Shy or sociable : introversion/extraversion and message recall

textPersonality research has long been an area of interest in the study of consumer behavior. Currently, common practice is to segment prospective audiences by demographic variables (age, gender, and race) instead of psychographics (values, attitudes, personality). In this research, the author investigates the relationship between personality type (introversion/extraversion) and message recall. Using 122 undergraduate and graduate students, recall was examined across two forms of stimulus (incongruent and congruent messages). Results indicated that while there is no relationship between personality type and message recall, there is a relationship between the frequency of advertising messaging and recall. Results are discussed individually by messaging frequency and personality type with further suggestions for future research.Advertisin

The effect of digital signage on shoppers' behavior: the role of the evoked experience

This paper investigates the role of digital signage as experience provider in retail spaces. The findings of a survey-based field experiment demonstrate that digital signage content high on sensory cues evokes affective experience and strengthens customers’ experiential processing route. In contrast, digital signage messages high on “features and benefits” information evoke intellectual experience and strengthen customers’ deliberative processing route. The affective experience is more strongly associated with the attitude towards the ad and the approach behavior towards the advertiser than the intellectual experience. The effect of an ad high on sensory cues on shoppers’ approach to the advertiser is stronger for first-time shoppers, and therefore important in generating loyalty. The findings indicate that the design of brand-related informational cues broadcast over digital in-store monitors affects shoppers’ information processing. The cues evoke sensory and affective experiences and trigger deliberative processes that lead to attitude construction and finally elicit approach behavior towards the advertisers

Measurement in marketing

We distinguish three senses of the concept of measurement (measurement as the selection of observable indicators of theoretical concepts, measurement as the collection of data from respondents, and measurement as the formulation of measurement models linking observable indicators to latent factors representing the theoretical concepts), and we review important issues related to measurement in each of these senses. With regard to measurement in the first sense, we distinguish the steps of construct definition and item generation, and we review scale development efforts reported in three major marketing journals since 2000 to illustrate these steps and derive practical guidelines. With regard to measurement in the second sense, we look at the survey process from the respondent's perspective and discuss the goals that may guide participants' behavior during a survey, the cognitive resources that respondents devote to answering survey questions, and the problems that may occur at the various steps of the survey process. Finally, with regard to measurement in the third sense, we cover both reflective and formative measurement models, and we explain how researchers can assess the quality of measurement in both types of measurement models and how they can ascertain the comparability of measurements across different populations of respondents or conditions of measurement. We also provide a detailed empirical example of measurement analysis for reflective measurement models

Sustainability in design: now! Challenges and opportunities for design research, education and practice in the XXI century

Copyright @ 2010 Greenleaf PublicationsLeNS project funded by the Asia Link Programme, EuropeAid, European Commission

Acting on behalf of the concept

This paper discusses how drama process and techniques are providing alternative approaches to product concept generation. An investigation that used drama techniques for concept generation sessions observed that there appears to be an implicit response among designers to investigate functionality before, or instead of form. However, it was proposed that through practice the approach of ‘concept-acting’ would provide support for the designer’s kinaesthetic needs for touch, feel and positional experience. It was also observed that whilst an increasing number of people in the US are actively embracing this type of approach, through a variety of techniques, UK designers appear somewhat more sceptical of the value of drama to their design processes

Information-Driven Housing

This paper suggests a new information-driven framework is needed to help consumers evaluate the sustainability of their housing options. The paper provides an outline of this new framework and how it would work

Feeling Happier When Paying More: Dysfunctional Counterfactual Thinking in Consumer Affect

In this research the authors examine whether counterfactual thinking, the process of imagining alternatives to reality, can have a detrimental impact on consumers’ feelings. Five studies examine the dysfunctional role of counterfactual thinking in the presence of Minimum Purchase Requirement conditional message framing (“X% off all purchases if you spend at least $Y”), and its affective consequences. Results show that the presence or absence of the minimum amount restriction (Studies 1A and 1B), success or failure to meet the restriction (Studies 2A and 2B), and perceived closeness (i.e., outcome proximity) to success or failure in meeting the restriction (Study 3), drastically influence consumer affect to the extent that participants receiving an inferior deal exhibited higher satisfaction than those receiving a superior deal. It is suggested that such promotion-induced counterfactual thinking polarizes consumer satisfaction, which may impede consumers from arriving at optimal conclusions. © 2010 Wiley Periodicals, In