and Latin America—on the other, their marketing programs are scarcely adapted for these markets. The result is low market penetration, disappointing market shares and poor profitability. These multinationals are trapped by their own devices in gilded cages, serving the affluent few but ignoring the potential of the billions of new consumers that attracted them in the first place. In this article we propose that, in order to attract billions of new consumers, the marketing programs of multinationals need to be rethought from the ground up. We identify three key factors that characterize emerging markets: (1) low incomes, (2) variability in consumers and infrastructure, and (3) the relative cheapness of labor, which is often substituted for capital. We draw on numerous case studies from around the world to illustrate how to incorporate these realities into marketing programs. We conclude with a discussion of the implications of such an approach for the multinational’s core strategic assumptions.
Competitions are widely used by businesses and nonprofit organizations to enhance customer engagement and foster interactions among consumers. But how can consumers be effectively motivated to ...participate in competitions that are large (vs. small) in size? Five studies involving a variety of competitive contexts show that, holding the objective likelihood of winning and competition prize constant, consumers tend to perceive a lower likelihood of winning and a smaller prize magnitude when the competition is larger in size. These differences in perceived likelihood of winning and perceived magnitude of competition prize can jointly impact consumers' participation in competitive situations (Studies 1a, 1b, and 2). Moreover, presenting information that enhances perceptions of winning likelihoods (Study 3) or prize magnitudes (Study 4) can remedy the negative impact of a larger competition size on participation levels. The studies also show that the underlying roles of perceived likelihood of winning and perceived prize magnitude are distinct from the role of social comparison. Overall, these findings add to consumer psychology theories and offer actionable managerial insights.
Left subclavian artery (LSA) stenosis causing limb length shortening or vascular compromise or significant pulse volume and blood pressure differences between two upper limbs are rarely described in ...pediatric patients. Here, we are presenting three such cases, two of them were congenital and another one acquired in origin. All of them were successfully treated with transcatheter implantation of stent in LSA. Normalization of limb length was detected on follow-up.
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