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This study aims to focus on whether and furthermore how aesthetics-based mystery affects consumers’ responses toward relevant products.

Three experimental studies are reported. In Studies 1–2, smartphone ad flyers varying in mystery and non-mystery styles were adopted. A total of 187 undergraduate participants were recruited in Study 1 and 245 undergraduate participants in Study 2. In Study 3, a total of 193 participants who work in a range of businesses were recruited and wristwatch ad flyers were adopted.

Findings demonstrate that consumers are more willing to pay for products promoted via mystery appeal (versus non-mystery). Such positive impacts occur through consumers’ high-end perceptions of the products. Concrete, rather than abstract, verbal description of quality product features facilitate the impact of mystery appeal on consumer purchase decisions.

The findings advance an extant understanding of mystery appeal in advertising. It is among the first few to demonstrate that high-end product perceptions carry over the positive influence of mystery on consumers. This research is enlightening by suggesting an incongruity effect between pictorial stimuli and verbal information in the advertisement. This study’s scope is limited to visual mystery-evoking stimuli and Chinese participants.

When marketers/advertisers promoting products/brands with high prices, aesthetics-based mystery appeal should be considered as an effective option. This appeal is implicated as effective across gender. Moreover, visual mystery-evoking stimuli, combined with a concrete (not abstract) verbal description of product features should be optimal in promoting products.

The findings contribute to the limited empirical research on the influence processes of aesthetics-based mystery appeal. Different from the intuition, it is suggested that incongruity between visual and verbal stimuli in mystery ads that enhances the positive effect of mystery appeal.

Elementary teachers' understanding of mathematics is a significant contributor to student success with mathematics. Consequently, teacher educators are frequently charged with the responsibility of supporting the development of prospective elementary teachers' mathematics content knowledge as they re‐learn concepts in ways they are required to teach. The purpose of this paper is to describe one teacher educator's efforts to support prospective elementary teachers' tenuous understanding of rational numbers.

Given the variety of factors influencing the development of teacher knowledge, a mixed method research design was utilized. Research participants were prospective elementary teachers enrolled in a nine‐week elective course who agreed to participate in the study (n=40); while the control group were prospective elementary teachers not enrolled in the elective course (n=35).

The results of this study indicate that it may be possible to improve prospective teachers' conceptual understanding of mathematics by providing additional short‐term support, such as an elective course and/or web‐based video clips. However, the program intervention can only build upon the existing knowledge that prospective teachers bring when they begin their Bachelor of Education programs.

For prospective teachers with a limited foundation in mathematics (e.g. less than four secondary school mathematics courses), short‐term support may be insufficient to compensate for their nebulous understanding of rational numbers. Based on this finding, one‐year Bachelor of Education programs might consider, either: including Grade 12 mathematics as a pre‐requisite for elementary teacher applicants; or mandating enrolment in a full‐year math content course similar to the elective course described in this paper.

The purpose of this paper is to present a design fiction diegetic prototyping methodology and research framework for investigating service innovations that reflect future uses of new and emerging technologies.

Drawing on speculative fiction, the authors propose a methodology that positions service innovations within a six-stage research development framework. The authors begin by reviewing and critiquing designerly approaches that have traditionally been associated with service innovations and futures literature. In presenting their framework, authors provide an example of its application to the Internet of Things (IoT), illustrating the central tenets proposed and key issues identified.

The research framework advances a methodology for visualizing future experiential service innovations, considering how realism may be integrated into a designerly approach.

Design fiction diegetic prototyping enables researchers to express a range of “what if” or “what can it be” research questions within service innovation contexts. However, the process encompasses degrees of subjectivity and relies on knowledge, judgment and projection.

The paper presents an approach to devising future service scenarios incorporating new and emergent technologies in service contexts. The proposed framework may be used as part of a range of research designs, including qualitative, quantitative and mixed method investigations.

Operationalizing an approach that generates and visualizes service futures from an experiential perspective contributes to the advancement of techniques that enables the exploration of new possibilities for service innovation research.

Before starting to define the project task and plan the project, we suggest to seek a thorough understanding of the nature of the project task. This includes an analysis of uncertainties and complexities. Dimensions of complexity will be presented.

Projects create value. This will be discussed by means of understanding the need and formulating expected benefit. Also, objectives of the end result will be dealt with. Stakeholders’ expectations will define success criteria of the project.

Forming the project implies defining content and scope to be treated.

The chapter will finally discuss issues related to forming a project, e.g., how to deal with the world outside the project, to view forming a project as an organizational learning process, and to be aware of typical behavioral reactions to uncertainty and complexity.

This chapter provides a brief overview of the inclusive education movement as related to educator preparation. External influences that have driven the push for more blended educational training for all educators, regardless of discipline, are discussed, and recommended practices for inclusive educator preparation programs are provided. In addition, systemic approaches to inclusive education and high impact practices from both the general education and special education disciplines are highlighted.

The purpose of this study is to investigate the effects of visual and verbal information presentations on mental imagery, perceived informativeness and purchase intention. The study assesses two types of product-related information: (1) visual information: static product images and augmented reality (AR) and (2) verbal information: abstract and concrete product reviews.

A total of 320 mobile consumers participated in the experiment. To increase external validity, this study was conducted in an existing digital shopping environment.

The results suggest that AR has a greater effect on consumers' shopping outcomes than static images. The findings further reveal that concrete product reviews are important in increasing mental imagery, perceived informativeness and purchase intention when visual information does not provide an AR function.

This study contributes to the current literature by providing empirical support for AR effects and concrete reviews on consumer responses. The results further provide an important perspective for retailers seeking ways to develop effective information presentations in digital retailing.

In job advertisements, companies present claims about their organizational identity. My study explores how employers use multimodality in visuals and verbal text to construct organizational identity claims and address potential future employees. Drawing on a multimodal analysis of job advertisements used by German fashion companies between 1968 and 2013, I identify three types of job advertisements and analyze their content and latent meanings. I find three specific relationships between identity claims’ verbal and visual dimensions that also influence viewers’ attraction to, perception of the legitimacy of, and identification with organizations. My study contributes to research on multimodality and on organizational identity claims.

Methodological pluralism in consumer research is usually confined to post‐positivist interpretive approaches. Argues, however, that a positivistic stance, radical behaviourism, can enrich epistemological debate among researchers with the recognition of radical behaviourism′s ultimate reliance on interpretation as well as science. Although radical behaviourist explanation was initially founded on Machian positivism, its account of complex social behaviours such as purchase and consumption is necessarily interpretive, inviting comparison with the hermeneutical approaches currently emerging in consumer research. Radical behaviourist interpretation attributes meaning to behaviour by identifying its environmental determinants, especially the learning history of the individual in relation to the consequences similar prior behaviour has effected. The nature of such interpretation is demonstrated for purchase and consumption responses by means of a critique of radical behaviourism as applied to complex human activity. In the process, develops and applies a framework for radical behaviourist interpretation of purchase and consumption to four operant equifinality classes of consumer behaviour: accomplishment, pleasure, accumulation and maintenance. Some epistemological implications of this framework, the behavioural perspective model (BPM) of purchase and consumption, are discussed in the context of the relativity and incommensurability of research paradigms. Finally, evaluates the interpretive approach, particularly in terms of its relevance to the nature and understanding of managerial marketing.

Presents the thoughts on decision processes of Chester I. Barnard, one of the century’s greatest management theorists. Includes his classic article, “Mind in everyday affairs”; his unpublished book, “The Significance of Decisive Behaviour in Social Action”; his correspondence with Herbert Simon, and significant comments found in his personal papers.

This chapter examines how proponents of industrialization used multiple modes of communication to socially construct the rational myth of industrialization in the French construction sector after World War II. We illuminate the respective roles of visual and verbal communication in this process. Our findings suggest that actors construct rational myths according to the following step-by-step method: first, they use visuals to suggest associations between new practices and valuable purposes; then they use verbal text to establish the technical rationality of certain practices; and lastly, they employ both verbal and visual communications to convey their mythical features.