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1 – 10 of over 2000
Article
Publication date: 27 November 2019

Meng Lu, Yang Qiang, Du Jiangang and Dong Zerui

The purpose of this paper is to examine the interaction effect of innovative product category and presentation order on consumer consumer’s purchasing intention and the mediating…

Abstract

Purpose

The purpose of this paper is to examine the interaction effect of innovative product category and presentation order on consumer consumer’s purchasing intention and the mediating role of perceived novelty and risk perception.

Design/methodology/approach

The authors examined the hypotheses in three experiment studies. In Study 1, the authors primed innovative product category and presentation order on consumer consumer’s purchasing intention. In Study 2, the authors measured the mediating role of perceived novelty and risk perception. In Study 3, they validated the moderating effect of picture and text consistency on the improvement of purchase preference.

Findings

The results reveal that RNP/INP and presentation order (from whole to part/from part to whole) could enhance consumers’ purchase intention and verify the mediating role of perceived novelty and risk perception, based on which a complete internal mechanism model is constructed. The third experiment shows the moderating effect of picture and text consistency on the improvement of purchase preference by matching the category and presentation order of innovative products.

Originality/value

Prior literature on the thinking mode of holistic and partial processing has been mostly applied to the cognitive field of reading and text labeling. In this study, using the holistic (local) processing thinking model and anchoring theory, eye movement experiments and situational experiments, the audience’s analysis framework of information processing mechanism is constructed. The unique phenomenon of product category and overall (local) presentation order coexisting in innovative product advertisement is considered comprehensively.

Details

Journal of Contemporary Marketing Science, vol. 2 no. 3
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 8 June 2015

Marine Kergoat and Thierry Meyer

This study aims to examine the influence of a visual alteration in print advertising on viewers’ responses according to the different textual and pictorial information contained…

1003

Abstract

Purpose

This study aims to examine the influence of a visual alteration in print advertising on viewers’ responses according to the different textual and pictorial information contained in the ad.

Design/methodology/approach

Through an experimental design, the presence or not of a human face and the kind of verbal claims (self-centered vs product-centered) were manipulated, as well as visual fluency manipulated by varying the clarity of the ads.

Findings

As expected, the presence of a human face, as opposed to just a product picture, has led to stronger negative effects on attitudes and purchase intention when the ad was visually altered. In addition, ad’s claim directed toward the self yielded lower purchase intentions compared to arguments directed toward product characteristics. Findings supported our main expectations, but also demonstrated contrasted effect, plausibly due to a bias correction.

Research limitations/implications

To comfort these findings, further research should be realized on other advertising varying the kind of human face stimuli (e.g. woman/man; smiling/neutral; beautiful/average).

Practical implications

In terms of practical implications, it highlights the significance of considering the medium of communication used for print ads with caution. The pictorial use of a human face can be particularly harmful in the persuasive process if there is a risk that the ad could be visually altered.

Originality/value

Currently, little is known about how sub-optimal visual exposition changes attitudes and behaviors depending on the content of an ad. The present study expands research on processing fluency effects and the use of models in advertisements.

Details

Journal of Consumer Marketing, vol. 32 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 19 March 2018

Lu Zhang, Wan Yang and Xiaoyun Zheng

The purpose of this study is to understand the joint effects of individuals’ need for status and processing fluency on customer attitudes toward hotels’ participation in corporate…

1238

Abstract

Purpose

The purpose of this study is to understand the joint effects of individuals’ need for status and processing fluency on customer attitudes toward hotels’ participation in corporate social responsibility (CSR) programs.

Design/methodology/approach

This study uses a 2 (Need for status: high vs low) × 2 (Processing fluency: high vs low) experimental design with processing fluency being manipulated and individuals’ need for status being measured.

Findings

The results indicate that although high-need for status customers exhibit a more positive attitude than low-need for status customers when the CSR message is easy to process, they show similar attitude levels when processing fluency is relatively low.

Originality/value

This study makes great contribution to the literature of status consumption by examining CSR as one of the new areas that consumers use to signal social status beyond luxury products. For practitioners, the results of this study offer suggestions on how to design CSR messages to increase its effectiveness.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 22 January 2024

Chen Wang, Yan Zhang and Ran Zhang

This study investigated the impacts of the interaction experiential customization (IEC) mode on consumers' information processing fluency and green customization intention (GCI…

Abstract

Purpose

This study investigated the impacts of the interaction experiential customization (IEC) mode on consumers' information processing fluency and green customization intention (GCI) as well as the moderating effect of consumers' self-construal.

Design/methodology/approach

This study conducted an online field experiment, questionnaire study and between-subjects laboratory experiment to test the hypotheses.

Findings

It was found that IEC had a significant positive effect on consumers' GCI. Moreover, consumer retrieval processing fluency played a partial mediating role in the relationship between IEC and GCI. In addition, consumers' self-construal moderated the “IEC? Three dimensions of processing fluency” relationships.

Practical implications

The results emphasized the importance of IEC in influencing consumers' consumption intention in a green customization setting and have some practical implications, that is, companies have the opportunity to use appropriate digital choice architecture designs, which can enhance consumer processing fluency when promoting eco-friendly products in the customized consumption process, especially for independent consumers.

Originality/value

This study focused on the customization design on consumers' GCI and explained the mechanism of impact of IEC on improving consumers' processing fluency and GCI in a product customization setting based on the fluency theory. In addition, this study investigated the moderating effect of consumers' self-construal (independent vs interdependent) on their significant different information processing modes for low-carbon choices.

Details

Management Decision, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 13 April 2015

Lu Zhang and Anna S. Mattila

This study aims to examine the joint effect of processing fluency and service quality in a service context. In recent years, companies have become increasingly interested in…

Abstract

Purpose

This study aims to examine the joint effect of processing fluency and service quality in a service context. In recent years, companies have become increasingly interested in supporting corporate social responsibility (CSR) activities. While most prior research focus on the positive effect of CSR initiatives on consumer behavior, the current study identifies a new boundary condition – processing fluency – for the positive impact of CSR messaging. In addition, this examines its impact across two situations – a successful service delivery and a failure.

Design/methodology/approach

This study used a 2 (processing fluency: high vs low) × 2 (service delivery: failure vs success) scenario-based experimental design. A total of 152 adult consumers participated in this study.

Findings

The results show that in the service failure condition, participants exposed to a CSR message with high processing fluency exhibited more positive attitudes and higher repurchase intentions, as compared to their counterparts in the low processing fluency condition. However, in a successful service delivery condition, participants showed similar level of attitudes and behavioral intentions across the two fluency conditions.

Originality/value

No previous research examined the interplay of processing fluency and CSR. This paper fills this gap in the service literature.

Details

Journal of Services Marketing, vol. 29 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 14 November 2022

Bora Min

This study aims to draw on the malleable nature of processing fluency to identify the role of consumer expectation in generating diverging effects of metacognitive experiences on…

Abstract

Purpose

This study aims to draw on the malleable nature of processing fluency to identify the role of consumer expectation in generating diverging effects of metacognitive experiences on perception of product innovativeness and product evaluation. It also examines critical boundary conditions to offer a more sophisticated understanding of the interactive effect of expectation and processing fluency.

Design/methodology/approach

Studies 1, 2A and 2B recruited 1,922 online participants, and Studies 3 and 4 recruited 644 college students. The authors manipulated product innovativeness expectation by exposing participants to expert reviews of new products, and processing fluency by presenting product detail in either easy-to-read font/color contrast or difficult-to-read font/color contrast. Subsequently, perceived product innovativeness and product evaluation including actual product adoption were measured.

Findings

When a product was expected to be innovative (ordinary), feelings of difficulty with processing its detail increased (decreased) perceived innovativeness and, in turn, interest in purchase. The observation occurred only when a credible external source (vs firms) generated the innovativeness expectation or consumers’ elaboration level was not high. Furthermore, when innovativeness became associated with negative implications, perceived innovativeness no longer enhanced but impaired purchase intention.

Research limitations/implications

Studies used incrementally new products only. Really new products involving a high adoption risk might produce a diverging effect. The findings need to be replicated with higher involvement products. An ideal level of difficulty with comprehending product information was not examined in the present research.

Practical implications

Results carry significant weight for firms who seek to draw consumer attention to their new products by choosing an optimal format of product presentation. The findings suggest that they can proactively administer a proper level of ease/difficulty with comprehending product detail depending on the extent of product innovativeness and target audience.

Originality/value

Extant research has not addressed how the malleable nature of processing fluency systematically affects innovativeness perception and product evaluation. The key contribution of this paper to the metacognition literature is the role of consumer expectation that alters the meaning of metacognitive experiences in relation to innovativeness perception. In addition, this is one of the first to empirically investigate perceptual processing fluency in the elaboration likelihood model theory.

Details

European Journal of Marketing, vol. 57 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

Abstract

Details

The Business of Choice: How Human Instinct Influences Everyone’s Decisions
Type: Book
ISBN: 978-1-83982-071-7

Article
Publication date: 29 March 2022

Marc Riar, Nannan Xi, Jakob J. Korbel, Ruediger Zarnekow and Juho Hamari

A current technological trend, which has gained even more traction recently due to the COVID-19 pandemic, is the use of augmented reality (AR) in shopping environments. AR is…

4574

Abstract

Purpose

A current technological trend, which has gained even more traction recently due to the COVID-19 pandemic, is the use of augmented reality (AR) in shopping environments. AR is addressing contemporary challenges rooted in online shopping (e.g. in terms of experientiality and try-on) and is fundamentally reshaping consumers' experiences. The purpose of this study is to provide a synthesized and structured overview of the state-of-the-art research focused on AR shopping.

Design/methodology/approach

The authors conduct a systematic literature review of the empirical academic corpus focused on shopping via AR technology.

Findings

The review reveals the diverse psychological (cognitive, affective, and social) as well as behavioral outcomes related to the use of AR in the shopping context. The authors integrate the results into a framework for AR induced consumer behavior in shopping, thereby providing an important overview of the dynamics in AR-related shopping and the factors influencing the adoption of the technology by consumers. Specifically, the authors encountered that the technological abilities of AR (e.g. in terms of interactivity, vividness, informativeness, etc.) are a source for enhanced utilitarian and hedonic shopping experiences that can support intentions to purchase a product, reuse an AR app, or recommend it to others. Importantly, our review reveals the demand for several avenues for future research.

Originality/value

The authors provide an overview and synthesis of how and where AR is employed in shopping contexts, what theories and technological characteristics of AR are commonly analyzed, and what psychological and behavioral outcomes AR has been found to evoke. Based on our findings, the authors derive a framework that illustrates the dynamics in AR shopping and give an in-depth discourse on 13 future research agenda points related to thematic, theoretical, methodological, and technological matters.

Details

Internet Research, vol. 33 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 12 July 2011

Hyunjoo Im and Young Ha

Casual online shoppers without a strong intention to purchase items can easily leave web sites within seconds. However, there is little research examining how and why consumers…

3287

Abstract

Purpose

Casual online shoppers without a strong intention to purchase items can easily leave web sites within seconds. However, there is little research examining how and why consumers are engaged momentarily when they are exposed to a target stimulus in a low involvement shopping situation. This online experiment study seeks to investigate the possibility of enhancing situational involvement with personal and stimulus factors, namely enduring involvement and perceived perceptual fluency, and to determine how enjoyment contributes to the relations among enduring involvement, perceptual fluency, cognitive effort, and situational involvement, in a low‐involvement online shopping context.

Design/methodology/approach

An online experiment was conducted to test the conceptual model. Two mock web sites with different levels of perceptual fluency were developed to test effects of perceptual fluency on situational involvement, and participants completed an online survey after viewing one on the web site.

Findings

Structural equation modeling was performed to test the proposed model (n=657). The result confirmed that perceived perceptual fluency elicited enjoyment, which in turn positively affected situational involvement, purchase intention, and cognitive effort. Enduring involvement influences enjoyment, cognitive effort, and purchase intention in a web‐browsing situation. Enjoyment plays a key role by mediating the perceptual fluency effect and enduring involvement effect on purchase intention and cognitive effort. The findings of the current study demonstrated that perceptual fluency of a stimulus could engage people by enhancing enjoyment.

Originality/value

The current study provides an insight into comprehensively understanding how situational involvement can be created through visual information display/web site design as well as a personal factor. The study uniquely approaches the issue of involvement and engagement through internal, psychological process of consumers. Also, the empirical support for the proposed model successfully extends the perceptual fluency hypothesis, contributing to the field of literature.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 15 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 4 November 2020

Ran Huang and Sejin Ha

Drawn from the concepts of processing fluency and mental imagery, the present study aims to fill the void by developing the mechanism underlying consumers' cognitive processing of…

2039

Abstract

Purpose

Drawn from the concepts of processing fluency and mental imagery, the present study aims to fill the void by developing the mechanism underlying consumers' cognitive processing of visually appealing digital content in social media (i.e. Instagram) of retail brands.

Design/methodology/approach

Data were gathered using a web-based survey method with consumers residing in the USA (N = 328). Structural equation modelling (SEM) was employed to investigate the proposed hypotheses. In addition, measurement invariance and multigroup analyses were conducted to test the moderation effect of need for cognition (NFC).

Findings

The results supported the pivotal role of mental imagery when consumers process visual messages in the context of a retail brand's Instagram. Both comprehension fluency and imagery fluency positively influence mental imagery, which in turn cultivates positive attitude towards the brand. The mediating role of mental imagery is confirmed. Furthermore, individuals' NFC interacts with imagery fluency but not with comprehension fluency such that high NFC strengthens the effect of imagery fluency on mental imagery. That is, when high-NFC consumers process information on Instagram, their perceptions of ease of generating imagery likely evoke visual representation of the brand's messages on Instagram in their minds.

Practical implications

This research provides feasible ways for brands to increase the effectiveness of digital marketing communications in social media (e.g. optimising of the contextual features of visual information and employing interactive features such as filters of social media to enhance processing fluency).

Originality/value

Within the context of digital retailing, this study provides a new perspective of consumers' imagery processing to investigate the effectiveness of visual-focussed messages.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

1 – 10 of over 2000