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Article
Publication date: 12 August 2011

Yu‐feng Huang and Feng‐yang Kuo

Because presentation formats, i.e. table v. graph, in shopping web sites may promote or inhibit deliberate consumer decision making, it is important to understand the…

2281

Abstract

Purpose

Because presentation formats, i.e. table v. graph, in shopping web sites may promote or inhibit deliberate consumer decision making, it is important to understand the effects of information presentation on deliberateness. This paper seeks to empirically test whether the table format enhances deliberate decision making, while the web map weakens the process. In addition, deliberateness can be influenced by the decision orientation, i.e. emotionally charged or accuracy oriented. Thus, the paper further examines the effect of presentations across these two decision orientations.

Design/methodology/approach

Objective and detailed description of the decision process is used to examine the effects. A two (decision orientation: positive emotion v. accuracy) by two (presentation: map v. table) eye‐tracking experiment is designed. Deliberateness is quantified with the information processing pattern summarized from eye movement data. Participants are required to make preferential choices from simple decision tasks.

Findings

The results confirm that the table strengthens while the map weakens deliberateness. In addition, this effect is mostly evident across the two decision orientations. An explorative factor analysis further reveals that there are two major attention distribution functions (global v. local) underlying the decision process.

Research limitations/implications

Only simple decision tasks are used in the present study and therefore complex tasks should be introduced to examine the effects in the future.

Practical implications

For consumers, they should become aware that the table facilitates while the map diminishes deliberateness. For web businesses, they may try to strengthen the impulsivity in a web map filled with emotional stimuli.

Originality/value

This research is one of the first attempts to investigate the joint effects of presentations and decision orientations on decision deliberateness in the internet domain. The eye movement data are also valuable because previous studies seldom provided such detailed description of the decision process.

Article
Publication date: 7 August 2017

Qi Wang, Lin Wang, Xiaohang Zhang, Yunxia Mao and Peng Wang

Because online shopping is risky, there is a strong need to develop better presentation of online reviews, which may reduce the perceived risk and create more pleasurable…

2739

Abstract

Purpose

Because online shopping is risky, there is a strong need to develop better presentation of online reviews, which may reduce the perceived risk and create more pleasurable shopping experiences. To test the impact of online reviews’ sentiment polarity presentation, the purpose of this paper is to adopt a scenario experiment to study consumers’ decision-making process under the two scenarios of mixed presentation and classified presentation of online reviews collected from Jingdong.com in China: focusing on the comparative analysis on the differences of the consumers’ perceived risk, purchase intention and purchase delay, and further studying the interaction effect of involvement and online reviews’ sentiment polarity presentation.

Design/methodology/approach

This paper employed a 2×2 factorial experiment to test the hypothesis. The experimental design is divided into four groups: 2 (online reviews’ sentiment polarity presentation: mixed presentation vs classified presentation) × 2 (involvement: low vs high), each of which contains 90 samples. Through the data analysis, the main effect, mediation effect and moderating effect were examined.

Findings

The results show that compared with mixed presentation, classified presentation can reduce purchase intention and increase purchase delay due to the existence of loss aversion and availability heuristic. Furthermore, the paper also confirms that there is a significant interaction effect between involvement and online reviews’ sentiment polarity presentation.

Originality/value

The existing research pays less attention to the impact of online reviews presentation on consumers’ decision making, especially the lack of discussion on the interaction effect between involvement and online reviews presentation. For this reason, this paper proposes a problem, which concerns whether mixed presentation and classified presentation of online reviews will affect consumers’ decision making differently.

Article
Publication date: 13 May 2022

Arif Widyatama and I Made Narsa

This study aims to identify the effect of the format of a presentation and the form of information on the decision-making process of non-professional investors in…

Abstract

Purpose

This study aims to identify the effect of the format of a presentation and the form of information on the decision-making process of non-professional investors in Indonesia. Investor behaviors, including acquisition, evaluation, weighting, judgment, and allocation decisions, are explained explicitly after taking a look at the form of the information and the way it is conveyed in various presentation formats.

Design/methodology/approach

This research used web-based experiments. It used a 2 × 2 between-subjects design. Eighty-nine selected students acted as surrogate investors. They were provided with company performance reports presented in different report formats (integrated versus non-integrated) and different forms of information (visual versus descriptive).

Findings

The results showed that information, when presented visually, is more influential on investment allocation decisions in Indonesia. In addition, the result of the post hoc test indicated that integrated reports are more influential than non-integrated reports.

Research limitations/implications

The results of this study have significant implications for companies that publish financial and non-financial disclosures. The reports are required to be presented in an integrated and visual form in order to increase the investors' level of understanding so they can comprehend a company's performance holistically.

Practical implications

It is necessary for Indonesian policymakers to create regulations regarding the presentation of financial and non-financial information in an integrated and visual way.

Originality/value

This study fills a gap in the literature on integrated reports by showing that the visualization of information in such reports increases the level of understanding that underpins investment decision-making. Furthermore, this study contributes to cognitive load theory by providing evidence that the kind of presentation of information that facilitates people's cognitive ability is not only in the narrative form but visual presentation also works.

Details

Journal of Applied Accounting Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0967-5426

Keywords

Article
Publication date: 17 August 2021

Minxue Huang, Xiu Hu and Shiyong Zheng

There is always a matching effect in advertising persuasion – the information that matches product characteristics or target consumer characteristics is considered to be…

136

Abstract

Purpose

There is always a matching effect in advertising persuasion – the information that matches product characteristics or target consumer characteristics is considered to be relatively more persuasive. Based on the accessibility-diagnosability theory, this paper discusses the influence of the matching degree between the information presentation (vague description and precise description) and product attribute (vertical attribute and horizontal attribute) on people's attitudes toward advertising.

Design/methodology/approach

Study 1 aims to explore the impact of the matching effect of different information presentation methods (precise presentation vs vague presentation) and product attribute (horizontal attribute vs vertical attribute) on consumers' attitudes toward advertising; secondary data was used to support this research. Study 2 mainly used the situational simulated experiment to examine the results of study 1, and further explored the mediating mechanism of its matching effect.

Findings

The authors found that the matching degree between the information presentation method and product attribute will positively affect the fluency of advertising information processing, that is, the use of vague description of product vertical attribute can positively affect consumers' extraction fluency; while the use of precise description of product horizontal attribute can positively affect consumers' processing fluency, and both extraction fluency and processing fluency will positively affect consumers' attitude toward the advertisement.

Originality/value

An essential enlightenment of the research is that it sheds light on the interaction between product attribute (vertical attribute vs horizontal attribute) with the information presentation method (vague description vs precise description) from the perspective of accessibility-diagnosability theory, which explains consumers' information processing mechanisms in dealing with different advertising information.

Details

Journal of Contemporary Marketing Science, vol. 4 no. 2
Type: Research Article
ISSN: 2516-7480

Keywords

Book part
Publication date: 8 August 2014

Jason Chen, Vicky Arnold and Steve G. Sutton

Companies frequently use Internet Financial Reporting (IFR) to distribute financial and nonfinancial information to stakeholders. Research suggests that companies often…

Abstract

Companies frequently use Internet Financial Reporting (IFR) to distribute financial and nonfinancial information to stakeholders. Research suggests that companies often distribute information via the web for impression management purposes in order to diffuse potential negative reactions and/or to promote positive reactions to corporate policies and actions. The purpose of this study is to investigate whether web disclosure of environmental information and the presentation format influences the outcomes of litigation awards. Results indicate that even a partial web disclosure of pending environmental sanctions on a company’s financial statement reduces the compensatory and punitive damages that jurors award when shareholders suffer losses as a result of environmental sanctions. The results also indicate that firms using enhanced presentation formats when disclosing environmental information further reduce the amount of damages awarded against them. These results have implications for users and preparers of IFR, and for policy makers weighing mandates for disclosure of nonfinancial information in annual reports.

Details

Advances in Accounting Behavioral Research
Type: Book
ISBN: 978-1-78190-838-9

Keywords

Open Access
Article
Publication date: 28 March 2022

Wen Gao, Jianhua Wei, Yu Li, Dongxue Wang and Lele Fang

This study aimed to investigate positive associations between three main motivations (social interaction, information and entertainment) for the use of social network…

1090

Abstract

Purpose

This study aimed to investigate positive associations between three main motivations (social interaction, information and entertainment) for the use of social network sites (SNSs) and users' well-being, as well as the multiple mediating effects of perceived social support, positive and honest self-presentation.

Design/methodology/approach

A sample of 759 active users of SNSs (WeChat Moments, Qzone and Weibo) aged 14–43 years was measured with online questionnaires. Correlation analysis and structural equation modeling were implemented to examine the corresponding hypotheses.

Findings

The results showed the overall intensity of motivations was positively associated with users' well-being; perceived social support and positive self-presentation played intermediary roles and honest self-presentation and perceived social support had a chain mediation effect. However, the motivations of social interaction, information and entertainment indirectly affected users' well-being through three different mediation paths.

Originality/value

Although some studies have investigated the effects of motivations (including social interaction, information and entertainment) for SNS use on users' well-being, there has not been a consistent conclusion. The findings may shed light on the motivations for SNS use and how they may affect people's well-being in the digital era, thereby promoting their healthy use of SNSs as well as improved interface design and user management of SNSs.

Details

Aslib Journal of Information Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2050-3806

Keywords

Article
Publication date: 20 November 2007

Douglas Brownlie

The aim of this paper is to introduce the topic of poster presentation as legitimate area of academic study and practice within the marketing discipline.

5819

Abstract

Purpose

The aim of this paper is to introduce the topic of poster presentation as legitimate area of academic study and practice within the marketing discipline.

Design/methodology/approach

The paper presents the output of one part of a research project that reviewed the state of knowledge and practice within poster presentation as a dissemination medium for research information. The results of the literature search are presented as an annotated bibliography.

Findings

The literature search reveals a sizeable body of material on the use of poster presentation as a dissemination media, indicative of a set of key themes that guide good practice in poster design, construction and presentation. It also includes material that has studied the use of poster design and presentation exercises as pedagogical devices.

Research limitations/implications

The research on which the paper is based is limited by virtue of not offering a more complete survey of contemporary poster presentation practice across the sciences. It draws observations from the author's attendance at several marketing and management‐related conferences where poster presenters have been interviewed and examples of poster presentation have been collected. However, in the sciences, especially the medical sciences, poster practice is well‐established and in some cases moving towards digitisation.

Practical implications

The aesthetics of poster design remain unclear in the case of poster design for the dissemination of scientific information. However, a set of templates has been produced based on the close study of a database of over 600 poster designs and ten years' experience of using posters as teaching tools for research training. A methodology for poster design has also been developed known as “The Block Architecture Method of Poster Design”. It uses the software Powerpoint and Photoshop to develop poster design electronically.

Originality/value

The bibliography will help interested teachers and students explore the various issues surrounding poster design, construction and presentation. It will also help to understand some of the advantages of using poster‐design exercises as creative and critical devices in a pedagogical context.

Details

European Journal of Marketing, vol. 41 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 27 November 2009

Carlos Flavián, Raquel Gurrea and Carlos Orús

The purpose of this paper is to examine the impact of different product presentation modes on consumers' perceptions of web site quality. Specifically the paper identifies…

2134

Abstract

Purpose

The purpose of this paper is to examine the impact of different product presentation modes on consumers' perceptions of web site quality. Specifically the paper identifies the perceived degree of usability as the continent quality and the perceived quality of the information as the content quality of the web site.

Design/methodology/approach

An experiment was conducted with a sample of 86 individuals. Changes in the presentation of the information were made in terms of mode (paragraph or schema) and arrangement (list or grid).

Findings

Users perceived a higher degree of usability and a higher quality of information when the information was presented in a schematic way than when it was presented as a paragraph. However, no significant effects were found regarding the spatial arrangement of the products. Regarding the possible interaction effect, the combination of schematic information displayed in a list produced the greatest effects on users' perceptions.

Research limitations/implications

Consumers show a greater preference for those web sites that provide them with efficient tools for acquiring information and forming knowledge about the alternatives available. Specifically, when products are displayed on the computer screen, designers should focus on presenting the information in a schematic way. Moreover, if this information is organised in a list or table where all the products can be assessed consecutively, the perceptions about the web site may be enhanced.

Originality/value

This is one of the first studies that explains the main factors that affect the perceived quality of a web site from the users' perspective. The analysis of the users' perceptions and the marketing viewpoint could help designers to create web sites that best match their users' information needs.

Details

Online Information Review, vol. 33 no. 6
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 29 July 2020

Riju Jakhar, Deepak Verma, Ajay Pal Singh Rathore and Divesh Kumar

Visual merchandising has a direct impact on shopping experience, making it pertinent for the retailers to ensure that their store environment has an effective design. This…

Abstract

Purpose

Visual merchandising has a direct impact on shopping experience, making it pertinent for the retailers to ensure that their store environment has an effective design. This study blends fuzzy numbers and Analytical Hierarchy Process to create a fuzzy evaluation model prioritizing the relative weights of visual merchandising dimensions of online fashion apparel store. This study will help the fashion retailers in creating more engaging and informative online stores leading to subsequent increase in online retail sales.

Design/methodology/approach

Visual merchandising dimensions and sub dimensions used by retailers for online stores were identified through review of literature and discussion with experts. Twenty experts were interviewed and their responses captured. The responses were analyzed using Fuzzy AHP technique resulting in prioritizing the dimensions according to the weight. For testing the stability of the results, sensitivity analysis was conducted.

Findings

Four key dimensions and sixteen sub dimensions were extracted. Weights were calculated using FAHP. “Pictorial Presentation” has the highest weight followed closely by “Product Information” dimension. Amongst the sub-dimensions “Number of Product Images” scored highest followed by “Product Presentation mode”. “Alterable Background” scored the least weight.

Originality/value

Previous studies have identified Online Visual Merchandising dimensions and have also studied the impact of some of these dimensions on consumer buying behavior, but the relative significance has not been determined yet. This study fills the gap.

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…

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

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