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The purpose of this study is to understand the magnitude of the impact advergames have on children’s preferences and choices for unhealthy products and brands, in terms of time of exposure (immediate vs delayed) and number of exposures (single vs repeated exposure). Past literature has focused essentially on the immediate effects of single exposures to advergames. Few studies explored the delayed or repetition effects and found wear-out effects of multiple exposure and also no delayed effects of single exposure. Therefore, this study will reduce the existent gap in the literature by studying simultaneously both effects.

A sample of 104 children aged 6-9 years old was used, divided into three groups (no exposure/single exposure/repeated exposure) in an experimental between-subjects design setting.

The results confirm the existence of all the expected effects: exposure to advergames has immediate and longer effects on a child’s preferences and choices of the brand depicted in the advergame and in that product category. Repeated exposure to the advergame enhances all the effects on the brand, but not on the product category.

Although earlier literature has already analyzed time and repetition effects on traditional media, or sought to analyze effects of advergames but with an adult sample, this article highlights the extent of these effects with children, and based on these results, reflects on the ethicality of using advergames with children on products high in fat, salt and/or sugar.

Omnichannel has become increasingly important with the development of e-commerce. In omnichannel, merchants expect customers to get the products and services at anytime, anywhere and in any way, and the same is true for customers. This drives multihoming in online platforms for both merchants and customers. Thus, once both customers and merchants are multihomed, what price and subsidy decisions should be made between platforms to compete to obtain optimal profits? The main purpose of this paper is to solve these problems and provide decision-making for two-sided platforms in omnichannel.

This study builds a dual Hotelling model to capture the utility and network effects of customers and merchants on two-sided platforms. This study introduces the exposure effect and convenience effect of multihomed customers and merchants in the model and analyzes the impact of these effects in the market with multihoming on one side. Then, this study extends the model to the market with multihoming on both sides and makes the pricing decision for two-sided platform when considering the exposure effect and convenience effect through an equilibrium solution. Finally, this study also uses numerical analysis to simulate the decision and profit of the platform.

This paper finds that the convenience effect will only increase social welfare when customers are single-homed and merchants are multihomed. In addition, when both users are multihomed, the platform will subsidize to attract merchants and customers if the convenience effect and exposure effect are relatively high. This study also finds that network effects come not only from the same platform but also from another platform in the case with multihoming on both sides. And network effects in the heterogeneous platform will be reduced by the convenience effect and exposure effect.

According to the behavioral characteristics of merchants and customers in omnichannel, this paper first adopts the dual Hotelling model to study the pricing of two-sided platforms with multihoming on both sides. This paper shows that network effects originate not only from the same platform but also from another platform and that the exposure effect and the convenience effect can exist as cross-platform network effects, which provides a new explanation for network effects in markets with multihoming on both sides. This research extends the theory of network effects and plays an important role in the development of two-sided platforms in omnichannel.

This study contributes to the understanding of the health effects of pesticides exposure and of how pesticides have been and should be regulated.

This study presents literature reviews for the period 2000–2013 on (i) the health effects of pesticides and on (ii) preference valuation of health risks related to pesticides, as well as a discussion of the role of benefit-cost analysis applied to pesticide regulatory measures.

This study indicates that the health literature has focused on individuals with direct exposure to pesticides, i.e. farmers, while the literature on preference valuation has focused on those with indirect exposure, i.e. consumers. The discussion highlights the need to clarify the rationale for regulating pesticides, the role of risk perceptions in benefit-cost analysis, and the importance of inter-disciplinary research in this area.

This study relates findings of different disciplines (health, economics, public policy) regarding pesticides, and identifies gaps for future research.

The purpose of this paper is draw together the different explanations of low attention advertising effects in the related, yet traditionally separate, paradigms of low involvement processing and mere exposure effects. Further to this, the paper aims to integrate these perspectives into a more holistic theoretical framework for researching and explaining low attention advertising effects.

A critical review of the consumer literature in the related areas of low involvement processing and mere exposure effects is undertaken. This reveals very different explanations of the psychological processes that underpin research within these paradigms, and gives rise to a conceptual problem in the understanding of how advertising creates effects under conditions of low attention.

This paper argues that these two streams of research should not be seen as competing theories, however, but that collectively they explain the different routes by which advertising creates effects under conditions of low attention. Specifically, the paper proposes an integrated model of advertising effects that identifies two distinct routes to the creation of advertising effects under conditions of low attention. This model is founded on the notion that mere exposure effects are essentially driven by perceptual processes, whilst low involvement processing is almost universally seen to be underpinned by conceptual processes.

As the two routes incorporate different psychological processes, it is argued that such a distinction gives rise to important implications for advertising design and research. These are discussed in detail.

This paper draws together the various strands of research from related, yet traditionally separate, fields of research and provides a framework in which to develop further empirical and theoretical work into low attention advertising effects.

This study examines the sensitivity of sales, profit margins and input costs to exchange rate movements for non‐financial, UK firms. The sample is a representative cross‐section of larger, publicly‐listed firms and is not limited to those directly involved in international trade. Surveyed firms provided data on both the direct and indirect components of economic exposure. As with other studies, we find a statistically significant relationship between a firm’s exchange rate sensitivity and the degree to which it sells, sources, or funds itself internationally. Contrary to the theory on economic exposure, only one indirect determinant, that for foreign‐based competition, is unambiguously significant. The other indirect effects, the degree of product differentiation, the demand elasticity for a firm’s output, and common input currencies for competitors, are not significant in our models. Our examination of the interactive effects suggested by the theory of economic exposure shows no statistical relationship to a firm’s exchange rate sensitivity. We attribute the weak evidence for competitive effects to the complexities of the indirect determinants of economic exposure at the firm‐specific level.

This paper aims to investigate the effects of brand placement repetition in music videos on consumers’ memory, brand attitudes and behavioral intentions, as well as, explores the effective frequency needed to achieve optimal advertising impact.

The proposed hypotheses and research questions were tested using an experimental approach. Participants watched a block of music videos containing various levels of brand placement repetitions. Afterward, participants completed a questionnaire designed to measure memory, brand attitudes and behavioral intentions.

At low levels (below 4–5 exposures), the repetition of a brand placement has a positive effect on brand memory, brand attitudes, intentions to buy and to recommend the brand to others. However, further increases in repetition had detrimental effects on brand attitudes and purchase intentions, but not on memory measures. Additionally, the effects of brand placement repetition on brand attitudes and memory measures were moderated by respondents’ brand familiarity.

The effects of brand placements were measured through explicit tests that refer to the placement event. Researchers are encouraged to test suggested propositions by using implicit tests.

The results of this study can serve as guidance for marketing practitioners on optimal ways to integrate their brands into the contents of mass media programming.

Despite the increasing usage of music videos in marketing promotions, limited scholarship explores the effects of placing consumer brands in this promising medium. Current research addresses this gap and contributes both to brand placement literature and scholarship on advertising repetition.

Previous literature has discussed the importance of two types of social media exposures: owned social media (OSM) exposures generated by service providers and earned social media (ESM) exposures initiated by consumers. This study aims to examine the relative effects of owned and ESM exposures on brand purchase, as well as their advertising externality to competing brands. Rooted in theory of planned behavior and advertising externality literature, this study hypothesizes that owned and ESM exposures positively influence brand purchase. Such effects, however, can spill over to competing brands that invest in social media marketing and co-exist in the market.

This study collects brand purchase records and social media messages on the Facebook brand pages of a group of service providers over 12 months. The data are assembled for time series analysis with the unit of analysis being “brand × bi-week”.

Using a blend of fixed-effects models and seemingly unrelated regressions, this study finds that both owned and ESM exposures positively affect brand purchase, the purchase effect of OSM exposures is greater than ESM exposures, OSM exposures generate not only more purchase of the focal brand but also positive advertising externality to competing brands, whereas ESM exposures locks up the advertising effect to the focal brand without spilling over to competing brands.

This study advances the understanding about the externality of social media exposures in an increasingly competitive market where multiple brands invest in social media marketing and co-exist. Important implications on the strategic use of social media exposures to drive brand purchase while competing with similar brands are provided.

Incivility is widespread in the workplace and has been shown to have significant affective and behavioral consequences. However, the authors still have a limited understanding as to whether, how and when discrete incivility events impact team performance. Adopting a resource depletion perspective and focusing on the cognitive implications of such events, the authors introduce a multi-level model linking the adverse effects of such events on team members’ working memory – the “workbench” of the cognitive system where most planning, analyses, and management of goals occur – to team effectiveness. The model which the authors develop proposes that that uncivil interpersonal behavior in general, and rudeness – a central manifestation of incivility – in particular, may place a significant drain on individuals’ working memory capacity, affecting team effectiveness via its effects on individual performance and coordination-related team emergent states and action-phase processes. In the context of this model, the authors offer an overarching framework for making sense of disparate findings regarding how, why and when incivility affects performance outcomes at multiple levels. More specifically, the authors use this framework to: (a) suggest how individual-level cognitive impairment and weakened coordinative team processes may mediate these incivility-based effects, and (b) explain how event, context, and individual difference factors moderators may attenuate or exacerbate these cognition-mediated effects.

This paper aims to develop an experimental paradigm to assess effects of degrees of logo change on logo processing speed to provide rigid tests of the effects of objectified degrees of logo changes and to understand how degrees of logo change interact with consumer and market conditions.

Experiment 1 (N = 120) used a 3 (degree of change: no vs small vs substantial change) unifactorial between-subjects design to develop the experimental paradigm for the effects of degrees of logo change. Experiment 2 (N = 148) examined effects of brand consciousness and exposure in a 3 (degree of change: original vs small vs substantial change) × 2 (exposure: 1 vs 3 exposures) between-subjects design with brand consciousness as a continuous moderator to extend the paradigm to a more naturalistic marketing communication setting.

Substantial logo changes harmed processing speed of highly brand conscious consumers in particular. Furthermore, substantial logo changes decreased processing speed, which was compensated by repeated exposure to the redesigned brand logo.

The findings suggest that brand consciousness creates a tunnel vision, which impairs openness to changes in brand image. Furthermore, the findings imply that brand logos can be (substantially) changed without hurting logo processing speed: only a few exposures are needed to neutralize these effects.

This is the first study that provides rigid tests of objectified degrees of logo changes, extended to a more naturalistic marketing communication setting, by examining brand consciousness and exposure effects.