477 research outputs found
THE MALLEABILITY OF CONSUMER BEHAVIOR - EXPERIMENTAL STUDIES OF PRESENTATION FORMATS ON CONSUMER CHOICE AND PERCEPTION
Ph.DDOCTOR OF PHILOSOPH
Effects of Animation on Attentional Resources of Online Consumers
Websites commonly use animation to capture the attentional resources of online consumers. While prior research has focused on the effects of animation on animated banner ads, limited research has examined the effects of animation on other items on the same webpage. Drawing from psychological theories that the amount of an individualâs attentional resources may vary under different conditions, this study focuses on the effects of animation on how individuals allocate attentional resources to both the animated item and the remaining non-animated items. We conducted an eye-tracking experiment to follow online consumersâ visual attention while they performed two types of online shopping tasks: browsing and searching tasks. The results showed that a product item that used animation led to increased visual attention to all items on a webpage, which suggests that the amount of attentional resources increases when a webpage includes animation. Meanwhile, animation influenced how individuals allocate their attentional resources such that it increased visual attention on the animated item at the expense of attention on nonanimated items on the same webpage. In addition, the type of shopping task moderated animationâs effect on how individuals allocate their attentional resources. Specifically, animationâs effect on attracting attentional resources to the animated item was stronger when online consumers browsed than when they searched for a specific target item. We discuss the theoretical and practical implications of our findings
The Impact of Animated Banner Ads on Online Consumers: A Feature-Level Analysis Using Eye Tracking
Despite the popular use of animated banner ads on websites, extant research on the effects of web animation has generated mixed results. We argue that it is critical to identify feature-level animation characteristics and examine their individual and combined effects on capturing online consumersâ attention across different task conditions. We identify three key animation features (i.e., motion, lagging, and looming) based on three attention theories and investigate their effects on online consumersâ attention and recall across browsing and searching tasks in three laboratory experiments using an eye tracking machine. Experiment 1 found that both motion and looming (animation features) are effective in attracting online consumersâ attention to animated ads when they are performing a browsing task. However, combining a salient feature (e.g., motion) with another salient feature (e.g., looming) does not improve the original attention attraction effect, suggesting a âbanner saturationâ effect. Further, we found that online consumersâ attention positively affects their recall performance. In Experiment 2, none of the animation features or their interactions had a significant effect when the subjects were performing a searching task, indicating that task is an important boundary condition when applying attention theories. Experiment 3 replicated Experiment 1 in a more realistic context and produced similar results. We conclude the paper by discussing theoretical and practical implications as well as avenues for future research
The Advertising Effectiveness Of Anthropomorphic Spokes Characters Versus Spokespeople In A Collaborative Consumption Service
This thesis explores the comparison of the advertising effectiveness of an anthropomorphic spokes character versus a spokesperson in a collaborative consumption service. Understanding the relationship between spokes characters and spokespersons in advertising as well as the effect this relationship has in a collaborative consumption service setting is of great relevance in marketing. In addition to ad processing outcomes such as attitude towards the ad (A!") attitude towards the brand (A#), attitude towards the spokes characters/person (A), Behavioral/purchase intentions (P)), a recently developed Process Fluency scale, is used. Three pretests were conducted in order to develop a final experimental design. Multiple hypotheses are tested through a 1 (home sharing) x 2 (spokesperson versus anthropomorphic spoke character) factorial between-subjects experimental design. The stimuli used was created by the author promoting the services of a new home sharing brand Ădventyr. To test the hypotheses, independent sample t-tests were used comparing the means of the experimental stimuli treatments. Results were mixed with most hypotheses being unsupported. The results contrast extant research on anthropomorphic spokes characters showing that surprisingly, respondents generally responded more negatively to the anthropomorphic spokes character compared to the spokesperson. Results show, decreasing advertising effectiveness of the ad featuring the spokes character. There are strong implications for future researchers and marketers
Towards a Video Consumer Leaning Spectrum: A Medium-Centric Approach
Purpose: As TV and digital video converge, there is a need to compare advertising effectiveness, advertising receptivity, and video consumption drivers in this new context. Considering the emerging viewing practices and underlying theories, this study examines the feasibility of the traditional notion of differentiating between lean-back (LB) and lean-forward (LF) media, and proposes a revised approach of addressing video consumption processes and associated advertising effectiveness implications.
Methodology: An extensive, systematic literature review examines a total of 715 sources regarding current lean-back/lean-forward media research and alternative approaches as by (1) basic terminologies, (2) limitations of lean-back/lean-forward situations, (3) advertising effectiveness implications, (4) video-specific approaches.
Findings/Contribution: Key differences between lean-back and lean-forward video consumption are presented. A conceptual integration of video ad receptivity/effectiveness drivers is proposed to guide future media and marketing research and practice. Video consumption today is no longer lean-back or lean-forward, but a âleaning spectrumâ with two dimensions: leaning direction and leaning degree. Designing video content today requires focusing on consumption drivers and platform synergies for owning the âleaning spectrumâ
Can Online Wait Be Managed? The Effect of Filler Interfaces and Presentation Modes on Perceived Waiting Time Online
This is the published version. Copyright 2012 MIS Quarterly.Long waits online undermine usersâ evaluations of Web sites and their providers, triggering abandonment behaviors. Yet e-business researchers and practitioners have not perfected mechanisms to respond to online wait issues. A filler interface that runs during the wait for search results may influence online usersâ perceived waiting time (PWT); however, no scientific investigation has attempted to design effective filler interfaces for managing online waits. By adopting resource allocation theory, cognitive absorption theory, and human computer interaction (HCI) theories (competition for attention, visual search, and motion effect), we design diverse filler interfaces and investigate their effects on antecedents of PWT. The proposed research model considers cognitive absorption factors such as temporal dissociation, focused immersion, and heightened enjoyment as antecedents of PWT, which in turn triggers three outcomes: affective appraisals, cognitive appraisals, and Web site use intention. A multistage, multimethod approach is used to test the research hypotheses. In the first stage, we compare a filler interface condition with a no-filler interface condition, and find the superiority of a filler interface with respect to inducing focused immersion and temporal dissociation. In the second stage, we conduct two controlled experiments to examine whether filler interfaces with various designs (varying the presence and relevance of image, text, and image motion) distinctly influence antecedents of PWT and confirm their distinctive effects on focused immersion, temporal dissociation, and heightened enjoyment. In addition, by conducting a structural equation modeling analysis, we find that our research model explains 51 percent, 51 percent, 44 percent, and 45 percent of the variance in PWT, affective appraisals, cognitive appraisals, and Web site use intention respectively. Theoretical and practical implications of these findings are provided
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Modelling 3D product visualisation for the online retailer
This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.This research aims to explain the process that previous researchers have discussed
concerning the consumer virtual experience, using three-dimensional (3D) product
visualisations, within online retailers. In addition, this research aims to identify the
main advantages of using 3D product visualisation in comparison to two-dimensional (2D) static pictures within online retailers. Moreover, using the online Stimulus-Organism-Responses (S-O-R) paradigm, this research aims to model the effect of 3D product visualisation on consumersâ perception and responses towards the online retailer environment. Given that the appearance of the notion of telepresence or presence and their implications on the online retailer, many scholars attempt to build and develop models that can suit these notions online. However, this thesis argues that the notion of 3D telepresence is not the proper terminology to be used within the
online retail context and therefore, this research raises the following question âhow do consumers perceive 3D product virtualisation (telepresence) compared with 3D product authenticity on online retailersâ websites?â
The effects of 3D product visualisation and 2D static pictures have been raised during
the past decade to determine which is better for the online consumers. Marketers and
information system scholars started wondering about the best device that can generate hedonic and utilitarian values for the consumers. To investigate the main impact of 3D product visualisation and 2D static pictures on hedonic and utilitarian values, this research raises the following questions: How do consumers perceive 3D hedonic values compared with 2D hedonic values on online retailersâ website? How do consumers perceive 3D product visualisation
utilitarian values compared with 2D utilitarian values on online retailersâ website?
This thesis, based on the previous literature in interactivity and vividness, narrowed down the 3D authenticity antecedents to the control and animated colour constructs. Moreover, to determine the effect of the progressive levels of control and animated colour constructs on the 3D authenticity construct, it raises the following research question: How do different levels of 3D control and animated colours influence 3D authenticity?
To determine the effects of the progressive levels of 3D hedonic and utilitarian values
on behavioural intention construct, this thesis raises the following research question: How do different levels of 3D hedonic and utilitarian levels influence behavioural intentions?
Based on the online S-O-R framework, previous studies investigate the impact of the whole website e-retail environment (many stimuli) on consumersâ responses. Yet, this
is the first study that is using one stimulus, namely 3D laptop product visualisation to investigate its impacts on consumersâ perceptions and responses using the online S-OR paradigm. Therefore, this thesis raises the following research question: How do control, animated colours, 3D authenticity, hedonic and utilitarian values affect consumersâ behavioural intention?
The results reveal significant differences between 3D telepresence and 3D
authenticity constructs. 3D telepresence involves an illusion or a sense of being
transported to another place, whereas 3D authenticity refers to the ability to imagine a virtual object as real. The 3D authenticity construct is more significant in simulating an online retailerâs products. The proposed online S-O-R conceptual model achieves acceptable fit and the hypothesised paths are all valid.
This research adds to the marketing literature the notion of 3D authenticity and
contributes a valid scale to measure that new variable. Moreover, it is the first study
that connects and uses the antecedents of 3D authenticity (S), control and animated
colours, to investigate their impact on 3D authenticity, hedonic and utilitarian values
(O), and the impact of the Organism constructs (O) on behavioural intention (R).
Furthermore, the final framework considers the first framework that has studied the
impact of one stimulus using the online S-O-R framework on an electronic retailer
website environment. Indeed, to the best of the researcherâs knowledge, this is the
first study that uses a UK sample to investigate the effects of an authentic 3D product visualisation in an electronic e-retailing industry (i.e., laptops).The University of Jorda
Is digital advertising effective under conditions of low attention? : the impact of low attention processing on consumer brand consideration and choice : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Marketing at Massey University, Palmerston North, New Zealand
A crucial task for digital advertising is to influence choice despite consumers' lack of attention. Although lack of attention can reduce advertising effectiveness, recent research suggests that incidental exposure to ads while accessing digital content can lead to some outcome for the exposed ads. This evidence prompts four critical questions: (1) is digital advertising effective if processed at low attention; (2) can low attention processing increase brand consideration and choice; (3) what specific brand/product characteristics embedded in the ads are likely to influence the effect; and (4) what measures are appropriate to capture the low attention effects.
To address the questions, three experimental studies (n = 1,423) were conducted in laboratory and online settings. The research manipulates two conditions for low attention processing, namely divided attention and incidental attention. The results show that, at least in the Twitter environment, advertising is effective even under conditions of low attention. Although focused attention still drives the greatest impact, low attention significantly increases the likelihood of target brands being included in the brand consideration and selected as preferred brand choice more than âno exposureâ. The low attention effects were obtained without subsequent correct respondent recognition. This shows that brand consideration and choice measures were capable of capturing the low attention effects that the recognition measure failed to do. However, the results for source factors â factors that can moderate the effect of stimuli on the outcome â are more nuanced. Brand familiarity, utilitarian/hedonic products, rational/emotional appeals, and (mis)matching between appeals and brands affect the results in some unexpected ways when they interact with low attention.
The thesis makes substantive contributions to the application of attention theory in advertising research, testing methodology for ads that are not actively processed, and design of advertising that can work at low attention. The findings are particularly relevant to address current phenomena such as multitasking, multiscreening, and ad avoidance behaviour. Unless advertisers understand how to make advertising work at low attention, the practice of bombarding consumers with attention-grabbing ads will continue to rise, and ad avoidance will accelerate, which in turn, will put advertising at a greater risk of being wasted
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