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This study developed two presentation modes of scientific articles and evaluated their usability with user experiments.

Two presentation modes of scientific articles, simply referred to as “genre presentation mode” and “argument presentation mode”, were constructed based on their genre structure and argument structure respectively. Their usability was evaluated by being compared against the existing RichHTML presentation mode in the experiments using eye-tracking and questionnaire methods.

The participants who were going to find the specific information of scientific articles rated the genre presentation mode higher than they did with either the argument or the RichHTML presentation mode for effectiveness. In contrast, those who were going to understand the general idea of scientific articles rated both the genre and argument presentation mode higher than they did with the RichHTML mode. In terms of efficiency, the participants took less reading time when the articles of non-native language were presented with the genre mode than they did when the articles were presented with the argument mode. When reading the articles in native language to understand the general idea, the participants took less reading time for the articles presented with the argument mode than they did for the articles presented with the genre mode. In comparison, they took less reading time when the articles were presented with the argument mode if they were going to find specific information. For satisfaction, the genre presentation mode was more popular than the argument mode and the RichHTML mode. However, the participants were less satisfied with the argument presentation mode than the other two when reading in native language and intending to find specific information.

The two presentation modes of scientific articles are found to improve the accuracy of information acquisition, shorten the total reading time and be more acceptable by readers.

With the proliferation of virtual reality (VR) applications in electronic commerce, investigations on the effects of VR on consumer responses are important. The purpose of this paper is to examine the effects of online presentation modes (i.e. situational VR, pure VR and picture) on consumer responses for three product types (i.e. geometric, material and mechanical).

This study conducted a 3×3 between-subjects experiment to validate the research model and hypotheses.

The results revealed that both the situational VR mode and the pure VR mode had a greater impact on product knowledge and purchase intention than the picture mode. The situational VR mode yielded a higher level of product knowledge and purchase intention than the pure VR mode although it was not statistically significant. Furthermore, the pattern of VR modes superiority was found to be consistent across geometric, material and mechanical product types.

This research study contributes to the VR literature by investigating a new type of VR: situational VR, and offering a more comprehensive picture of consumer responses to online product presentations. The authors then drew the implications from the findings to suggest guidelines for practitioners to efficiently allocate resources and maximize the effectiveness of online presentation modes.

With the advent of the intelligent environment, as novice researchers, graduate students face digital challenges in their research topic selection (RTS). The purpose of this paper is to explore their cognitive processes during data-driven decision making (DDDM) in RTS, thus developing technical and instructional strategies to facilitate their research tasks.

This study developes a theoretical model that considers data-driven RTS as a second-order factor comprising both rational and experiential modes. Additionally, data literacy and visual data presentation were proposed as an antecedent and a consequence of data-driven RTS, respectively. The proposed model was examined by employing structural equation modeling based on a sample of 931 graduate students.

The results indicate that data-driven RTS is a second-order factor that positively affects the level of support of visual data presentation and that data literacy has a positive impact on DDDM in RTS. Furthermore, data literacy indirectly affects the level of support of visual data presentation.

These findings provide support for developers of knowledge discovery systems, data scientists, universities and libraries on the optimization of data visualization and data literacy instruction that conform to students’ cognitive styles to inform RTS.

This paper reveals the cognitive mechanisms underlying the effects of data literacy and data-driven RTS under rational and experiential modes on the level of support of the tabular or graphical presentations. It provides insights into the match between the visualization formats and cognitive modes.

A key finding in the affect integration literature is that for a sequence of events that unfolds sequentially, individuals attend to specific aspects of these events, such as the spread, peak, end, or trend. Due to recent findings of deviations from the peak-end rule, this study closely examines the integration processes of affective events presented sequentially and simultaneously.

Three experimental studies were conducted. Study 1a (financial dashboard) and Study 1b (charity advertisement) examine consumers’ overall evaluation for a sequence of mixed affective events. Using eye trackers, Study 2 examines individuals’ attention to particular affective moments presented sequentially and simultaneously.

The present research provides additional support for the peak–end rule for the sequential presentation of mixed-valence affective events. However, in the simultaneous mode of presentation, the flexibility to view various affective events decreases the disproportionate weights given to specific events, a divergence from the peak–end rule.

Although the tempering effect of simultaneous presentation can be concluded, further studies are required to discern how individuals process these events and develop a predictive rule.

The results of the present study provide clear and actionable directions for application developers and advertising agencies: when communicating information or developing an advertisement, consideration should be given to how each affective event is being communicated.

It is argued that in the simultaneous mode of presentation, the flexibility to view various affective events allows greater shifts in attention that increase the salience of interconnections and thereby decrease the disproportionate weights given to specific events.

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.

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).

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.

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.

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.

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.

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.

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.

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.

Online Social Networking Sites (SNSs) such as Facebook and Twitter have become increasingly popular in the last decade. Each SNS varies somewhat, with different forms of expression, communication and customization. Different sites may have different priorities, methods of interacting, social features and definitions of what it means to be ‘social’ on their sites.

This paper reports on 2 months of exploratory observations and interviews with participants using two of the most popular SNSs; Facebook.com and Twitter.com. Paying attention to the modal nuances of the sites and their effect on social interaction and identity portrayal, the focus of analysis is upon how these two sites are interacted with as ‘stages’ for identity performances, and how the varying aspects of design and modality on these interactive sites can result in different multimodal identity performances and social interactions.

Data revealed that youth are adeptly able to negotiate the different modal options presented to them online, yet the temporal aspects presented by the design of the site, the differing definitions and priorities in the framing of identity presented by the SNSs, and the modal choices present across the two sites resulted in markedly differing presentations of identity to markedly differing audiences.

This research demonstrates the impact of modality and design on how we act and interact, and highlights that as Digital Sociologists and Researchers, we should be careful not to treat all Online SNSs the same, but pay attention to the plethora of nuances these sites offer as stages for identity performances.

The belief-adjustment model has been an integral part of accounting research in belief revision, especially in the examination of order effects. Hogarth and Einhorn ((1992) Cognitive Psychology, 24, 1–55) created the belief-adjustment model to serve as a theoretical framework for studying individuals’ decision-making processes. The model examines several aspects of decision-making, such as encoding, response mode, and task factors. The purpose of this chapter is to provide a comprehensive examination of the accounting studies that have used the theoretical framework of the belief-adjustment model in auditing, tax, and financial accounting contexts. Roberts’ ((1998) Journal of the American Taxation Association, 20, 78–121) model of tax accountants’ decision-making is used as a guideline to organize the research into categories. By using Roberts’ categorization, we can better sort out the mixed results of some prior studies and also expand the review to include a more comprehensive look at the model and its application to accounting. While many variables have been examined with respect to their effect on accounting professionals’ belief revisions, most studies examine them in isolation and do not consider the interaction effects that these variables may have. Our framework also identifies areas of the belief-adjustment model that need further research.

The purpose of this paper is to examine gender portrayal in food and beverage advertisements in Hong Kong.

A total of 45 commercials produced locally in Hong Kong and 45 commercials produced in a Western country were separately coded for ten content categories: time of day, age, mode of presentation, credibility‐basis, role, location, argument, reward type, background and end‐comment..

Gender‐role effects were non‐significant in a majority of the content categories contrary to findings in other research in this area. This finding is discussed in the context of the changes in Hong Kong culture

Sampling was limited to broadcast recording on TVB Jade in December 2007.

The absence of gender based content in food and beverage advertising should inform marketing practice in a SE Asian context.

This paper modifies a well‐established research procedure and analyses food and beverage advertising in Hong King. This has not been done before.

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.

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.

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.

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.

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.

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.