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This paper aims to investigate how implying movement in food packaging imagery may affect product liking. Furthermore, the underlying mechanism is investigated by studying the effect of implied motion visuals on design appeal and naturalness perception.

Two packages of pineapple juice were designed in which the implied motion depicted in their imagery was manipulated, and a tasting experiment was conducted in which two samples of the same juice were evaluated.

The results show that the effect of packaging imagery on product liking occurs indirectly through both design appeal and the product naturalness perception. The results of a parallel multiple-mediator analysis show that (1) depicting implied motion made the package be perceived as more appealing, (2) the product corresponding to the package depicting implied motion was perceived as being more natural, and (3) both effects equally contributed to the positive effect of visuals depicting implied motion on product liking.

Overall, these findings widen our understanding of the effects of packaging design on product liking and may help both designers and manufacturers design more appropriate packaging for their products.

This study aims to understand how unimanual and bimanual motor actions in the form of writing a message (handwriting and typing) influences consumer behavior intention and attitude.

Three studies have been conducted to understand how the method of writing (typing or handwriting) and moderator type of message (moderator: emotional vs. rational) can influence persuasion variables.

This paper shows evidence that bimanual and unimanual motor actions activate contralateral brain hemispheres and influence consumer behavior. Specifically, how the use of these motor actions leads to a change in behavior intention and attitude. Furthermore, how bidirectional behavior and role-reversal occurs when a unimanual vs bimanual motor actions are used to create an emotional or rational message.

This research focuses on explaining cognitive implications of unimanual vs bimanual motor actions (typing vs handwriting) on self and specifically on consumers when they are exposed to situations of producing/creating a message. Adding further evidence to persuasion, behavior intention and attitude research in embodied cognition (e.g. Petty and Cacioppo, 1986b; Briñol and Petty, 2008), the role of haptic interfaces in online marketing and consumer behavior (e.g. Brasel and Gips, 2015). The authors did not collect any FMRI data but it can be the future scope of this work.

The novel findings of bimanual and unimanual motor actions have a direct application to the current scenario of the online reviews/surveys, which have become a crucial point for e-commerce businesses and retailers that require customers to give feedback. Since, consumer emotions can influence behavioral outcomes and decision making through sensory cues (Abdolmohamad Sagha et. al, 2022; Haase Wiedmann and Labenz, 2022). From this perspective, depending on the mapping/recording of the felt emotionality or rationality by the customer, the feedback method can be oriented in a way to reduce the effect of negative reviews. Further applications are suggested for retailers, increasing prosocial or sustainable behavior and attitudes.

Marketing and advertising research conducted in different social settings is considered important in neuropsychology and neurophysiology research (Pozharliev et al., 2017). Therefore, this research can be extended to test in different social settings and marketing contexts, for example, in the virtual reality, metaverse and gamification. Thus, this research can serve as an avenue to examine the bimanual and unimanual motor actions in a scenario where the participants can combine several motor actions, for example, talking on the phone or walking while filling consumer reviews online/offline and wearing the VR devices like Apple Vision Pro and performing unimanual or bimanual motor actions.

Mapping of human behavior has always been done dependent on the cognition aspect and limited in its scope for embodied cognition. The results can be used for more direct and impactful ways of conducting surveys, feedback and handling communications for major businesses. In addition, it can be a helpful tool for message persuasion for a new brand or increasing awareness about sustainable consumption depending on typed or handwritten inputs by a potential consumer.

Online grocery service (OGS) has significantly grown in recent years, particularly during the Covid-19 pandemic. This surge has attracted significant scholarly attention and resulted in many scientific articles in the last five years. Adopting a bibliometric review approach, this study attempts to comprehensively and systematically analyse the academic literature on OGS.

A Scopus search using pertinent keywords followed by PRISMA screening identified 384 relevant articles. Articles were analysed using VOSviewer and Biblioshiny, which employed citation and thematic analysis.

The study identifies the significantly impactful authors, articles, and journals. While the analysis reveals the evolution across four time-frames, it also highlights the clusters representing the literature strands. Six major themes are identified in the literature, and potential future research enquiries are suggested.

As the first study to include over 350 articles, it comprehensively represents the current state of the OGS literature, utilising performance and thematic analysis techniques. The article contributes significantly to the academic discourse surrounding OGS by synthesising and presenting diverse themes. Further, the future research questions provide a foundation for advancing the literature and guiding future scholarly work in the OGS domain.

The aim of the research is to evaluate different modality for product reviews presentation and its impact on users’ performance, purchase intention and enjoyment.

The study utilized an experimental approach with 48 opportunistic participants in three groups (16 users per group). Participants were randomly assigned to experimental conditions to ensure unbiased treatment. Data were collected through controlled interventions or manipulations, with pre-defined measures to assess specific outcomes. Statistical techniques such as ANOVA were employed to analyse the data, allowing for comparisons between experimental variables.

The findings revealed that integrating facial expression avatars and emojis into an e-commerce platform effectively communicates product reviews and ratings. Moreover, the use of animation significantly enhanced user enjoyment. This suggests that visual representations not only convey information effectively but also contribute to a more engaging and enjoyable user experience.

While this experiment offers valuable insights into the impact of different e-commerce presentation layouts on user behaviour, further research could delve deeper into specific aspects such as the influence of individual user characteristics and the long-term effects of layout preferences.

This study contributes original insights by demonstrating the efficacy of facial expressive avatars and emojis in conveying product reviews and ratings within e-commerce platforms. Moreover, it adds value by highlighting the positive impact of animation on user enjoyment. By combining these elements, the research offers a novel approach to enhancing user engagement and understanding of customer feedback in online shopping environments. The findings provide valuable guidance for e-commerce platforms seeking innovative ways to communicate product information effectively and enhance the overall user experience, ultimately benefiting both businesses and consumers.

Studying the effect of social media advertising on consumer engagement, this study analyzes the impact of shared-experience versus personal message strategies, informational versus transformational creative appeals and low-involvement products versus high-involvement products. It aims to determine how best to combine ad elements to affect consumer engagement on different levels.

Using an online survey among 448 Facebook users, an experimental factorial design of 2 (message strategy conditions) X 2 (creative appeal conditions) X 2 (product types: TV vs. frozen pizza) was used. Each advertisement was evaluated on three facets of engagement: cognitive, psychological and behavioral.

Results indicate that informational appeal is preferable for all conditions. The effectiveness of message strategy differs by product type, and interactions between message and appeal are significant only for the high-involvement product. Additionally, it indicates that message strategy is most significant in affecting behavioral engagement and not necessarily cognitive or psychological engagement.

To develop effective Facebook ads, practitioners should use a personal/informational combination when working with high-involvement products and a shared-experience/informational combination when working with low-involvement products.

An original grid for integrating message strategy and creative appeal is constructed in this paper. Besides behavioral engagement, it also evaluates cognitive and psychological engagement. By comparing products with a high and low involvement level, it provides marketers with actionable recommendations to increase social media campaign effectiveness.

Self-presentation has emerged as a pivotal marketing strategy for service providers seeking to craft virtual images in the peer-to-peer (P2P) accommodation sector. However, the literature lacks an understanding of conversational self-presentation, which offers more informal and personal communication.

Drawing upon social interaction theory and uncertainty reduction theory, this study explores the impact of conversational self-presentation and its interplay with space sharing and review ratings on customer purchases.

Utilizing the fixed effects model on a panel dataset comprising 498,817 observations from Airbnb, we discover a positive association between conversational self-presentation and customer purchases. Furthermore, our analysis reveals that space sharing reinforces this positive effect, while review ratings tend to diminish it. A deeper mechanism analysis indicates that perceived authenticity plays a mediating role in the relationship between conversational self-presentation and customer purchases.

This study highlights the importance of conversational communication in enhancing host–guest relationships under information asymmetry. However, the proposed model can be extended to other accommodation-sharing platforms in various regions, identifying whether cultural differences exist in explaining the importance of conversational self-presentation.

Marketers are suggested to build a harmonious customer–brand relationship and achieve superior performance through effective online communication.

This study adds valuable insights to the literature about self-presentation, social interaction and customer behavior by revealing the significance of conversational self-presentation in driving the growth of P2P accommodation businesses.

Product color names related to a consumption setting are commonly used in advertising to persuade. This study aims to use consumption imagery fluency as an underlying mechanism for assessing how such a naming tactic impacts product evaluation.

Three between-subjects experiments examine how product evaluation, in response to the use of color names containing consumption situation information, varies as a function of their accessibility (Study 1), and also test the role of a naming explanation (Study 2). How readily a consumer takes in consumption imagery is evaluated as a mediator. The studies further check if color attribute serves as a moderator of such color naming effect and that the naming factor contributes to consumption imagery fluency directly or indirectly alters such through their impact on comprehension fluency (Study 3).

Marketing products with color names related to the consumption setting is more effective than using generic names. Consumption imagery fluency mediates the results. This positive outcome is reduced when color names are less accessible. Fortunately, including an explanation to facilitate reasoning for product color names is helpful to reverse this disadvantage. The same patterns are not evident for highly accessible names. In addition, the effectiveness of consumption situation-related color names is restricted to the circumstance of color attribute as secondary, as opposed to primary. Furthermore, naming factors influence the ease of consumption of imagery whether or not facilitated by comprehension fluency.

This research provides evidence of consumers’ responses to product color naming that involves consumption situations and identifies consumption imagery fluency as a potential means for mediating the studied effect.

Naming a product color in consumption situation-related terms triggers consumption imagery, driving evaluation when color is the secondary attribute of a product.

This research contributes to understanding the influence of naming a product’s color in promotional communication and correlates to productive tactics for advertising messages.

The purpose of the research was to evaluate the relationship between income and the recycled materials used in order to rate the business related to circular repair services under the burden of economic development in the countries of the European Union.

The analytical processes explore data from 2010 to 2020. The countries were divided into clusters according to economic maturity (Human Development Index (HDI), real Gross domestic product (GDP) per capita). Subsequently, the relationships were evaluated through the income indicators (for the 13 population groups), and the circular materials use rate indicator. The three indicators decomposed into five specific metrics were employed. The commonly applied characteristics of the descriptive analysis, Pearson's correlation coefficient and the panel regression analysis were engaged in the investigation.

The results demonstrated the vast disparities between income and circular materials use. In the more economically developed countries, their levels were twice higher as the less-developed countries. However, there is a meaningful positive relationship between them. The greatest attention was paid to the panel regression analysis applied to the relationship between income and circular economy (CE) use. The results showed that in a majority of the cases (different income categories), there is a significant positive relationship. When comparing the outcomes of the regression models between the groups of the countries according to their economic development, a closer relationship was clearly demonstrated in the countries with a lower level of development (Bulgaria, Romania, Croatia, Hungary).

Besides the specific strengths, the study also shows some limitations identified mainly on the data side. The latest data on the consumption of circular materials come from 2020, so they do not cover the period related to the pandemic crisis. It is believed that there may have been some changes in income during the pandemic, and they may have harmed CE. Furthermore, there is to note that some limitations occur in the analytical process. The incompleteness of the data can also be included here as certain data is not available; hence, it was estimated directly by the Eurostat statistical authority.

At the same time, the following are currently considered among the primary barriers: financial restrictions, insufficient infrastructure, weak government support and obstacles on the global market. Consumers, industry leaders and the government are the most influential stakeholder groups in overcoming barriers. Higher demand for repair services will also initiate further development of business activities in this area at various regional levels. Progress in the repair services economy will continue to require extensive efforts in the future. Systematic coordination of activities at multiple levels of government together with manufacturers, designers, educational institutions, community institutions and individuals will be essential.

Socioeconomic characteristics such as sex, age and education represent crucial predictors of consumer behavior. Therefore, the authors would like to focus future research on analyzing these characteristics and examine all the conceptual frameworks of consumer behavior and its positioning in detail within CE and the strategies related to the repair service. Discussing this issue through follow-up research will allow for solving complex transformational and political tasks related to the repair service strategies within CE. It will also inspire the discussion frameworks and multidisciplinary solutions to this issue affecting the fields of human geography, sociological, ethnographic and political sciences.

In less-developed countries, wage change can have a more substantial impact on the development of the CE. Also, a closer relationship between business in the field of repair services with income and the use of circular materials was manifested in the same way.

The objective of this paper is to examine crop yield predictions and their implications on MPCI in Ghana. Farmers in developing countries struggle with their ability to deal with agricultural risks. Providing aid for farmers and their households remains instrumental in combatting poverty in Africa. Several studies have shown that correctly understanding and implementing risk management strategies will help in the poverty alleviation agenda.

This study examines the importance of crop yield distributions in Ghana and its implication on multiperil crop insurance (MPCI) rating using the Lasso regression model. A Bonferroni test was employed to test the independence of crop yields across the regions while the Kruskal-Wallis H test was conducted to examine statistical differences in mean yields of crops across the ten regions. The Bayesian information criteria and k-fold cross-validation methods are used to select an appropriate Lasso regression model for the prediction of crop yields. The study focuses on the variability of the threshold yields across regions based on the chosen model.

It is revealed that threshold yields differ significantly across the regions in the country. This implies that the payment of claims will not be evenly distributed across the regions, and hence regional disparities need to be considered when pricing MPCI products. In other words, policymakers may choose to assign respective weights across regions based on their threshold yields.

The primary limitation is the unavailability of regional climate data which could have helped in a better explanation of the variation across the regions.

This is the first study to examine the implications of regional crop yield variations on multiperil crop insurance rating in Ghana.

The digital marketing landscape is rapidly evolving, but the integration of visual content still heavily depends on human expertise. Driven by the quest for innovative marketing strategies that resonate with family-oriented consumers, this study seeks to bridge this gap by applying machine learning to analyze visual content in the maternity and baby care product sector.

This study incorporates a range of machine learning techniques – including open science framework feature detection, panoptic segmentation, customized instance segmentation, and face detection calculation methods – to analyze and predict the appeal of images, thereby enhancing user engagement and parent-child intimacy.

The exploration of various ML models, such as DT, LightGBM, RIPPER algorithm, and CNNs, has offered a comparative analysis that addresses a methodological gap in the existing literature, which frequently depends on isolated model evaluations. According to our quadrant analysis with respect to engagement rate and parent-child intimacy, the selection of a model for real-world applications depends on balancing performance and interpretability.

The proposed system offers a series of actionable recommendations designed to enhance customer engagement and foster brand loyalty. This study contributes to image design in maternity and baby care marketing and provides analytical insights for recommendation systems.