Multimodal Message Incongruence on E-Commerce Websites

This study investigates the impact of incongruence between visual and text-based information about a product provided by sellers on e-commerce websites. We hypothesize that the incongruence between the quantity presented in a visual representation and a text-based description will produce a negative effect on the product evaluation of customers. Two pilot studies provide initial evidence to support this hypothesis. This result suggests that the effect needs to be further investigated with higher level of sophistication both in terms of theory and empirical support. While it is generally encouraged to maintain design-level consistency in multi-modal communication setting, e-commerce researchers and practitioners have not perfected the mechanisms to respond to message-level incongruence issue. By adopting dual process theories of thinking, when completed, this study will provide a detailed theoretical account of how incongruence between visual representation and linguistic descriptions would affect customers’ evaluation of a product selling online

Regulatory Focus as a Predictor of Attitudes Toward Partitioned and Combined Pricing

Partitioned pricing is a widely used pricing strategy, but little is known about the buyer characteristics that influence its effectiveness. The current research contributes to the pricing literature by investigating the impact of regulatory focus on the perceived attractiveness of partitioned and combined pricing. In four studies, we hypothesized and found support for the idea that promotion focused individuals perceive partitioned prices to be more attractive than combined prices, while prevention focused individuals do not differentiate between the two pricing types. Our results also show that regulatory focus influences consumers\u27 information processing style, which in turn leads to important differences in attitudes towards partitioned and combined pricing. Specifically, promotion focused consumers are more likely to engage in global processing and global processing is linked to preferences for partitioned (versus combined) prices

Unanticipated Marketing Effects of Color: Empirical Tests in Two Contexts

In two empirical studies, we test the effects of colors perception on marketing phenomena. In two studies, we show that (a) colors (warm vs. cold) interact with the message appeal (heartwarming vs. heartbreaking), and (b) colors, by triggering different emotional reactions to the stimuli, influence consumer behavior by impacting risk-tolerance. [to cite]

Regulatory Focus as a Predictor of Attitudes Toward Partitioned and Combined Pricing

Partitioned pricing is a widely used pricing strategy, but little is known about the buyer characteristics that influence its effectiveness. The current research contributes to the pricing literature by investigating the impact of regulatory focus on the perceived attractiveness of partitioned and combined pricing. In four studies, we hypothesized and found support for the idea that promotion focused individuals perceive partitioned prices to be more attractive than combined prices, while prevention focused individuals do not differentiate between the two pricing types. Our results also show that regulatory focus influences consumers\u27 information processing style, which in turn leads to important differences in attitudes towards partitioned and combined pricing. Specifically, promotion focused consumers are more likely to engage in global processing and global processing is linked to preferences for partitioned (versus combined) prices

What Type Of Framing Message Is More Appropriate With Nine-Ending Pricing?

While the effect of nine-ending prices on purchases has been well documented, studies that examine the impact of this pricing technique in the context of advertisements are rare. This paper examines the joint effect of the pricing technique and message frames on the advertisement efficacy. Since a nine-ending price is compatible with gain-framed messages due to its gain image, we propose that nine-ending pricing strengthens the effectiveness of gain-framed messages (versus loss-framed messages) on the overall advertisement efficacy. The results of two experiments provide support for this hypothesis

Landscape preference model in HCI: Emotion and Interactivity

The study investigates the mediating role of emotional states and perceived interactivity in the formation of preference for website by revisiting the Landscape Preference Model (LPM) recently introduced to IS literature (Kaplan 1988; Singh, Dalal et al. 2005; Singh, Todd Donavan et al. 2008; Lee and Kozar 2009). We hypothesize that, in HCI context, the variables in exploration dimension of LPM matrix (Complexity and Mystery) affect user’s attitude and behavioral intention to the extent that they are mediated by the perception of interactivity. Relying on regulatory focus theory(Higgins 1998), the study further examines two different types of emotional state produced as a function of the difference in motivational origin of factors postulated by the extant LPM. We expect that the results will indicate the proposed additions of both interactivity construct and emotional distinctions provide an important elaboration on the molar level guidance that LPM promised to offer for HCI designers

The Odd-Ending Price Justification Effect: The Influence Of Price Endings On Hedonic And Utilitarian Consumption

This paper examines how odd-ending pricing influences consumption of hedonic and utilitarian products. Four studies test the hypothesis that the discount image associated with odd-ending prices reduces anticipated guilt and provides justification for hedonic consumption – an effect the authors label the odd-ending price justification effect (OPJE). Study 1 reveals people are more likely to choose hedonic over utilitarian products when they have odd-ending prices. Study 2 finds that the effect of odd-ending prices on hedonic consumption is mediated by guilt reduction. Study 3 reveals a boundary condition for the OPJE – purchase likelihood of hedonic products increases only when monetary, not nonmonetary, guilt is reduced. Study 4 suggests the OPJE operates at an unconscious level, as consumers who are made aware of the trivial difference between odd- and round-ending prices are no longer influenced by odd-ending prices. The theoretical, practical, and research implications of these findings are discussed

Impact Of Death-Related Television Programming On Advertising Evaluation

Programming that depicts or implies death constitutes a vital component of daily television broadcasts, yet the impact of such programming on the evaluation of embedded advertising remains unexplored. Using terror management theory, we propose that exposure to routine and commonplace death-related television programming will lead to the differential evaluation of ensuing advertisements depending on whether they are perceived to be of domestic or foreign origin, and that this effect is contingent on the nature of the death-related cognitions at play at the time of ad exposure. Further, the death-related program context effects on embedded advertising are unique—ads at the end, not the beginning, of the embedded pod are affected by programming content. Based on the empirical findings from four studies we identify the cognitive processes underlying consumers’ ad evaluation, isolate the pod positions when context effects are observed, and suggest a framework for television commercial scheduling

Opposites attract: Impact of background color on effectiveness of emotional charity appeals

The present work utilizes research on context effects and color psychology to investigate how background color can enhance the effectiveness of positive and negative charity appeals. Five experiments measuring both actual donations and donation intention examine the hypothesis that a negative charity appeal against an orange (vs. blue) background and a positive charity appeal against a blue (vs. orange) background will increase donations. We propose that this is because blue and orange colors are incongruous with positive and negative charity appeals, respectively, due to the affective valences of the appeals and the perceptions of warmth and coldness cued by the background colors. This incongruity enhances the attention people pay to the charity appeals, thereby strengthening their emotional response to the appeals, which increases charitable donations. When attention is manipulated, people who pay a high (vs. low) level of attention to the charity appeal are more likely to donate regardless of the color and valence of the appeal, suggesting attention is an important antecedent to the intensity of the emotional response and subsequent donation behavior. We also identify affect diagnosticity as a boundary condition for the effect – when people are informed that color affects their emotions, the contextual effect of color disappears

La Atalaya : diario de la mañana: Año XXII Número 8215 - 1914 junio 8

Copia digital. Madrid : Ministerio de Educación, Cultura y Deporte. Subdirección General de Coordinación Bibliotecaria, 201