Studies of embodied cognition and metaphor

Our bodily experiences can exert an influence on determining how we think, feel, and behave. This is because incidental bodily experiences affect how we understand and process abstract social concepts via the use of metaphors. According to this embodied perspective, bodily states or actions can cue metaphorically related social concepts and, in turn, influence our judgments in ways consistent with such physically experienced concepts. Drawing upon research on embodied cognition, in this dissertation I examine whether the way a choice is physically experienced can systemically influence how people respond to choice options. I manipulate bodily experiences at the point of choice by asking people to either draw positively connoted check-marks, or negatively connoted X-marks when making choices. Across five experiments, I find that different physical acts of choice can convey meanings of metaphorically associated concepts, leading people to make judgments consistent with such bodily experienced concepts. Specifically, compared to negatively connoted X-marking behaviors, performing positively connoted check-marking actions leads people to evaluate both novel and familiar targets as more pleasant (studies 1 and 4), to agree more with statements about controversial social issues (studies 2 and 3), and to choose more target items (study 5). Overall, in this dissertation I confirm the metaphorically related physical and conceptual link and highlight the role of body-based metaphors in the processing of information. The way people physically respond to questions at the point of choice indeed affects their judgments and decisions. Theoretical and practical contributions and implications of these findings are discussed for further investigation

In search of time to bring the message on social media: Effects of temporal targeting and weather on digital consumers

Marketers always incline to deliver advertising messages to the right consumer at the right time. Yet, the question of when exactly should such a persuasive message be sent to a consumer remains elusive in the existing literature. The current study aims to address this research question within the theoretical framework of contextual marketing. The authors argue that contextual information such as time and weather can be used to design more effective mobile advertising campaigns on social media. The results of a field experiment in cooperation with a local restaurant suggest that ads delivered at consumers’ pre-decision stage (i.e., non-meal time) are more effective than those delivered at the decision stage (i.e., meal time) to increase consumer spending on the dining-in service. Furthermore, unpleasant weather conditions (i.e., less sunlight) are found to improve the effectiveness of advertising on consumer spending on mobile app food delivery orders. Overall, the authors open future research avenues by demonstrating how and why the two contextual factors, time and weather, influence digital consumer behavior

Influence of Backbone Curvature on the Organic Electrochemical Transistor Performance of Glycolated Donor–Acceptor Conjugated Polymers

[Abstract] Two new glycolated semiconducting polymers PgBT(F)2gT and PgBT(F)2gTT of differing backbone curvatures were designed and synthesised for application as p-type accumulation mode organic electrochemical transistor (OECT) materials. Both polymers demonstrated stable and reversible oxidation, accessible within the aqueous electrochemical window, to generate polaronic charge carriers. OECTs fabricated from PgBT(F)2gT featuring a curved backbone geometry attained a higher volumetric capacitance of 170 F cm−3. However, PgBT(F)2gTT with a linear backbone displayed overall superior OECT performance with a normalised peak transconductance of 3.00×104 mS cm−1, owing to its enhanced order, expediting the charge mobility to 0.931 cm2 V−1 s−1.Engineering and Physical Sciences Research Council; EP/T028513/1República de Corea. Ministry of Science, ICT and Future Planning; NRF-2017K1A1A2013153República de Corea. Ministry of Science, ICT and Future Planning; NRF-2021R1A2C1013015República de Corea. Ministry of Science, ICT and Future Planning; NRF-2018M3A7B4070988República de Corea. Ministry of Science, ICT and Future Planning; NRF-2020M3D1A1030660República de Corea. Ministry of Science, ICT and Future Planning; NRF-2020M1A2A208074

Seeing Without Looking: The Effects of Hemispheric Functioning on Memory for Brands in Computer Games

The authors hypothesize that the effectiveness of in-game advertising is influenced by two inborn traits, bisected hemispheric functioning and physiological arousal, that are at the core of human behavior. A 2 (preattentive processing type) × 2 (arousal level) between-subjects design was employed in both Experiment 1 (well-known brand placement) and Experiment 2 (lesser-known brand placement). The results from the two experiments reveal that people show better recognition memory for in-game ads when brand names are presented peripherally in the right visual field and brand images are embedded peripherally in the left visual field. In addition, people can remember more brand ads when they experience less arousal (Experiment 1). This effect, however, is attenuated when unfamiliar brands are placed in the game (Experiment 2). Implications are discussed for further investigation

Consuming Entertainment Media: How Media Effects Can Vary by Users’ Controllability

Previous communication studies have focused on how media content influences human aggression. Few studies, however, have been conducted regarding the influence of situational variables on human aggression. Regarding online gaming, the present study examines how game users’ aggression is influenced by two idiosyncratic situational variables: “degree of control” (playing vs. watching) and “degree of interaction” (alone vs. together). The feeling of presence is also examined as a mediator to explicate the mechanism through which these situational variables influence the game users’ levels of aggression. The results demonstrate that degree of control significantly affects users’ aggression. Aggression is increased when players actively participate in the game versus simply watching; situational factors that are associated with the way people engage in interactive media cause short-term shifts in players’ aggression. Implications and future research directions are discussed

Staying in the middle or avoiding extremes? A test of the effect of rating scale length in advertising research with Chinese consumers

Given the rapid growth of many Asian economies in recent years, Asian advertising research is attracting increasing attention. However, systematic examinations of how to move this body of research forward from both theoretical and methodological perspectives are lacking. This study discusses a method-related issue in Asian advertising research, specifically focusing on the rating scale length used in measuring consumer attitude and behavioral intention. The experiment examines whether using different rating scale lengths (i.e., 1–3, 1–5, 1–7, and 1–9) will produce inconsistent research results due to the influence of Confucianism on East Asian consumers’ response style. Based on the experimental findings, a theoretical discussion of how to consider the cultural impact on measurement in an East Asian advertising context is provided

The interplay of persuasion inference and flow experience in an entertaining food advergame

Increasingly, unhealthy food is being advertised through online games known as advergames. The advergame is designed for entertaining fun to promote the brand featured in the game. But what happens if the food advertised is healthy or the source of the game is non‐commercial? This study examines how people's entertainment (flow experience) interacts with their inference about the persuasion impact of food brands featured in an advergame, which vary according to their persuasion knowledge about the source (e.g., non‐commercial versus commercial) and the perceived persuasion effect on self (e.g., beneficial versus harmful). Results of an experiment show that flow is positively associated with persuasion effects of the advergame. Brand attitudes and purchase intentions were the most favorable for non‐commercial brands with perceived benefits (healthy food) followed by commercial brands (healthy food) and commercial brands with harmful effects (less healthy food). However, persuasion effects for purchase intention were mitigated when participants were immersed in a flow state. Ramifications for persuasion and health promotions are discussed. Copyright © 2016 John Wiley & Sons, Ltd

Attracting Comments: Digital Engagement Metrics on Facebook and Financial Performance

Many companies are now using social media such as Facebook for advertising and marketing purposes. To understand how using social media affects a company's business performance from a digital engagement perspective, this study examines how user comments on company Facebook posts influence company revenue. S&P 500 companies' revenue information in a five-year time span (from 2010 to 2015) is collected, and this information is matched to more than 24 million user comments directed at these companies' Facebook posts. The hypotheses are tested using static (fixed effects [FE] and random effects [RE]) as well as dynamic (generalized method of moments [GMM]) panel data analyses in econometric methods. The estimation results indicate that digital engagement volume, defined as the total number of Facebook comments a company received, has a significant and positive effect on revenue. In addition, digital engagement valence, defined as the average tone of Facebook comments directed toward a company, also has a significant and positive effect on revenue. Implications and directions for future research are discussed