The Synesthesia effects of Online Advertising Stimulus Design on Word-of-Mouth and Purchase Intention: From the Perspective of Consumer Olfactory and Gustatory

Multisensory marketing has been seen as an approach improving advertising effect in the social science, neuroscience, and marketing literature. For examining visual/audio synesthesia, the effect of smelling and tasting an online product, this study first developed design elements of digital video advertising: rational/emotional appeals and fast/slow tempo. Moreover, it strives to investigate empirically the effects of various online advertisement contexts on consumer emotion, attitude, and behavioral intention. We used event-related potentials (ERPs) in a scenario-based laboratory experiments. Data collected from 166 customers provide strong support for the research model. Through EEG and SEM analyses, in rational advertisings, consumers’ olfactory was triggered and both arousal and pleasure of the emotions affected the attitudes; in emotional advertisings, not only olfactory but gustatory were triggered and only pleasure affected the attitudes. By understanding online advertising design and synesthesia, insights from the findings can benefit designers and marketers in implementing more effective marketing strategies

The diverse magneto-optical selection rules in bilayer black phosphorus

The magneto-optical properties of bilayer phosphorene is investigated by the generalized tight-binding model and the gradient approximation. The vertical inter-Landau-level transitions, being sensitive to the polarization directions, are mainly determined by the spatial symmetries of sub-envelope functions on the distinct sublattices. The anisotropic excitations strongly depend on the electric and magnetic fields. A perpendicular uniform electric field could greatly diversify the selection rule, frequency, intensity, number and form of symmetric absorption peaks. Specifically, the unusual magneto-optical properties appear beyond the critical field as a result of two subgroups of Landau levels with the main and side modes. The rich and unique magneto-absorption spectra arise from the very close relations among the geometric structures, multiple intralayer and interlayer hopping integrals, and composite external fields

3,6-Dihydr­oxy-2′-[(2-hydr­oxy-1-naphth­yl)methyl­eneamino]xanthene-9-spiro-1′-isoindolin-3′-one acetonitrile solvate

The title compound, C31H20N2O5·C2H3N, was synthesized by the reaction of fluorescein hydrazide and excess 2-hydr­oxy-1-naphthaldehyde in acetonitrile. The spirolactam ring is planar and is nearly at right angles to the two benzene rings of the xanthene system. The dihedral angle between the two benzene rings of the xanthene system is 9.92 (4)°. In the crystal structure, the mol­ecules are linked into extended two-dimensional networks by inter­molecular hydrogen bonding. Acetonitrile mol­ecules are located in the voids between the two-dimensional networks

Design for data acquisition system of gear measuring center

A data acquisition system for Computerized Numerical Control Gear Measurement Center was developed, in which Field-Programmable Gate Array was used as the control core instead of traditional single-chip microcomputer or Digital Signal Processor, First-In First-Out buffer to hold data, and personal computer bus as data transmission unit. The system performs multichannel data acquisition more efficiently, higher precision and higher rate in real time than the traditional ones. Experimental comparison indicates that the data gathering rate increase twice to 10 kHz, and the uniformly-spaced error is in 1 μm

Visual Presentation Modes in Online Product Reviews and Their Effects on Consumer Responses

Online product reviews posted by consumers are becoming a staple part of e-commerce websites. Researchers demonstrate that the volume and strength of online reviews, among others, have a significant impact on consumer responses. These studies have focused on the effect of text-based online reviews, but current information technologies enable the posting of online reviews with higher visual content, such as with images and videos. Using the Elaboration Likelihood Model and Dual Coding theory, we examine the effects of three visual modes for presenting online reviews with three products – backpack, digital camera and video game. Our results indicate that video-based online reviews are perceived as being more credible, helpful, persuasive, and providing a great sense of involvement, compared to text-based and image-based online reviews, but with no significant differences among the latter two. The influence of presentation modes on consumer responses is partially moderated by product type

The Impact of Online Recommendations and Consumer Feedback on Sales

Quality uncertainty and high search costs for identifying relevant information from an ocean of information may prevent customers from making purchases. Recognizing potential negative impacts of this search cost for quality information and relevant information, firms began to invest in creating a virtual community that enables consumers to share their opinions and experiences to reduce quality uncertainty, and in developing recom- mendation systems that help customers identify goods in which they might have an interest. However, not much is known regarding the effectiveness of these efforts. In this paper, we empirically investigate the impacts of recommendations and consumer feedbacks on sales based on data gathered from Amazon.com. Our results indicate that more recommendations indeed improve sales at Amazon.com; however, consumer ratings are not found to be related to sales. On the other hand, number of consumer reviews is positively associated with sales. We also find that recommendations work better for less-popular books than for more-popular books. This is consistent with the search cost argument: a consumer’s search cost for less-popular books may be higher, and thus they may rely more on recommendations to locate a product of interest

Fighting Information Good Piracy with Versioning

Information goods piracy is a pervasive problem as advanced information and communication technologies become so inexpensive and so easy to access. This problem, if not alleviated, can pose a serious loss to society as it can reduce information goods providers’ incentives to develop information goods or threaten the use and growth of the Internet as a distribution media for valued digital information goods. Contrasting with previous literature, which mainly consider instruments, such as law enforcement or technology-based solutions, that work on increasing individual piracy cost, we consider using versioning as a complementary means to these other methods. While the previous literature has shown that versioning may not be the optimal strategy for information goods (having negligible or concave marginal costs), we show that versioning could be a very effective and profitable instrument to fight piracy. Furthermore, we also show that it is possible to do this without sacrificing the consumer’s surplus and, as a result, the entire social welfare could increase. This suggests that by using versioning along with other instruments that work on increasing individual piracy cost, information goods providers can fight piracy more efficiently