Campaign participation, spreading electronic word of mouth, purchase: how to optimise corporate social responsibility, CSR, effectiveness via social media?

Purpose: The purpose of this paper is to investigate how to optimise corporate social responsibility (CSR) when communicating via social media. In particular, the communication type, cause proximity and CSR motives are addressed facing the increased demand for transparency and the grown consumers' expectations towards socially responsible brands. Design/methodology/approach: Online survey was developed, based on a profound literature review and a field research we did on the actual social media behaviour of socially responsible brands. Consumers attitudes and behavioural reactions in terms of willingness to participate in a campaign, to spread e-WOM and to purchase were investigated, as a function of CSR motives (value vs performance vs value and performance) and cause proximity (national vs international), respectively, with monologue (study 1) and dialogue communication type (study 2). Findings: Cause proximity enhanced the campaign participation, and this effect was pronounced for both, monologue and dialogue type of communication. CSR motives modulated the willingness to spread electronic word-of-mouth, and this holds for both, monologue and dialogue communication. Attitudes and purchase intention were highest when value- and performance-driven motives were communicated, but these effects appeared only when the message was in a dialogue form of communication. Message credibility and CSR motives credibility perception further modulated consumers response. Practical implications: The outcomes could be used in developing marketing (communication) strategies leading to values and revenues optimisation

Enhancing Employer Branding via High-Tech Platforms: VR and Digital, What Works Better and How

A growing concern for the future of organisations in the age of digital transformation challenges the existing theories and calls for new exploration. The current paper addresses this challenge looking at how virtual reality (VR), the most recently emerging technology could be best used to enhance employer branding. In particular, we asked potential job seekers to experience either a VR platform, online digital video, or both platforms combined to promote the employer. VR experience (i.e. naturalness, presence, engagement, liking) and employer evaluation (i.e. familiarity, image, reputation, perspectives, attractiveness) were addressed as dependent variables. The results are clear in showing that experience was evaluated and liked better when both, VR and digital video were presented, in comparison to a single platform experience. Employer image, reputation, and attractiveness were also higher when both VR and digital video were presented (than a single platform). The augmented employer evaluation further increased the intention to pursue a job with the employer. These results suggest that appropriate combination of VR and digital platforms could extend experiences, and thus, enhance the employer branding and job pursuit. Current outcomes could be directly implemented by managers to reshape not just the employer branding, but the future of organisations by implementing high tech VR platforms

Alcohol consumers’ attention to warning labels and brand information on alcohol packaging: Findings from cross-sectional and experimental studies

Background Alcohol warning labels have a limited effect on drinking behavior, potentially because people devote minimal attention to them. We report findings from two studies in which we measured the extent to which alcohol consumers attend to warning labels on alcohol packaging, and aimed to identify if increased attention to warning labels is associated with motivation to change drinking behavior. Methods Study 1 (N = 60) was an exploratory cross-sectional study in which we used eye-tracking to measure visual attention to brand and health information on alcohol and soda containers. In study 2 (N = 120) we manipulated motivation to reduce drinking using an alcohol brief intervention (vs control intervention) and measured heavy drinkers’ attention to branding and warning labels with the same eye-tracking paradigm as in study 1. Then, in a separate task we experimentally manipulated attention by drawing a brightly colored border around health (or brand) information before measuring participants’ self-reported drinking intentions for the subsequent week. Results Study 1 showed that participants paid minimal attention to warning labels (7% of viewing time). Participants who were motivated to reduce drinking paid less attention to alcohol branding and alcohol warning labels. Results from study 2 showed that the alcohol brief intervention decreased attention to branding compared to the control condition, but it did not affect attention to warning labels. Furthermore, the experimental manipulation of attention to health or brand information did not influence drinking intentions for the subsequent week. Conclusions Alcohol consumers allocate minimal attention to warning labels on alcohol packaging and even if their attention is directed to these warning labels, this has no impact on their drinking intentions. The lack of attention to warning labels, even among people who actively want to cut down, suggests that there is room for improvement in the content of health warnings on alcohol packaging

Direct Access to Working Memory Contents

In two experiments participants held in working memory (WM) three digits in three different colors, and updated individual digits with the results of arithmetic equations presented in one of the colors. In the memory-access condition, a digit from WM had to be used as the first number in the equation; in the no-access condition, complete equations were presented so that no information from WM had to be accessed for the computation. Updating a digit not updated in the preceding step took longer than updating the same digit as in the preceding step, a time difference referred to as object-switch costs. Object-switch costs were equal in access and no-access equations, implying that they did not reflect the time to retrieve a new digit from WM. Access equations were completed as fast as no-access equations, implying that access to information in WM is as fast as reading the same information. No-access equations were slowed by a mismatch between the first digit of the presented equation and the to-be-updated digit in WM, showing that this digit is automatically accessed even when not needed. It is concluded that contents and their contexts form composites in WM that are necessarily accessed together

Accessing information in working memory: Can the focus of attention grasp two elements at the same time?

Processing information in working memory requires selective access to a subset of working-memory contents by a focus of attention. Complex cognition often requires joint access to 2 items in working memory. How does the focus select 2 items? Two experiments with an arithmetic task and 1 with a spatial task investigate time demands for successive operations that involve 2 digits or 2 spatial positions, respectively. When both items used in an operation have been used in the preceding operation, latencies are shortened. No such repetition benefit (arithmetic) or a much smaller benefit (spatial) was found when only 1 item was repeated. The results rule out serial access to the 2 items, parallel access by expanding the focus, and parallel access by splitting the focus. They support the notion that 2 items are accessed by chunking them, so that they fit a focus limited to 1 chunk. (PsycINFO Database Record (c) 2009 APA, all rights reserved

Serial and parallel processes in working memory after practice

Six young adults practiced for 36 sessions on a working-memory updating task in which 2 digits and 2 spatial positions were continuously updated. Participants either did 1 updating operation at a time, or attempted 1 numerical and 1 spatial operation at the same time. In contrast to previous research using the same paradigm with a single digit and a single dot, dual-task costs were not eliminated with practice. Costs of switching between digits and between spatial positions were found throughout practice, supporting the existence of a focus of attention in working memory that can hold 1 digit and 1 spatial position simultaneously, but is not expanded to hold 2 elements of the same kind. The results can be understood by assuming that observed limits on parallel processing, as well as on the capacity of the focus of attention, arise not from structural constraints but rather reflect the optimal configuration of the cognitive system for avoiding information cross-talk in a given task

When sound modulates vision: VR applications for art and entertainment

The interplay between sound and vision is a key determinant of human perception. With the development of Virtual Reality (VR) technologies and their commercial applications, there is emergent need to better understand how audio-visual signals manipulated in virtual environments influence perception and human behaviour. The current study addresses this challenge in simulated VR environments mirroring real life scenarios. In particular, we investigated the parameters that might enhance perception, and thus VR experiences when sound and vision are manipulated. A VR museum was created mimicking a real art gallery featuring Japanese paintings. Participants were exposed to the gallery via Samsung Gear VR, head mounted display, and could freely walk in. To half of the participants newly composed music clips were played, during the VR gallery visit. The other participants were exposed to the same environment, but no music was played (control condition). The results showed that music played altered the way people are engaged in, perceive and experience the VR art gallery. Opposite to our expectation, the VR experience was liked more when no music was played. The naturalness and presence were perceived to be relatively high, and did not differ significantly depending on whether music was played or not. Regression modelling further explored the relationship between the parameters hypothesised to influence the VR experiences. The findings are summarised in a theoretical model. The study outcomes could be implemented to successfully develop efficient VR applications for art and entertainment. © 2017 IEEE

Food Labelling to Advance Better Education for Life

Background/Objectives: Nutrition labels are potentially a major instrument for enabling consumers to make healthier food choices, but current insights into how nutrition labels are used by consumers in real-world shopping situations are limited, making the science-based formulation of new labelling policies and the evaluation of existing ones difficult. The objective of the European Union-funded project Food Labelling to Advance Better Education for Life (FLABEL) is to determine how nutrition labelling can affect dietary choices, consumer habits and food-related health issues. Subjects/Methods: A wide range of qualitative and quantitative consumer research methods is being used, including physical auditing, label sorting tasks, eye tracking and electrodermal response, structured interviews and analysis of retail scanner data. Results: First results from the project show that, on the basis of consumer responses, nutrition labels available in Europe can be categorised as non-directive, semidirective or directive. Penetration of nutrition labelling on food and drink packages in five product categories seems widespread, with the nutrition table on the back of packs being the most prominent format (found on 84% of over 37 000 products audited in 28 countries). The higher penetration observed in Northern Europe is paralleled by more public health campaigns in this region alerting consumers to nutrition labelling systems and elements covered therein (for example, calories, salt and fat). Conclusions: The findings to date indicate that nutrition labelling is widespread in Europe but formats and level of detail may differ between countries and products. Upcoming studies within FLABEL will decipher whether and how the various elements of nutrition labels affect attention, liking, understanding, use and dietary choices, and what the implications are for stakeholders such as policy makers