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This study examines the effect of design quality (i.e. appearance, navigation, information and interactivity) on cognitive and affective involvement leading to continued intention to use the online learning application.

We assume that design quality potentially contributes to enhance the individual's involvement and excitement. An experimental prototype is developed for collecting data used to verify and validate the proposed research model and hypotheses. A partial-least-squares approach is used to analyze the data collected from the participants (n = 662).

Communication, aesthetic and information quality revealed to be strong determinants of both cognitive and affective involvement. However, font quality and user control positively influence cognitive involvement, while navigation quality and responsiveness were observed as significant indicators of affective involvement. Lastly, cognitive and affective involvement equally contribute to determining the continued intention to use.

This study will draw the attention of designers and practitioners towards the perception of users for providing appropriate and engaging learning resources.

Prevalent research in the online context is focused primarily on cognitive and utilization behavior. However, these works overlook the implication of design quality on cognitive and affective involvement.

This study aims to explore how different involvement levels within a single television program influence recall of cognitive vs affective advertisements aired during that television program.

Two studies of 2 (program involvement: high vs low) × 2 (advertisement involvement: cognitive vs affective) between subject design were conducted; one study was for cognitive program and other study was for affective program. Existing scales were used after conducting reliability and validity tests.

The influence of different levels of involvement with a television program on recall of cognitive and affective advertisements was found. Specifically, recall of cognitive advertisement was found to be higher when involvement with television program is low than when involvement with program is high. Recall of affective advertisement was found to be lower when involvement with program is low than when involvement with program is high.

Results indicate that cognitive advertisements are recalled more at point of low involvement with program, whereas affective advertisements are recalled at point of high involvement with program. The implications are in the field of understanding and making advertisement airing decisions.

When the television program progresses, the story tends to build, and hence, the involvement increases. Therefore, involvement level with the program at initial point and later point can vary. This study identified the possibility of cognitive advertisement being recalled more at initial point of a television program, i.e. at low involvement, and affective advertisement being recalled more at the later point of the same television program, i.e. at high involvement.

Employing cognitive dissonance theory, this study examines how consumers’ preexisting attitudes toward an issue, value involvement with the issue and consumer-company identification (CCI) influence their reactions to corporate social advocacy (CSA) through cognitive dissonance.

Study 1 conducted a 2 (CSA position: pro vs anti) × 3 (preexisting issue attitude: pro vs neutral vs anti) online quasi-experiment. The CSA messages were created in the context of same-sex marriage(s). Study 2 tested the hypotheses using an online survey in the context of gun control.

The results indicated that a conflict between consumers’ preexisting attitudes and a corporation’s stance on a controversial issue led to cognitive dissonance, which further led to consumers’ perceptions of the corporation being biased in both studies. Study 1 and Study 2 suggested a mixed effect of cognitive dissonance on participants’ inclination to disidentify with the corporation. Preexisting CCI appeared to have a direct negative influence on cognitive dissonance; however, value involvement and preexisting CCI were not found to significantly enhance the influence of consumers’ attitudes toward CSA on cognitive dissonance.

The study first extended the theoretical discussion of cognitive dissonance to a trendy strategic communication context. The results help public relations practitioners to better understand the segmented public groups and the risk of taking a stance on controversial issues.

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.

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.

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.

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.

The purpose of this paper is to provide a model of consumer response to music in broadcast commercials outlining four variables (listening situation, musical stimulus, listener characteristics, and advertising processing strategy) that affect a consumer's attitude toward the advertising music (A_am).

The paper takes the form of an integrative review of the relevant literatures from the psychology of music, marketing, and advertising.

A_am can be positively but also negatively influenced by many factors. Only some of these variables are employed in any typical study on consumer response to music, which may account for some conflicting findings.

The paper discusses factors for effectively using commercial music to affect A_am, with special focus on advertising processing strategy. Advertisers are urged to exercise extreme caution in using music and to always pretest its use considering factors identified in this paper. The paper suggests ways in which the model can guide future research.

The paper integrates diverse literatures and outlines the major variables comprising our model of consumer response to advertising music. Advertisers can use these variables as a checklist for factors to consider in selecting ad music.

The purpose of this paper is to examine the effects of interactive and social features on users' online experiences and their purchase intention of virtual goods from a social network site.

A banner with a hyperlink that connected to the author's web survey was posted on the homepage of Facebook. Of the 258 responses returned, 176 were fully completed. Measurement items were adapted from previous literature. Structural equation modeling (SEM) was used to evaluate the research model and hypotheses testing.

The results of an empirical study supported the use of the stimuli‐organism‐response (S‐O‐R) model in a social networking site and showed how environmental features should be incorporated to enhance users' online experiences and purchase intentions. Specifically, social identity showed the strongest influence on involvement and flow. More specifically, affective involvement showed the greatest influence on purchase intention compared to flow and cognitive involvement.

The relative importance of both interactivity and social identity in platform features in shaping consumers' online experiences should not be ignored. The author suggests online games or apps. Additionally, platform providers should advance social identity features that show a strong positive impact on users' online experiences.

With the proliferation of online social gaming, there is growing evidence for virtual goods consumption; however, relatively few studies have discussed this phenomenon. This paper draws on hypotheses from environmental psychology; specifically, users' intentions to purchase are modeled on user responses to the online stimuli of a Web platform and the online experience that such an environment elicits.

Storytelling is a method for training essential life issues as storytelling can assist learners to consider the story not just as a source of entertainment but as a practical lesson. In fact, teachers can encourage even the most unwilling students by engaging the students in storytelling while maintaining students' attention through narration using sounds and gestures. The present study aims to examine the effect of the university instructor’s narrative on English as a Foreign Language (EFL) student’s sustained attention, emotional involvement and cognitive learning.

To do so, the study adopted a quasi-experimental research design with the aim of focusing on the students’ performance within two different virtual classes. University students’ sustained attention, emotional involvement and cognitive learning were assessed in control and experimental groups before and after the treatment. To measure students’ sustained attention, Wei et al.’s (2012) scale, which comprises six items, was used. Besides, emotional involvement was assessed through Golestani’s (2017) engagement questionnaire. To check students’ cognitive learning, the scale designed by Richmond et al. (1987) was utilized. The summaries and conclusions in the experimental class were ingrained in instructors’ pedagogical repertoires, as the repertoires offer students an alternative way to understand course material beyond a straight lecture. Students in the experimental group were also asked to ponder over the materials presented to the students each session, and the students were supposed to present a one to two-paragraph note on the possible implications of the materials instructed at each session.

The results of independent samples t-test indicated that there was a statistically significant difference between the two groups regarding the degree of their sustained attention, emotional involvement and cognitive learning. The findings of the present study can raise instructors’ awareness toward the application of narratives in their instructional methodologies, as well as putting forth significant strategies to enhance students’ sustained attention, emotional involvement and cognitive learning through narratives.

The theoretical framework of the study derives from Kromka and Goodboys (2018) conceptualization of instructor narrative (IN), defined as the explicit presentation of the lessons conclusion at the end of each session. Previous studies on narrative have primarily focused on learners’ narrative as an educational tool. Later studies on teacher narratives conceive this as the teachers’ personal anecdotes and story-like accounts of others’ experiences; nonetheless, the position which is taken in this study is more academically laden and is based on the information instructed in each session.

The purpose of this paper is to investigate the impact of product description and involvement on purchase intention in a cross-border e-commerce (CBEC) setting from a psychological perspective.

This study proposes a research model of purchase intention in CBEC based on the involvement theory and commitment-involvement theory. The research model was tested using the covariance-based structural equation modeling technique. Data were collected from consumers on a popular CBEC platform in China.

A high-quality product description has no significant positive effect on purchase intention, but it has significant positive effects on product cognitive involvement, product affective involvement, platform enduring involvement and platform situational involvement. In addition, product affective involvement, platform enduring involvement and platform situational involvement all have significant positive effect on purchase intention, but this effect is not significant in the relationship between product cognitive involvement and purchase intention.

This study calls for sellers to optimize product descriptions on CBEC platforms in order to attract more buyers and generate more profits.

This study integrates two theories of involvement into the research model in the CBEC context. Based on this model, the authors analyzed how product description affects purchase intention under the joint influence of two involvement factors.

People around the world are not sufficiently capable or willing to engage in retirement planning. New technological tools have been proposed as a promising solution to foster involvement and consequently encourage retirement planning. This paper aims to test whether an interactive online pension planner can improve participants’ behaviour, behavioural intentions, attitude, knowledge and perceived ease of use, usefulness and enjoyment.

In collaboration with a company specialised in technologically advanced pension planners, three different versions of an online pension planner were created. The control condition only allowed participants to check their pension situation and the composition of future retirement income. In the medium interactivity level, participants could choose to modify certain variables affecting their pension income, on top of the features from the control. The highly interactive planner additionally included an interactive budget tool and showed whether the accumulated pension income was sufficient to cover the desired spending. Data were collected with the help of an online panel (N = 285).

This paper finds a positive effect of interactivity on behaviour within the planner, that is, the number of clicked options, as well as on participants’ intention to check their personal pension situation in the upcoming three to six months. Moreover, this paper finds gender differences: male participants prefer a high level of interactivity, while women prefer a medium level.

An interesting modification to the current research design would be to use personal, self-relevant data in the online pension planner. Moreover, conducting the study in a computer laboratory could increase concentration on the task, and hence involvement. Next to gender, there might be other factors that possibly influence the results. It would be interesting to investigate other measures of behaviour such as the time spent on the pension planner. Further research should also study the effects of other features that shape user’s perception of interactivity, which include human-to-human interactivity.

The results show that technological services, such as advanced online pension planners, can positively affect engagement with retirement planning. Thus, pension providers are encouraged to use interactive online pension planners. The results with respect to gender suggest tailoring pension planners to match specific preferences of recipients. New service technologies provide novel opportunities to cater to individual differences by, for example, integrating less interactive features for women than for men in a pension planner. Moreover, cognitive involvement should be stimulated by integrating relevant, interesting and valuable information.

Lack of engagement with retirement planning is an important challenge to Western societies. People who do not sufficiently search for information about their expected pension benefits may encounter significant pension gaps resulting in detrimental welfare effects at retirement. This problem is enhanced by the fact that increasingly, the risks and responsibility for retirement planning are being shifted towards pension plan participants themselves. Thus, finding ways to increase engagement with retirement planning by making use of advances in service technologies brings benefits to society.

First, this paper contributes to the customer engagement literature by studying how new technological interfaces improve user experiences, knowledge and engagement within the low involvement context of retirement planning. Second, this paper advances service research by zooming in on customer heterogeneity in using the technology-based online pension planner and studying the moderating effect of involvement and gender more closely. Third, this paper contributes to the financial services literature by studying how new service technologies can help to increase attitudes, knowledge and engagement with retirement planning.

Sponsorship has undeniably become one of the fastest growing global marketing practices. Business corporations seek sponsorship opportunities to actualize their overall organizational objectives, marketing goals, and promotional strategies, particularly to enhance brand equity. This study aimed to examine the influence of consumers’ involvement, emotions, and attitude toward Beijing Olympic Games on the branding effects of the event.

Participants (N=556) were university students in China who had watched at least some coverage of Beijing Olympic Games. Two duplicate versions of a questionnaire were formulated and respondents were randomly selected to evaluate perceived branding effects of Beijing Olympic Games to be sponsored by two brands – Li‐Ning and Nongfu Spring.

An analysis of the structural model, relating brand loyalty, perceived quality, and brand association/awareness to respondent's involvement, emotional responses, and attitude toward the event, revealed that the proposed model fit the data well (CFI=0.96, TLI=0.98, RMSEA=0.048, WRMR=0.93). The findings revealed that branding effects were positively associated with consumer's attitude toward the sponsored event, which was partially determined by consumer's involvement and emotions.

This study examined the relationships among respondent's affective and cognitive involvement, negative and positive emotional responses, and attitude toward the Beijing Olympic Games on the perceived branding effects of event sponsorship.