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Book part
Publication date: 22 June 2021

John N. Moye

Chapter 4 presents the research into the attributes of a stimulus, which the brain uses to construct a perception of the external stimulus. The processes used in all five…

Abstract

Chapter 4 presents the research into the attributes of a stimulus, which the brain uses to construct a perception of the external stimulus. The processes used in all five senses are examined and compiled into a collective model of the processes the perceptual system uses to discriminate and understand an external stimulus. While there are many commonalities across the senses, the structure of the discipline (energy) each system processes yields unique insights into the processes of the total system.

Details

The Psychophysics of Learning
Type: Book
ISBN: 978-1-80117-113-7

Book part
Publication date: 12 September 2022

Hendrik Slabbinck and Adriaan Spruyt

The idea that a significant portion of what consumers do, feel, and think is driven by automatic (or “implicit”) cognitive processes has sparked a wave of interest in the…

Abstract

The idea that a significant portion of what consumers do, feel, and think is driven by automatic (or “implicit”) cognitive processes has sparked a wave of interest in the development of assessment tools that (attempt to) capture cognitive processes under automaticity conditions (also known as “implicit measures”). However, as more and more implicit measures are developed, it is becoming increasingly difficult for consumer scientists and marketing professionals to select the most appropriate tool for a specific research question. We therefore present a systematic overview of the criteria that can be used to evaluate and compare different implicit measures, including their structural characteristics, the extent to which (and the way in which) they qualify as “implicit,” as well as more practical considerations such as ease of implementation and the user experience of the respondents. As an example, we apply these criteria to four implicit measures that are (or have the potential to become) popular in marketing research (i.e., the implicit association test, the evaluative priming task, the affect misattribution procedure, and the propositional evaluation paradigm).

Book part
Publication date: 22 June 2021

John N. Moye

Chapter 3 examines the attributes of an external stimulus, which the brain collects and models to construct a sensation. An important aspect of this process is the sensory…

Abstract

Chapter 3 examines the attributes of an external stimulus, which the brain collects and models to construct a sensation. An important aspect of this process is the sensory system's filtering capacity, which removes extraneous and irrelevant information from the modeled information. The response mechanisms of all five senses are discussed to establish the practice of viewing the discipline (psychophysics) from multiple perspectives (senses). The differences in multiple perspectives on the same data is compiled into a model of the attributes to which the brain attends to engage with a sensation.

Details

The Psychophysics of Learning
Type: Book
ISBN: 978-1-80117-113-7

Book part
Publication date: 11 June 2021

Anish Babu Zacharia and Nicolas Hamelin

This research used a Phenomenography approach of Eye Tracking to study the Biometric changes when participants were subjected to eight static subliminal images hidden in…

Abstract

This research used a Phenomenography approach of Eye Tracking to study the Biometric changes when participants were subjected to eight static subliminal images hidden in seven differently designed packages. Embeds or static subliminal stimulus in the form of pictures and words were hidden in seven different perfume packages and were used to study the changes experienced between the two groups, one of which was subjected to subliminal stimulus. This study was conducted in the Neuro Lab located in the SP Jain Sydney campus. A total of 46 healthy participants were separated into two groups, with one group shown image packages with static subliminal stimulus while the other group was shown image packages without any subliminal stimulus. Eye Tracking data was collected using iMotions. A detailed analysis of the Area of Interest (AOI), Fixation and Heat Map revealed that only a percentage of the participants visited the AOI with the hidden subliminal stimulus, but the participants who noticed the AOIs with the subliminal stimulus especially the male participants spent more time in the AOI indicating that they could be consciously processing the subliminal static stimulus. A statistical analysis of the time to first fixations (TIFF) revealed that the subliminal stimulus was not the first point of attraction.

Article
Publication date: 16 March 2022

Jingyan Gao, Lina Ren, Yang Yang, Duo Zhang and Lan Li

This research clarifies the connotations and dimensions of artificial intelligence (AI) technology stimulation and establishes a stimulus scale to explain the relationship…

Abstract

Purpose

This research clarifies the connotations and dimensions of artificial intelligence (AI) technology stimulation and establishes a stimulus scale to explain the relationship between AI technology stimuli and smart customer experience.

Design/methodology/approach

This is an empirical study that uses SPSS 24.0 software to perform hypothesis testing on the path relationships between model elements.

Findings

Two dimensions of AI technology stimuli (i.e. passion and usability) have a significant, positive impact on smart customer experience; the moderating effects of contrasting dimensions of technology readiness (i.e. optimism and discomfort) are significantly different; smart customer experience has a significant, positive impact on the word-of-mouth (WOM) intentions of consumers.

Research limitations/implications

There are several limitations. Most importantly, the data collected in this study are only from consumers who use intelligent customer service robots in the catering industry. Future research can consider exploring relevant AI technologies in other sectors.

Practical implications

This study has several implications that guide catering companies to develop various positioning and strategies for remaining competitive effectively.

Originality/value

Based on arousal theory, customer experience theory and WOM marketing theory, this is the first novel research project that empirically discusses the dimensions of AI technology stimuli, smart customer experience and WOM intentions with regard to the moderating effect of the technology readiness of consumers toward AI technology.

Details

International Journal of Emerging Markets, vol. 17 no. 4
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 3 May 2022

Li Gao, Gang Li, Fusheng Tsai, Chen Gao, Mengjiao Zhu and Xiaopian Qu

This article analyzes the effects of artificial intelligence (AI) stimuli on customer engagement as well as on value co-creation. The moderating role played by customer…

Abstract

Purpose

This article analyzes the effects of artificial intelligence (AI) stimuli on customer engagement as well as on value co-creation. The moderating role played by customer ability readiness is also examined.

Design/methodology/approach

Total 426 questioners are collected from the customers who consumed intelligent service robot.

Findings

First, the perceived interactivity (PI) of AI stimuli have a significant positive impact on value co-creation; second, customer engagement plays a mediating effect on the relationship between PI and value co-creation; finally, customer ability readiness has a positive moderating effect on the relationship between AI stimuli, customer engagement and value co-creation.

Research limitations/implications

Firstly, the method of questionnaire survey has certain limitations, In future research, more advanced survey methods (such as social perception calculations) can be used to make survey samples more comprehensive and analysis results more accurate. Secondly, the paper used a single-dimensional test for the two variables of customer engagement and value co-creation. Future research should divide the dimensions of customer engagement and value co-creation into more specific way. Finally, this study lacks research on the regulatory effect of customer ability readiness and further division of customer readiness.

Practical implications

First, this paper uses the arousal theory to participate in marketing theory and value co-creation theory, which is the cross and fusion of theory, and also the enrichment and expansion of the existing theoretical research, with a certain theoretical innovation. Second, based on previous research, this research developed and designed a measurement scale for AI stimuli. Finally, through empirical research, it is found that the perceived personalization of AI stimuli does not have a significant direct effect on value co-creation, which is a new views and insight.

Social implications

First, when using intelligent customer service robots, companies should pay attention to improving the PI and personalization of intelligent customer service robots. Second, companies should attach importance to the development environment of customer engagement, proactively and effectively identify customer needs. Finally, companies should provide customers with a good support atmosphere, publicize and explain in advance the use of intelligent customer service robots to increase their confidence.

Originality/value

The study develops a scale of AI stimuli and is among the first to integrate and examine the inter-relationships between customer engagement, customer ability, and value co-creation from the increasingly important phenomenological perspective of AI.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

Keywords

Open Access
Article
Publication date: 6 May 2021

Daniele Morselli

The purpose of this paper is to operationalise and apply a three-level analysis of double stimulation in a Change Laboratory with teachers.

Abstract

Purpose

The purpose of this paper is to operationalise and apply a three-level analysis of double stimulation in a Change Laboratory with teachers.

Design/methodology/approach

Within qualitative inquiry, this Change Laboratory intervention was conducted as case study, by way of an intensive analysis of an individual unit. The macro-level deals with the societal problem and the collective solution found to tackle it. An intermediate level looks at the Change Laboratory as a methodology able to boost expansive learning through chains of first and second stimuli. The micro-level analyses the participants’ interactions during the sessions and traces the terms connected to the first and second stimulus.

Findings

This analysis suggests that the conflicts of motives experienced by the participants at the micro level refer to the aggravated contradiction identified at the macro level. Conflicts of motives seem to be superior in number during the first block of sessions, when the first stimuli are analysed. The micro analysis indicates the 6th session as the turning point of the intervention, when the participants take the auxiliary stimulus and turn it into and effective and meaningful sign. The intermediate level helps to trace the third transition from the formation of the second stimulus to its implementation, reflection upon and further development and generalisation.

Originality/value

Vygotsky’s method of double stimulation is crucial to develop one’s agency and to explain how individuals deliberately influence events. Yet the literature is fragmented and made of brief accounts, and this paper for the first time inspects double stimulation on different levels within a Change Laboratory intervention with teachers.

Details

Journal of Workplace Learning, vol. 33 no. 7
Type: Research Article
ISSN: 1366-5626

Keywords

Article
Publication date: 30 August 2022

Xiaohong Mo and Ding-Bang Luh

For online experiential products, tactile attributes are important but hard-to-achieve features. This research aims to explore consumers' emotional experiences by…

Abstract

Purpose

For online experiential products, tactile attributes are important but hard-to-achieve features. This research aims to explore consumers' emotional experiences by incorporating tactile attributes into the online clothing shopping scenario.

Design/methodology/approach

This paper presents two online shopping experiments by consumers who purchase online clothing: one experiment involves subjects browsing clothing products on a computer screen; the other one involves subjects touching the clothing fabric while browsing a corresponding product on a computer screen. Based on the stimulus–organism–response (S-O-R) model, a physiological polygraph was used to record the emotional experience of subjects under the stimuli of “sight” and “sight + touch.”

Findings

(1) Subjects had a more positive emotional arousal under the stimuli of “sight + touch”; (2) the visual merchandising of clothing and expected touch task affect subjects' overall emotional experience with clothing, and with a good visual experience and expected tactile experience, the subjects showed a more positive emotional valence under the stimuli of “sight + touch”; (3) differing from previous research, this experimental data only supports the hypothesis that the skin conductance indicator is related to the level of emotional arousal, without supporting its correlation with emotional valence. However, the heart rate indicator is correlated with emotional valence but not with emotional arousal.

Originality/value

This work proposes a way to study the tactile attributes of online clothing and enriches the theoretical framework of polygraph and the S-O-R model for the research of online experiential products, and in terms of application, it sheds light on sales strategies of online experiential products for retailers and brand owners.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 1 April 2002

Uri Fidelman

It is suggested that the left hemispheric neurons and the magnocellular visual system are specialized in tasks requiring a relatively small number of large neurons having…

Abstract

It is suggested that the left hemispheric neurons and the magnocellular visual system are specialized in tasks requiring a relatively small number of large neurons having a fast reaction time due to a high firing rate or many dendritic synapses of the same neuron which are activated simultaneously. On the other hand the right hemispheric neurons and the neurons of the parvocellular visual system are specialized in tasks requiring a relatively larger number of short term memory (STM) Hebbian engrams (neural networks). This larger number of engrams is achieved by a combination of two strategies. The first is evolving a larger number of neurons, which may be smaller and have a lower firing rate. The second is evolving longer and more branching axons and thus producing more engrams, including engrams comprising neurons located at cortical areas distant from each other. This model explains why verbal functions of the brain are related to the left hemisphere, and the division of semantic tasks between the left hemisphere and the right one. This explanation is extended to other cognitive functions like visual search, ontological cognition, the detection of temporal order, and the dual cognitive interpretation of the perceived physical phenomena.

Details

Kybernetes, vol. 31 no. 3/4
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 24 May 2013

Uta Jüttner, Dorothea Schaffner, Katharina Windler and Stan Maklan

The purpose of this paper is to develop and apply the sequential incident laddering technique as a novel approach for measuring customer service experiences. The proposed…

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Abstract

Purpose

The purpose of this paper is to develop and apply the sequential incident laddering technique as a novel approach for measuring customer service experiences. The proposed approach aims to correspond with the concept's theoretical foundation in the extant literature.

Design/methodology/approach

The paper applies the sequential incident laddering technique to measure customer service experiences. The technique integrates two well‐established methods in service marketing: sequential incident and laddering techniques. The data collected from 41 customers in a hotel and restaurant experience context illustrate that the method corresponds with the key themes of the proposed experience concept and experience formation process.

Findings

Applying the proposed technique reveals first, the customer's cognitive and emotional responses to company stimuli. Second, the salient customer cognitions and emotions across several episodes of the service interaction process are identified. Third, the personal values which drive the customer's service experience are disclosed.

Research limitations/implications

The empirical study is a first illustration of the proposed measurement approach in only one company based on a limited sample size. The methodological contributions and development opportunities for further applications are set out for different contexts and in combination with other methods.

Practical implications

The proposed method integrates customer and company‐related constructs. Therefore, the data collected can provide managers with guidelines for customer service experience design based on detailed customer feedback.

Originality/value

The paper proposes an innovative measurement approach to customer service experiences which can support knowledge development in an important marketing area.

1 – 10 of over 25000