Bitter cold, sharp cheese and loud colours : the chromatic cacophony of cross-modal sensory perception

This thesis addresses the question of how a consumer's different sensory modalities interact to guide perception and decision-making. Specifically, in three studies, its primary objective is to investigate the cross-modal link between vision (colour) and touch. Colour has a profound influence on human perception. Not only does it cause changes in physiological or emotional states, it can shape what is perceived in other sensory modalities. However, the body of research on these “cross-modal” experiences has predominantly examined colour’s influence on taste and smell. Instead, Study 1 sets out to identify the cross-modal association between vision (colour) and touch (perceived texture of food). Results from Study 1 show colour influences 'perceived' texture of the food during consumption. The extant literature on cross-modal associations involving colour are heavily skewed to situation involving food consumption. To extend existing knowledge, Study 2 applies these cross-modal effects between vision and touch to an advertising setting, where colour is found to influence 'expected' texture. Finally, Study 3 examines the multidirectional nature of the colour-touch relationship, specifically whether touching a product influences perception relating to product colour. Findings from Study 3 demonstrate, under certain conditions, touch does have a cross-modal influence that shapes affective responses to colour cues. Together, the three studies provide further understanding of the cross-modal relationship between vision and touch, and demonstrate the existence of the cross-modal effect in different scenarios and with different products. ACCESS RESTRICTED TO ABSTRACT ONLY UNTIL 12/06/2020

Touching the void : satisfying the consumer need for touch through auditory stimuli

As we head into the next stage of the 21st century, with its 24/7 digital connectivity, mobile devices and the promise of online consumer nirvana, one can’t help but wonder if the need to touch, stroke or handle a product has died a very quick death. Or is it the case that, while consumers still crave their intimate moment with the product, the vehicles they’re using just don’t allow it to happen? Recent research across areas including neurology, psychology and psychophysics shows that people commonly use auditory cues to define the tactile properties of an object. Importantly, the auditory cues being employed are often speech sounds. One area of research that offers an interesting metaphor with insight into these cross-sensory associations, and how we might tap into them, is synaesthesia

The role of the internet in international competitive strategy : the case of Qantas

Picture this: Geoff Dixon, the newly appointed Qantas CEO, sat in his office looking at the 2001 annual report. Group revenue was up 12% and Net Passenger Revenue had increased 13% year-on-year. However, despite solid numbers, he must have known that tough times lay ahead for the airline. Online travel agents and buying sites had been taking an increasingly large share in the travel industry, to the point that airlines were losing touch with their customer base. Qantas management had seen the introduction of the internet within the airline sector and realised that online channels were the key to future growth. To them, technology and communication channels were constantly evolving, but the customer’s desire to do business with a brand that provided value was constant. The stakes were high, but Qantas had a plan that would engage customers and deliver benefits to both the consumers and the company

Thanks, but no thanks: the influence of gratitude on consumer awareness of food waste

Food waste is a major burden on the planet due its effect on increased greenhouse gas emissions (from landfill and lost production) and issues associated with food security. To reduce the human propensity to waste food, behaviour change studies have mostly focused on cognitive aspects of selection and consumption. However, evidence suggests emotional, rather than cognitive, appeals may be a fruitful avenue for reducing food waste. Yet linking food waste, emotions and framing remains an understudied research area. Our research undertakes three quantitative studies to examine the positive emotion (gratitude) as a message component to effect behavioral change. Study 1 demonstrated an advertisement with a 'gratitude for having' message led to higher intentions to reduce food waste when paired with loss framed implications (increased environmental damage) than when paired with gain framed implications (less environmental damage). In contrast, an advertisement with a 'gratitude for not having' message led to higher intentions to reduce food waste when paired with gain framed implications than when paired with loss framed implications. Studies 2 and 3 further showed that a 'gratitude for having' message was more effective when combined to loss framed implications, while 'gratitude for not having' message was more effective when combined to gain framed implications, to encourage participants to receive additional information and volunteer to help with food waste than when combined with gain framed implications. The research demonstrates that food waste reduction campaigns should pay attention to how messages are framed. Overall, this research builds on current theory involving food waste and behaviour change, presents a number of areas for future research and discusses managerial implications, particularly to improve social marketing and education campaigns. (C) 2020 Elsevier Ltd. All rights reserved

Creamy red and crunchy blue? : how colour interacts with perceptions of texture

This study explores the sensory-marketing effects of cross-modal interaction between vision and haptic perceptions of texture. Specifically, we show that moving up the colour spectrum from red to blue dampens the perception of particular types of food texture. Conceptually, we relate such cross-modal sensitivity with indicators of overall haptic predisposition for an individual in terms of Need for Touch (NFT) and Self-Orientation (SO). Our results show that the association between colour and texture interacts with the NFT and SO

What colour do you feel? : cross-modal interactions between colour and food texture

This research explores the cross-modal interaction between colour and perceived texture, and links its influence with standard marketing metrics. In line with our expectation, we find that colour interacts with actual texture to affect an individual’s overall perception of texture. Specifically, we show that changing hue from red to blue dampens the perception of particular types of texture. Further analysis of the effects of colour on marketing metrics shows that the effect on pleasure and intention to purchase is mediated by the cross-modal perceptions of texture. These results contribute to emerging marketing literature on crossmodal sensory interactions and consumer behaviour

The effects of inner packaging color on the desirability of food

Product packaging plays a significant role in the interactions between manufacturers, retailers, and consumers. Marketers manipulate the exterior of the packaging to influence consumer expectations, experiences, and behaviors. Yet there has been limited, if any, research on the effects of inner packaging color (IPC) on post-purchase, pre-consumption behaviors. Study 1 explored interaction effects between IPC (white vs. red vs. blue) and health consciousness (HC) on the desirability of food. Study 2 explored interaction effects between IPC (red vs. blue) and health consciousness (HC) on the desirability of food. Study 3 explored whether perceived pleasure mediates the interaction effect of IPC and HC on the desirability of food. The results showed that merely changing the IPC of a food item can increase its desirability among high-HC individuals. In contrast, IPC increases the perceived pleasure of a food item for both low-HC and high-HC individuals, and perceived pleasure mediates the interaction effect of IPC and HC on the desirability of food. This study will assist marketers to explore a range of possibilities for inner packing color on both the physiological and cognitive aspects of consumer behavior relating to food products. For example, marketers could consider the relational effects of inner packaging with a range of different colors, as well as exploring internal and external color packaging combinations and their impact on post purchase pre-consumption behaviors

Iceland : how social mechanisms drove the financial collapse and why it’s a wicked problem

Purpose: The purpose of this paper is to extend the macro-social marketing approach by detailing a framework to better understand the driving forces of wicked problems. Design/methodology/approach: This is a conceptual paper that uses the financial crisis in Iceland as a demonstrative example to show how social mechanism theory can help social marketers and policy makers overcome complexity and strive for the social transformation they seek.: Findings: This paper suggests the utility of social mechanism theory for understanding wicked problems, how they came to be and how social marketing practices can be applied to resolve market complexities. Research limitations/implications: Social marketers need to identify what is driving what, in order to plan and implement interventions that will lead to the social change desired. This paper presents a framework that guides the analyst through this social change process. Originality/value: This work provides social marketers with the means to understand the “moving parts” of a wicked problems in order to identify where an intervention is required to achieve the social change sought

The effect of collaborative learning on perceived engagement and academic outcomes

Educators are constantly searching for ways to engage students. Literature indicates engagement and knowledge co-creation are fundamental for deeper learning. However, the means to achieve this are less understood. In this paper, in-class participation rewards were used to stimulate out-of-class discussion and collaborative learning, the aim being to increase student engagement and positively influence academic outcomes (final grade). Using data from a longitudinal experiment, the findings show the use of in-class rewards motivates students to join an out-of-class (Facebook) group, but doesn’t influence their level of group activity. Interestingly, membership in the group didn’t result in increased perceived engagement, even though it has a positive effect on academic outcomes. The findings also show that group membership has a more positive effect on final grade for international students, despite them not being as active as domestic students during group discussions. Implications for marketing education and suggestions for future research are discussed

Increasing student engagement using asynchronous learning

Student engagement is an ongoing concern for educators because of its positive association with deep learning and educational outcomes. This article tests the use of a social networking site (Facebook) as a tool to facilitate asynchronous learning opportunities that complement face-to-face interactions and thereby enable a stronger learning ecosystem. This student-centered learning approach offers a way to increase student engagement and can have a positive impact on academic outcomes. Using data from a longitudinal quasi-experiment, the authors show that students who participated in both face-to-face on-campus classes and asynchronous online learning opportunities were more engaged than students who only attended face-to-face classes. In addition, the findings show that participation in the asynchronous setting relates significantly and positively to students’ academic outcomes (final grades). The findings have notable implications for marketing education