When Do Entertaining Promotions Trigger Caution?

We propose that promotional efforts that attempt to entertain shoppers (e.g., "instant-win" games) can make deals less attractive for some consumers. In particular, such promotions can activate persuasion knowledge, triggering a cautious outlook and skepticism about the accompanying deal-but only for consumers who have a strong need to preserve their sense of self determination. Consistent with this persuasion knowledge conceptualization, we find in three studies that consumers who do not have strong needs for self determination find entertaining promotions more attractive than those who have strong needs, and that this difference disappears when all are prompted to adopt a cautious mindset

Cross-Cultural Studies Into Gambling Consumption Behavior: Eyeing Eye-Tracking Measures

“Every man's ability may be strengthened or increased by culture”—John Abbot (Textappeal, 2017). While data aggregated from gambling operators have shown cross-cultural differences in the behavior of their customers (CasinoBeats, 2020), in recent years research into gambling consumption has been strengthened and enriched by studies uncovering the roles of culture in shaping gambling relevant phenomena (Oei et al., 2019). These studies were commonly based on data collected through survey questionnaires (e.g., Rinker et al., 2016; Calado et al., 2020) or interviews (e.g., Radermacher et al., 2016; Egerer and Marionneau, 2019). In the present opinion paper, it is argued that eye-tracking measurements should also be adopted in cross-cultural gambling research, particularly given the systematic differences in visual attentional patterns that potentially exist among gambling product consumers from different cultures

Leftward or rightward: does matching horizontal stimulus movement with habitual reading direction improve evaluations?

People frequently encounter alphanumeric stimuli that move across the field of vision horizontally. This research examines whether the direction of motion - leftward or rightward - affects processing and evaluations of such stimuli

Attitudes shaped by eye movements : the reading direction effect /

Consumers frequently encounter alphanumeric stimuli that move across their fields of vision horizontally. This research examines whether the direction of motion—leftward or rightward—affects processing and evaluations of such stimuli. The findings demonstrate that when stimulus movement direction coincided rather than conflicted with the viewer’s habitual reading direction, evaluations of the stimulus were more positive (study 1). Further, this directional effect was driven by motor fluency rather than conceptual fluency (study 2), and its processes involved activation of reading knowledge (study 3)

Digital tourist: variables that define their purchasing behaviour

Como consecuencia del desarrollo de las TIC, se observan cambios en el comportamiento del turista. La investigación de estos cambios es determinante para una gestión eficaz de los productos turísticos. Este estudio se enfoca en validar un modelo conceptual que describe el comportamiento de compra del turista digital. Se sigue una metodología con un enfoque exploratorio donde se combinan métodos del nivel teórico y empírico. Esto implica el empleo del análisis-síntesis, inducción-deducción, el criterio de expertos, un panel de consumidores online y el caso de estudio: Hotel Iberostar Grand Packard, Habana, Cuba. Para la interpretación de los datos se emplea la estadística descriptiva e inferencial. Como resultado principal de esta investigación se demuestra la validez de contenido, validez de constructo y validez de criterio de las variables primarias y secundarias que describen el modelo propuesto. Este tiene su base en la Teoría de la Acción Racional (TRA), el Modelo de Caja Negra de Kotler y el Modelo de Aceptación de la Tecnología (TAM). El modelo propuesto permite conocer los estilos de vida digital que predominan en los turistas y cómo estos influyen en distintos tipos de comportamientos. Fue posible arribar a conclusiones respecto a cuáles son los medios decisivos durante las fases del proceso de compra del turista. La investigación permite comparar los medios más influyentes en la decisión de compra. Esto posibilita el cálculo de los costos de oportunidad de no seleccionar la estrategia de comunicación óptima.The development of ICTs has led to changes in tourist behaviour. The investigation of these changes is fundamental for an effective management of tourism products. Therefore, this study focuses on validating a conceptual model that describes the purchasing behaviour of the digital tourist. The methodology is based on an exploratory approach, combining theoretical and empirical methods. This implies the use of analysis-synthesis, induction-deduction, the judgment of experts, an online consumer panel and a case study: Hotel Iberostar Grand Packard, Havana, Cuba. Descriptive and inferential statistics are used to interpret the data. The main result of this research is the content validity, construct validity and criterion validity of the primary and secondary variables that describe the proposed model. These are based on the Theory of Rational Action (TRA), Kotler’s Black Box Model and the Technology Acceptance Model (TAM). The proposed model allows us to identify the predominant digital lifestyles of tourists and how they influence different types of behaviour. We have been able to draw conclusions regarding the identification of the decisive means during the phases of the tourist purchase process. Our research enables a comparison to be made of the most influential means in the purchase decision with the budget allocated to the different types of communication. This makes it possible to calculate the opportunity costs of not selecting the optimal communication strategy

Embodied gentleness effect the influence of hand movements on food preferences /

Imagine that you have just finished some hand grip exercises, or you have just finished putting together a puzzle. You find some grapes and apples on the kitchen table. Which fruit would you choose to eat? These scenarios depict a common consumption phenomenon where consumers engage in certain hand movements prior to making seemingly unrelated food decisions. Hands are one of the most frequently used body parts in consumers’ daily life so it is not surprising that consumer judgments and decisions can be shaped by hand sensations and movements (e.g., Elder and Krishna 2012; Hung and Labroo 2011; Krishna 2006; Krishna, Elder, and Caldara 2010; Krishna and Morrin 2008; Lee and Schwarz 2010; Peck and Shu 2009; Peck and Wiggins 2006; Xu, Zwick, and Schwarz 2012). This paper contributes to this realm of research by examining the influence of incidental hand movements on consumer food preferences. Specifically, we focus on how hand movement gentleness could shape consumer attitudes toward foo

Culture, education and cognition : a review and discussion of Chinese versus American cognitive styles

We propose that differences in the education practices prevalent in China and America are an important source of cognitive differentiation, and suggest that future research could benefit from greater exploration of 'experienced educational style'. Drawing on the literature in developmental psychology, we present an integrated model of cognitive development that appreciates both the influence of the individual's maturation process and the influence of society, as manifested particularly within the educational system. An important implication of the model is that school systems provide a natural arena for studying cross-cultural differences in cognition. We then present a comparative analysis of Chinese and North American school systems, focusing on three key elements: memorization versus abstraction as a key learning strategy, centralized/authoritarian versus decentralized/participatory classroom structures, and emphasis on mathematical versus verbal skills. We map these differences in school practices onto reported differences in Chinese and American thinking and decision styles including the use of holistic versus analytic reasoning, the tendency for information elaboration, and the assessment of risk. We draw implications of our analysis for cross-cultural differences in consumer behavior

Transitory determinants of values and decisions : the utility (or nonutility) of individualism and collectivism in understanding cultural differences

The determinants and effects of cultural differences in the values described by individualism-collectivism were examined in a series of four experiments. Confirmatory factor analyses of a traditional measure of this construct yielded five independent factors rather than a bi-polar structure. Moreover, differences between Hong Kong Chinese and European Americans in the values defined by these factors did not consistently coincide with traditional assumptions about the collectivistic vs. individualistic orientations. Observed differences in values were often increased when situational primes were used to activate 1) concepts associated with a participant's own culture and 2) thoughts reflecting a self-orientation (i.e., self- vs. group-focus) that is typical in this culture. While the values we identified are helpful in clarifying the structure of the individualism-collectivism construct, they did not account for cultural differences in participants' tendency to compromise in a behavioral decision task. In combination, these results raise questions about the utility of individualism and collectivism in characterizing cultural differences in norms and values and in predicting cultural differences in decision making and other behaviors