Reassessing the effect of colour on attitude and behavioural intentions in promotional activities: The moderating role of mood and involvement

The present research examines the effect of background colour on attitude and behavioural intentions in various promotional activities taking into consideration the moderating role of mood and involvement. Three experiments reflecting different promotional activities (window display, consumer trade show, guerrilla marketing) were conducted for this purpose. Overall, findings indicate that cool background colours, in contrast to warm colours, induce more positive attitudes and behavioural intentions mainly in positive mood, and low involvement conditions. Implications are also discussed

Trying before buying: The moderating role of online reviews in trial attitude formation towards mobile apps

Online reviews on mobile app marketplaces help consumers evaluate whether a mobile app fits their needs before upgrading or purchasing it. This study explores how online reviews influence trial attitude formation, a process that naturally bears on cognitive structure as much as on users’ emotional responses to online experience. We experimentally manipulate the valence (positive vs. negative) and consistency (one-sided vs. two-sided) of online reviews exposed to participants in a laboratory-controlled app trial scenario considering two different aspects of use (hedonic and functional). We find that review valence and consistency alter the emotional process during trial attitude formation but do not affect the cognitive process. In particular, negative reviews compared to positive reviews and two-sided reviews compared to one-sided reviews are more influential in trial attitude formation. Interestingly, two-sided reviews weaken the emotional process during the use of functional apps, but strengthen it during the use of hedonic apps. The study contributes to the literature by identifying the moderating role of online reviews on product trial experience, which in turn influences the formation of product attitudes. The findings help app developers and marketers understand how to elicit positive evaluations during app trials by highlighting the importance of online reviews

Note takers who review are less vulnerable to the influence of stereotypes than note taker who do not review

The current research investigated whether the opportunity to review reduced note takers' vulnerability to the influence of stereotypes when making decisions. Participants were presented with a trial in which a man or a woman had been charged with a stereotypically masculine crime. Results revealed that note takers who did not review were more likely to find a man guilty than a woman, and attributed a higher degree of offender relevant traits to a man than to a woman. Non-note takers and note takers who reviewed did not engage in stereotype-based processing. It was concluded that the provision of dedicated review periods reduced the extent to which note takers were influenced by stereotypes during decision making. Future research may consider investigating whether the benefit of dedicated review periods remains when jurors are presented with longer trials and when they are required to engage in deliberation