7 research outputs found
Understanding Perceptual And Conceptual Fluency At A Large Scale
We create a dataset of 543,758 logo designs spanning 39 industrial categories and 216 countries. We experiment and compare how different deep convolutional neural network (hereafter, DCNN) architectures, pretraining protocols, and weight initializations perform in predicting design memorability and likability. We propose and provide estimation methods based on training DCNNs to extract and evaluate two independent constructs for designs: perceptual distinctiveness (“perceptual fluency” metrics) and ambiguity in meaning (“conceptual fluency” metrics) of each logo. We provide evidences of causal inference that both constructs significantly affect memory for a logo design, consistent with cognitive elaboration theory. The effect on liking, however, is interactive, consistent with processing fluency (e.g., Lee and Labroo (2004), and Landwehr et al. (2011))
Developing and Testing a Theoretical Path Model of Web Page Impression Formation and Its Consequence
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The brand likeability scale: an exploratory study of likeability in firm-level brands
We develop a new measurement scale to assess consumers’ brand likeability in firm-level brands. We present brand likeability as a multidimensional construct. In the context of service experience purchases, we find that increased likeability in brands results in: (1) greater amount of positive association; (2) increased interaction interest; (3) more personified quality; and (4) increased brand contentment. The four-dimensional multiple-item scale demonstrates good psychometric properties, showing strong evidence of reliability as well as convergent, discriminant and nomological validity. Our findings reveal that brand likeability is positively associated with satisfaction and positive word of mouth. The scale extends existing branding research, providing brand managers with a metric so that likeability can be managed strategically. It addresses the need for firms to act more likeably in an interaction-dominated economy. Focusing on likeability acts as a differentiator and encourages likeable brand personality traits. We present theoretical implications and future research directions on the holistic brand likeability concept