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This paper aims to empirically examine how atmospherics affect word of mouth (WOM) about the brand. The authors focus primarily on uncovering the causal mechanism in which…
This paper aims to empirically examine how atmospherics affect word of mouth (WOM) about the brand. The authors focus primarily on uncovering the causal mechanism in which such effect is serially mediated by both perceived positive emotions evoked by atmospherics and attitude toward the brand.
To test the research hypotheses, 314 Greek moviegoers were drafted to participate in a survey. Data were analysed using confirmatory factor analysis (AMOS) and the SPSS macro (PROCESS tool). The model was applied to motion pictures, as they provide a particularly good example of short life-cycle products.
Findings indicate that atmospherics are related to WOM about the brand through perceived emotions evoked by atmospherics and, in turn, attitude toward the brand.
The present study extends the relevant literature by providing both direct and indirect links between atmospherics and WOM about a brand.
The model of the present study could be applied to other short life-cycle products that share key characteristics with motion pictures. Moreover, the present study increases movie producers and exhibitors’ understanding of the effects of theatre atmospherics on WOM about the movie and leads to practical suggestions and implications.
WOM is one of the key variables that can affect the profitability of short life-cycle products. To date, there was no evidence that atmospherics can influence WOM about a short life-cycle product.
The purpose of this paper is to investigate the differences in male and female attitudes and establish a causal relationship between general (a priori) attitudes towards…
The purpose of this paper is to investigate the differences in male and female attitudes and establish a causal relationship between general (a priori) attitudes towards female stereotypical advertisements and attitudes towards specific advertising stimuli, providing evidence from Greece and Cyprus.
Male and female respondents (158 in Cyprus and 156 in Greece) indicated their general attitudes towards female stereotypes in advertising and were subsequently exposed to three stereotypical advertisements, to which they expressed their specific attitudes.
The results of the study prove that in countries with similar cultural backgrounds, such as Greece and Cyprus, general attitudes towards stereotypes in advertising do not have significant differences. General attitudes towards sex role portrayal in advertising directly impact attitudes towards specific advertisements. Further, it was demonstrated that respondents' gender plays a key role in attitude formation. The age of the respondents is also of interest, given that differences exist in general attitudes towards stereotypes in advertising and in attitudes towards specific stereotypical advertisements within respondents of the same gender, but of a different age bracket.
The key potential contribution of this study is threefold. First, it investigates the effect of gender and age on attitudes towards stereotypes in advertising. Second, it establishes a causal relationship between general attitudes towards stereotypical advertisements and attitudes towards specific advertising stimuli. Third, the study further validates the established relationship and the relevant measures across culturally similar countries.