Abstract We examine how the associative properties of the color red relate to an independent self-view, and their impact on advertising message processing and persuasion. In study 1, using explicit measures, we demonstrate that red is associated with independence-focused words. In study 2, employing an Implicit Association Test, we further examine the congruence of independence and red, and observe an identical pattern of results. In study 3, we test these findings in a social marketing context (diabetes testing). We find that participants' behavioral intentions to comply with an advertisement's advocated position are enhanced when red ad backgrounds are matched with an independent self-construal prime. In study 4, these findings are replicated in a more typical consumer behavior context (restaurant patronage), and indicate that processing fluency and perceived ad believability are mediators of the observed effects on participants' behavioral intentions. We conclude by discussing the practical and theoretical implications of our work.
Last. Asle Fagerstrøm(Westerdals Oslo School of Arts, Communication and Technology)H-Index: 11
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ABSTRACTMobile apps show a heavy usage pattern and compelling growth figures. This study seeks to examine consumers' attitudes toward in-mobile advertisements in terms of mobile advertising value. The samples are from the United Kingdom (UK) and India because the nationals of these countries exhibit a high degree of dissimilarity in a number of Hofstede's cultural dimensions. The findings suggest that factors such as perceived entertainment, credibility, and information significantly improve att...
Last. John D. Jasper(UT: University of Toledo)H-Index: 11
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Objective: Previous research has provided evidence that colour associations and frame can influence behavioural intentions to engage in vaccination behaviours. In this study, the extension of these effects to sunscreen application behaviours was investigated. Additional colours and the manner in which colour primes were employed were also explored.Design: Two hundred and eighty-six college students were primed with either short wavelength colours (blue/purple) or long wavelength colours (red/ora...
Last. Yanhong Wu(PKU: Peking University)H-Index: 17
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Previous studies have shown that Westerners evaluate themselves in an especially flattering way when faced with a social-evaluative threat. The current study first investigated whether East Asians also have a similar pattern by recruiting Chinese participants and using social-evaluative threat manipulations in which participants perform self-evaluation tasks while adopting different social-evaluative feedbacks (Experiment 1). Then further examined whether the different response patterns can be m...
#1Michael North(CCSU: Central Connecticut State University)H-Index: 6
#2Michael Ficorilli(CCSU: Central Connecticut State University)H-Index: 1
Banner advertisements are either ignored or criticized and rarely receive clicks. However, companies tend to use consistent messages but vary the visual characteristics to entice clicks. This study examined 22,978 instances of banner placements measured in weeks from an insurance company in 2016. Results point to the 300 × 250 size, blue ads, and static design generating more clicks than larger sizes, red ads, and animated designs.
Data collection in consumer research has progressively moved away from traditional samples (e.g., university undergraduates) and toward Internet samples. In the last complete volume of the Journal of Consumer Research (June 2015–April 2016), 43% of behavioral studies were conducted on the crowdsourcing website Amazon Mechanical Turk (MTurk). The option to crowdsource empirical investigations has great efficiency benefits for both individual researchers and the field, but it also poses new challe...
AbstractThe present study aims to understand the impact of congruence between brand and celebrity personality on consumers attitude and purchase intentions. The data were collected from 382 business school students in India. Drawing from the theoretical frameworks of Attribution theory, Attitude theory, User imagery, Elaboration Likelihood Model, and match-up hypothesis, results reveals that congruence between celebrity and brand personality positively impacts the brand recall, brand association...
#1Stefanie Sohn(Braunschweig University of Technology)H-Index: 4
This research explores the role of processing fluency perceptions in consumer experiences of mobile online shopping. Processing fluency refers to the ease with which information is processed, and plays a pivotal role in the short, interactive sessions that characterize interactions with mobile devices. The findings from two empirical studies suggest that perceived visual complexity reduces fluency perceptions, while perceived visual congruence (between the mobile online store and the conventiona...
Last. Bernd Strauss(WWU: University of Münster)H-Index: 21
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The color red has been shown to alter emotions, physiology, psychology and behavior. Research has suggested that these alterations could possibly be due to a link between red and perceived dominance. In this study we examined if the color red is implicitly associated to the concept of dominance. In addition, we similarly hypothesized that blue is implicitly linked to rest. A modified Stroop word evaluation task was used in which 30 participants (23.07 ± 4.42 years) were asked to classify words s...
Last. Kim Sheehan(UO: University of Oregon)H-Index: 24
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Data collection using Internet-based samples has become increasingly popular in many social science disciplines, including advertising. This research examines whether one popular Internet data sour...
Although previous research has identified red as the color of compliance, the current work proposes that this effect of red may not hold under high sensation-seeking propensity conditions. It is argued that the color red has the capability to induce arousal, which in turn has been shown to enhance a person's default tendencies. Further, because high sensation seekers have a higher tendency to react, the exposure to the color red for these individuals will increase reactance and thereby non-compl...
Last. Kylie J. Boyd(TCU: Texas Christian University)H-Index: 1
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ABSTRACTThis study investigated whether color cues in health PSAs affect people’s experience of psychological reactance to health recommendations. By integrating psychological reactance theory and ...
Abstract Despite the crucial role a crowdfunding campaign webpage can play in attracting potential backers, there has been a lack of theory-driven studies to investigate how to design effective campaign webpages for successful campaigns. Based on the Stimulus-Organism-Response (S-O-R) framework, HCI theories, and literature on information diagnosticity, this study investigates how the effects of progress presentation designs can improve intention to back a crowdfunding campaign project. A total ...
#1Marco Visentin(UNIBO: University of Bologna)H-Index: 8
#2Annamaria Tuan(UNIBO: University of Bologna)H-Index: 5
Abstract This research investigates the role of a widely used, yet under-investigated packaging cue: the paper strip that wraps around books, known as the belly band. Drawing on cue utilization theory, we conducted a pilot study, a laboratory experiment and a field study in two real-life bookshops to analyze the effects of belly bands on consumers' responses, as well as on actual browsing and purchasing behavior. The results suggest that the belly band acts primarily as a visual cue; has a signi...
Place branding has become a fast-growing area of research in recent years due to the proliferation of technology and services facilitating travel. However, place-branding research has primarily focused on place promotion and image orchestration. The main purpose of this paper is to address the lack of place–product combination research and introduce a novel approach to extract and commercialize distinctive place elements such as colors. We examine the extent to which place atmospheric colors inf...
Last. Milos Bujisic(NYU: New York University)H-Index: 14
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Despite the ubiquitous use of taste-focused and health-focused advertising messages, the existing advertising literature offers little guidance on how the persuasiveness of such messages might be e...
The aim of the study is to examine the applicability of image segmentation – identification of objects/regions by partitioning images – to examine online social photography. We argue that the need for a meaning-independent reading of online social photography within social markers, such as hashtags, arises due to two characteristics of social photography: 1) internal incongruence resulting from user-driven construction, and 2) variability of content in terms of visual attributes, such as colour ...