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Book part
Publication date: 29 November 2019

Emrah Ozkul, Hakan Boz, Bilsen Bilgili and Erdogan Koc

This chapter explains the role and potential of colour and lighting as two important elements of the service atmosphere in tourism and hospitality service encounters. The…

Abstract

This chapter explains the role and potential of colour and lighting as two important elements of the service atmosphere in tourism and hospitality service encounters. The chapter first explains the importance of colour and lighting in services from the perspective of customers’ sensory perceptions. Then, the chapter provides examples to demonstrate how psychological/neuro-marketing tools of Eye Tracker and Facial Recognition, Galvanic Skin Response (GSR) and Heart Rate (HR) can be used to understand the role of colour and lighting in customer satisfaction in tourism and hospitality service encounters. Based on this perspective, the study offers recommendations to design service environments in terms of colour and lighting.

Details

Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding
Type: Book
ISBN: 978-1-83867-070-2

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Article
Publication date: 8 March 2021

Radenko Scekic, Slobodan Lakic and Ana Pejanovic

This study aims to explore the use of evolutionary and institutionalization models to understand the technical progression of sustainability in political organizations and…

Abstract

Purpose

This study aims to explore the use of evolutionary and institutionalization models to understand the technical progression of sustainability in political organizations and their contribution to sustainable effectiveness. It describes the evolution of mass media, political marketing, in the organization’s strategy and design and the methods it is using to institutionalize this political and transition change.

Design/methodology/approach

The study describes models of sustainability evolution and political and technical change, in political and social life in transition state Montenegro.

Findings

Online and internet presentations of political programs, political blogs, sites that promote the national history and culture of the desired perception – the achievements have already risen in Montenegro in the first decade of the new millennium and beyond. Internet presentation of political subjects are reduced mainly to a brief presentation of history and of political parties, and mostly during the current election campaign, serving to inform the public about the program and promotion announcements.

Originality/value

The findings of this study will help senior executives with responsibility for transition states. The aim of this paper is to show the transformation of the media during the transition period from one political system to another. With the use of descriptive methodological postulates and numerous case studies. With a wealth of facts and examples, which contributes to the originality and value of the article. The significance and originality of this research and article is reflected in a comprehensive and multidisciplinary approach to the transition process and quantitative and qualitative development of the media.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

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Article
Publication date: 17 September 2019

Benedetta Grandi, Maria Grazia Cardinali and Silvia Bellini

The purpose of this paper is to assess the importance of nutritional information in the selection of healthy food products and test the effects of different communication…

Abstract

Purpose

The purpose of this paper is to assess the importance of nutritional information in the selection of healthy food products and test the effects of different communication stimuli on people with different levels of self-control (NFC used as a proxy). Specifically, the authors posit that easy-to-process and intuitive nutritional information can lead to a substantial change in the shopping behaviour. Furthermore, this work wants to test the effect on behaviours, emotions and judgements of two different communication signs (stars and silhouettes) in the promotion of healthy food products inside grocery stores.

Design/methodology/approach

After the development of a new nutritional display, the authors identified two different communication stimuli (stars and silhouettes) in order to test their impact on emotions evoked, judgements and behaviours. First, a pre-test was conducted using neuro-marketing tools (Face Reader) to detect the emotions aroused by the communications and then a main online between-subjects experiment involving 222 participants was carried out to understand the impact on choices and attitudes. Data were analysed using SPSS.

Findings

Results showed that communication plays a key role in helping customers choosing healthier products. Concerning the different communication stimuli, the authors found a significant difference in the emotion evoked by the different signs used. This difference translates into a judgemental change but not necessarily into a behavioural one.

Originality/value

To the authors’ knowledge, previous researchers have focused their attention only on the nutritional values communicated at a product level through different product labels, while nobody has tried to implement and test a category/segment level communication strategy.

Details

British Food Journal, vol. 121 no. 11
Type: Research Article
ISSN: 0007-070X

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Abstract

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Journal of Product & Brand Management, vol. 21 no. 6
Type: Research Article
ISSN: 1061-0421

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Book part
Publication date: 15 May 2018

Neven Šerić and Jasenko Ljubica

Abstract

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Market Research Methods in the Sports Industry
Type: Book
ISBN: 978-1-78754-191-7

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Article
Publication date: 10 July 2020

Chandan Parsad, Shashank Mittal and Raveesh Krishnankutty

Recent research on the energy system highlights the need for understanding the bandwidth of drivers and inhibitors of household investor's behaviour in rooftop PV (or…

Abstract

Purpose

Recent research on the energy system highlights the need for understanding the bandwidth of drivers and inhibitors of household investor's behaviour in rooftop PV (or photovoltaic power system) and to fit the broader socio-economic context in which they are deployed. However, apart from few exceptions, these newer perspectives have not been duly applied in the research on rooftop PV. This paper aims to fill this gap and to shed new light on rooftop PV investment decisions.

Design/methodology/approach

This study has been conducted with the primary data collected using two data sets of 237 households and 387 households of Indian southern state Kerala using survey-based questionnaire. The findings from first data set revealed that households considering the adoption of PV were likely influenced by six distinct factors, three motivators and three inhibitors. Second data set for multi-state analytic approach was proposed whereby the research model was tested using structural equation modelling (SEM). The outcomes of SEM were used as inputs for an artificial neural network (ANN) model for forecasting investor investment decision in in renewables. The ANN model was also used to rank the relative influence of significant predictors obtained from SEM.

Findings

In line with the risk–return framework, government subsidies act as primary motivator which helps in overcoming the initial risk of investment in the new technology. Further, low prices and low cost of maintenance are some of the financial motivators which may likely mitigate the long-term apprehension of returns and maintenance cost. Lastly, the strongest motivators of PV investment come from the environmental and financial motivator in the form of PV subsidies, which further solidifies the role of policy interventions in investment decision. The ANN model identified the technical barrier and knowledge and awareness factors play a significant role in forcasting the investor investing decision.

Practical implications

The study results will be useful for policymakers for framing strategies to attract and influence their investment in renewable energy.

Originality/value

Building upon behavioural finance and institutional theory, this paper posits that, in addition to a rational evaluation of the economics of the investment opportunities, various non-financial factors affect the household's decision to invest in renewables.

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Article
Publication date: 4 November 2014

Sharad Agarwal

Abstract

Details

Journal of Consumer Marketing, vol. 31 no. 6/7
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 25 February 2019

Klaus-Peter Wiedmann, Janina Haase, Jannick Bettels and Christian Reuschenbach

Industrial markets are generally associated with objective decision-making in which rational and functional product benefits are central. Recently, however, subjective…

Abstract

Purpose

Industrial markets are generally associated with objective decision-making in which rational and functional product benefits are central. Recently, however, subjective aspects of decision-making, such as visual appeal, are attracting research attention. The purpose of this paper is to examine, first, the effect of product color as a non-functional design element on attitude toward the product and, second, the underlying causal relationships of this effect in the context of industrial products.

Design/methodology/approach

The authors conducted an online quasi-experiment in the dental market with a sample of 300 dentists. The product stimulus was a picture of a treatment chair that varied in color. An analysis of variance tested the effect of product color on attitude. Structural equation modeling investigated the underlying effects of product evaluation.

Findings

The results indicate that product color affects attitude toward the product. Further, the authors find an insightful causal chain of direct and indirect effects on attitude. The most effective path runs via visual appeal and aesthetics, while haptics and functionality are of minor importance.

Originality/value

This paper is one of the first to provide empirical evidence for the effect of non-functional design elements such as product color on the evaluation of an industrial product. The results provide valuable insights into the effects on attitude in this context and stress the great importance of visual appeal and aesthetics in the product evaluation process.

Details

Journal of Product & Brand Management, vol. 28 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Content available
Article
Publication date: 20 June 2019

Osama Sam Al-Kwifi, Allam Abu Farha and Zafar U. Ahmed

Since Islamic markets are growing substantially, there is an urgent need to gain a better understanding of how Muslim consumers perceive products from a religious…

Abstract

Purpose

Since Islamic markets are growing substantially, there is an urgent need to gain a better understanding of how Muslim consumers perceive products from a religious perspective. The purpose of this paper is to investigate the brain responses of Muslim consumers to Halal and non-Halal products using a functional magnetic resonance imaging (fMRI) technology.

Design/methodology/approach

The research model is a simplified version of the theory of planned behavior. The initial experiment began by asking participants to divide a set of images into two groups: Halal and non-Halal products. The fMRI experiment uses a blocked design approach to capture brain activities resulting from presenting the two groups of images to participants, and to record the strength of their attitudes toward purchasing the products.

Findings

Across all participants, the level of brain activation in the ventromedial prefrontal cortex increased significantly when Halal images were presented to them. The same results emerged when the Halal images showed raw and cooked meat. The variations in the results may be due to the high emotional sensitivity of Muslim consumers to using religious products.

Research limitations/implications

This study uses a unique approach to monitor brain activity to confirm that consumers from specific market segments respond differently to market products based on their internal beliefs. Findings from this study provide evidence that marketing managers targeting Muslim markets should consider the sensitivity of presenting products in ways that reflect religious principles, in order to gain higher acceptance in this market segment.

Originality/value

Although the literature reports considerable research on Muslim consumers’ behavior, most of the previous studies utilize conventional data collection approaches to target broad segments of consumers by using traditional products. This paper is the first to track the reactions of the Muslim consumer segment to specific types of market products.

Details

International Journal of Emerging Markets, vol. 14 no. 4
Type: Research Article
ISSN: 1746-8809

Keywords

Content available
Book part
Publication date: 11 June 2021

Abstract

Details

Developing Digital Marketing
Type: Book
ISBN: 978-1-80071-349-9

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