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The influence of different factors including emotional states on loyalty has been previously discussed in the literature. However, the influence of post-visit emotions evoked by emotional stimuli on tourist loyalty lacks empirical attention. The purpose of this study is to investigate the effects of post-visit emotional stimuli on destination loyalty.

The study applied an online scenario-based experimental design to identify the impact of positive and negative affective pictorial stimuli on destination loyalty. A sample of 500 adult US residents who visited Orlando within the past 12 months was recruited to take part in the experiment. One-way ANOVA was used to compare the loyalty of three groups, two of which were manipulated with emotional stimuli, positive pictures and negative pictures and one control group with no pictures.

Results show that it is possible to influence visitor loyalty after visitation. Post-visit exposure to positive emotional stimuli generates higher levels of destination loyalty, while negative emotional stimuli generate lower levels of destination loyalty, in comparison with no stimuli scenario.

The study adds to the literature by providing support for the influence of post-visit emotional stimuli on destination loyalty, which lacked empirical attention, thus, far. As visitor experience lasts much longer than the visit itself, the study results are significant for increasing destination loyalty after the trip.

The communication effect of four types of alcohol advertisement, i.e. humorous, warm, erotic and non‐emotional, are studied in Belgian and Polish samples of young consumers. Ad recognition, brand attribution, ad evoked feelings, cognitive and affective reactions, attitude towards the ad, the brand and purchase intention, are measured and compared between the Belgian and the Polish group. A lot of similarities between Polish and Belgian subjects emerge. Emotional appeals generate a more positive ad and brand attitude, and humour is the most effective emotional appeal. Basic ad evoked feelings are very similar in both groups. On the other hand, some differences are observed. Erotic ads do a better job in Poland than in Belgium. An evoked irritation leads to negative communication effects only in Belgium, but not in Poland. Polish consumers seem to rely more on cognitive responses to form an attitude towards the brand, while affective responses are more important for Belgium consumers.

The purpose of this paper is to develop and apply the sequential incident laddering technique as a novel approach for measuring customer service experiences. The proposed approach aims to correspond with the concept's theoretical foundation in the extant literature.

The paper applies the sequential incident laddering technique to measure customer service experiences. The technique integrates two well‐established methods in service marketing: sequential incident and laddering techniques. The data collected from 41 customers in a hotel and restaurant experience context illustrate that the method corresponds with the key themes of the proposed experience concept and experience formation process.

Applying the proposed technique reveals first, the customer's cognitive and emotional responses to company stimuli. Second, the salient customer cognitions and emotions across several episodes of the service interaction process are identified. Third, the personal values which drive the customer's service experience are disclosed.

The empirical study is a first illustration of the proposed measurement approach in only one company based on a limited sample size. The methodological contributions and development opportunities for further applications are set out for different contexts and in combination with other methods.

The proposed method integrates customer and company‐related constructs. Therefore, the data collected can provide managers with guidelines for customer service experience design based on detailed customer feedback.

The paper proposes an innovative measurement approach to customer service experiences which can support knowledge development in an important marketing area.

The purpose of this paper is to utilize the spontaneous brain potentials as an index to quantifying the consumers’ inner emotions, and propose an objective method to obtain the clothing recognitions of consumers by only monitoring brain activities.

Different styles of men’s casual jacket were studied as a case. The research included four phases: first, stimuli samples were constructed by clustering algorithm. Second, self-report for the perception of stimuli samples were recorded by self-assessment manikin. Third, real-time brain potentials while viewing stimuli samples were recorded and analyzed. Finally, the output data were compared with the classical research achievements of visual evoked emotional ERPs to examine the effectiveness.

The results indicated significant difference in main effect of different emotional categories which was identified a corresponding relationship between the emotional trigger and the emotional reaction, of which the early components were the typical components that provided the major physiology characteristics for emotional fashion design. The middle components could be used as the assist reference indexes. The negative stimuli were first noticed because its shorter processing times and larger amplitudes. The comparison confirmed that the proposed method was capable of quantifying cognitive activities of consumers by only monitoring brain activities and then transferred the analyzed data to the design references.

The results quantifying the qualities of consumers’ emotional preference for men’ casual jackets based on the neural mechanism of human brain, which could eliminate the systematic biases associated with the uses of words and semantic comprehension in self-report methods. The proposed method may help to enrich and complete the sentimental fashion design for the cognitive experience of consumer oriented. Moreover, it also could be beneficial to optimize design process and improve efficiency and core competitiveness for clothing producers.

This research used a Phenomenography approach of Eye Tracking to study the Biometric changes when participants were subjected to eight static subliminal images hidden in seven differently designed packages. Embeds or static subliminal stimulus in the form of pictures and words were hidden in seven different perfume packages and were used to study the changes experienced between the two groups, one of which was subjected to subliminal stimulus. This study was conducted in the Neuro Lab located in the SP Jain Sydney campus. A total of 46 healthy participants were separated into two groups, with one group shown image packages with static subliminal stimulus while the other group was shown image packages without any subliminal stimulus. Eye Tracking data was collected using iMotions. A detailed analysis of the Area of Interest (AOI), Fixation and Heat Map revealed that only a percentage of the participants visited the AOI with the hidden subliminal stimulus, but the participants who noticed the AOIs with the subliminal stimulus especially the male participants spent more time in the AOI indicating that they could be consciously processing the subliminal static stimulus. A statistical analysis of the time to first fixations (TIFF) revealed that the subliminal stimulus was not the first point of attraction.

This study aims to investigate whether digital advertising can be effective despite consumer inattention and how certain common combinations of ad characteristics increase or decrease ad effectiveness under conditions of low attention.

Using two online experiments in naturalistic environment, the authors compare ad effects under focussed, divided and incidental attention, for certain ad characteristics, namely, appeal type and (mis)matching between appeal and brand type. The results are analysed using logistic regression.

Ad exposure under low attention does increase brand consideration and choice. The greatest uplift in impact occurs when moving from non-exposure to incidental attention. Under incidental attention, emotive advertising was more effective than rational advertising, as was matching rather than mismatching an emotional appeal to a hedonic brand. Conversely, under divided attention, rational advertising and mismatching a rational appeal to a hedonic brand were more effective.

This research explores the effectiveness of Twitter ads with an emotional or a rational appeal and the (mis)matching between appeal and utilitarian or hedonic brand type. Future research can examine other formats and creative elements of digital advertising that can affect the low-attention processing and the effects that occur.

Intrusive, attention-getting advertising strategies may not be necessary. Certain common creative devices can increase advertising effectiveness despite low attention, so marketers can ensure consumer-centric marketing communication.

There has previously been limited understanding of low-attention mechanisms in advertising and little evidence of ad effectiveness under conditions of low attention. The research also demonstrates that certain ad characteristics, linked to common creative devices, enhance the impact of advertising despite low attention.

The study aims to evaluate the effect of inducing emotions (neutral, joy and fear) on the level of visual attention in beer advertisements.

A between-subject experimental study with a multi-method design was carried out using three neuroscience equipment concomitantly. The electroencephalogram and the electrical conductance sensor on the skin were used to assess the emotions induced in the individuals, while eye-tracking was used to assess the visual attention to beer advertisements. Three independent groups were formed. Each group was induced to one emotion (neutral, joy or fear), and then the level of visual attention was observed in ten stimuli of beer advertisements.

The results revealed that the induction of joy increased the visual attention to the brand name, while the induction of fear increased the visual attention to both the brand name and product packaging but reduced the visual attention to human faces within the ads.

This paper extends the literature, and to the best of the authors’ knowledge, it is the first study to indicate that induced emotions before ad viewing influence potential consumers’ visual attention.

The findings can serve as a basis for developing advertising campaigns that use emotion induction before ad viewing to increase the visual attention of potential consumers.

To the best of the authors’ knowledge, this is the first study to investigate whether the emotion induction that happens before ad viewing can impact the level of visual attention to advertisements. The study also provides clear and comprehensible implications from marketing practices to improve visual attention to ads.

This study investigates the influence of artificial intelligence (AI) stimuli on customer stickiness (CS), the mediation effects of social presence (SP) and the moderating impacts of customer traits in this influencing process.

Drawing on the arousal theory and social response theory, a conceptual model was established and tested by a data set of 268 customers in the catering industry.

The results indicate that AI stimuli, such as perceived personalization and perceived interactivity, positively affect CS. SP partially mediates the influence of AI stimuli on CS. Customer traits such as customers' need for interaction (NFI) and novelty seeking (NS) actively moderate the mediating effects of SP.

This study advances the interactive marketing literature from three aspects. Firstly, instead of focusing on the functional aspects of AI stimuli, it extends our understanding of AI-enabled interactive marketing by examining the effects of social and emotional aspects of AI stimuli on customer response. Secondly, it extends our understanding of social response by illuminating the mediating effects of SP between AI stimuli and CS. Finally, it provides new insights and empirical evidence for the research focus on customer traits in AI-enabled interactive marketing.

This study aims to understand how retailscape of pop-up stores could influence young Chinese tourists’ emotional response and their subsequent shopping intention in the context of luxury retailing.

A quantitative approach was chosen. Building on the theoretical framework of the stimulus–organism–response (S–O–R) theory, a pop-up store retailscape behavior model was developed to explore the effect of retailscape on young Chinese tourists’ emotional response and patronage intention in a luxury retail setting. In total, 226 structured questionnaires were collected onsite.

The multiple regression analysis reveals that a luxury pop-up store’s retailscape has a positive influence on young Chinese tourists’ emotional response, but it only has a partial influence on their patronage intention. In addition, the result suggests that young Chinese tourists’ emotional response positively influences their patronage intention in luxury pop-up stores.

The study reveals how retailscape influences behavior among the younger generation, and the results provide important references for the luxury retailers in future design and management of pop-up stores so as to attract and retain the interest of the younger generation.

This study puts retailscape effect under scrutiny in the context of luxury pop-up stores which attract young Chinese tourists, who are regarded as one of the major patrons supporting exclusive retail brands in the world. The stimuli element in the S–O–R model is, thus, reexamined in the context of luxury pop-up stores.

In an online shopping environment, individual reviews and aggregated ratings are important anchors for consumers’ purchasing decisions. However, few studies have considered the influence of aggregated ratings on consumer decision-making, especially at the neural level. This study aims to bridge this gap by investigating the consumer decision-making mechanism based on aggregated ratings to uncover the underlying neural basis and psychological processing.

An event-related potential experiment was designed to acquire consumers’ electrophysiological records and behavioral data during their decision-making processes based on aggregated ratings. The authors speculate that during this process, review valence categorization (RVC) processing occurs, which is indicated by late positive potential (LPP) components.

Results show that LPP components were elicited successfully, and perceptual review valence can modulate its amplitudes (one-star [negative] and five-star [positive] ratings evoke larger LPP amplitudes than three-star [neutral] ratings). The electroencephalogram data indicate that consumer decision-making processes based on aggregated ratings include an RVC process, and behavioral data show that easier review valence perception makes the purchase decision-making easier.

This study enriches the extant literature on the impact of aggregated ratings on consumer decision-making. It helps understand how aggregated ratings affect consumers’ online shopping decisions, having significant management implications. Moreover, it shows that LPP components can be potentially used by researchers and companies to evaluate and analyze consumer emotion and categorization processing, serving as an important objective physiological indicator of consumer behavior.