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This study aims to propose a novel mirroring digital content marketing (MDCM) framework that extends the current consumer-based digital content marketing (DCM) framework to encompass the provider’s perspective. Relying on the stimulus–organism–response theory, the authors posit that content stimuli influence behavioural engagement responses that, respectively, mirror the motives and self-reported engagement from the consumer-based DCM.

To empirically verify the provider side of the MDCM framework, the authors used one newsletter and one matching website with corresponding 117 weekly data points. Data were drawn from three sources for six countries: newsletter content stimuli, newsletter performance indicators and Google Analytics metrics on matching website performance. OLS and panel regressions were used to analyse the data and generate results.

The results show that content stimuli do explain the behavioural engagement responses of consumers recorded by the provider. However, the effects of the different stimuli are inconsistent: functional stimuli have both positive and negative effects, while social stimuli positively impact the behavioural engagement response. The authors further show that the newsletter engagement response influences subsequent engagement responses across channels (e.g. via the linked news media website).

Further research definitely needs to empirically verify the connection between two sides of the MDCM framework. As proposed by authors, provider-based stimuli are corresponding to the consumer-based motivations, however, which stimuli are triggering which motivations and how they can consequently be translated to both consumer- and provider-based behavioural engagement is still an open question. Different theoretical lenses could be taken in the usage of MDCM framework.

Our observations are relevant for marketers that want to use certain stimuli in their digital content, in particular a content introduced in the newsletter and the website. The authors show that stimuli are indeed related to the behavioural engagement response of consumers and that various stimuli impact engagement differently. Furthermore, the recommendations for the marketing managers of news media are to use priming across the platforms in their Web communication strategies.

This study proposes and empirically tests the provider side of the MDCM framework across two news media channels, focusing on behavioural engagement responses.

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.

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.

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.

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.

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.

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.

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

The purpose of this paper is to provide meaningful information to sport organizations that have just recently started hosting sporting events in a new market and want to build long-term relationships with that market’s consumers.

Using self-administered questionnaires, the study surveys 463 spectators who attended the 2012 Formula One Korean Grand Prix.

Prior affect and existing sensory cues are crucial for spectators’ consumption behavior. Spectators’ prior event attendance plays a significant role on perceiving sensory stimuli as well as on consequent outcomes. This study also finds arousal significantly affected by seeing and hearing and prior affect. Arousal mediates the effects of these sensory stimuli and prior affect on satisfaction and revisit intention.

This study expands the knowledge on spectators’ experience at live sporting events. In addition, more dimensions of the mechanisms that are at work between cognitive elements and sensory stimuli are added to the existing knowledge of sport spectators’ behavior.

The influence of different factors including emotional states on loyalty has been previously discussed in the literature. However, the influence of post-visit emotions evoked by emotional stimuli on tourist loyalty lacks empirical attention. The purpose of this study is to investigate the effects of post-visit emotional stimuli on destination loyalty.

The study applied an online scenario-based experimental design to identify the impact of positive and negative affective pictorial stimuli on destination loyalty. A sample of 500 adult US residents who visited Orlando within the past 12 months was recruited to take part in the experiment. One-way ANOVA was used to compare the loyalty of three groups, two of which were manipulated with emotional stimuli, positive pictures and negative pictures and one control group with no pictures.

Results show that it is possible to influence visitor loyalty after visitation. Post-visit exposure to positive emotional stimuli generates higher levels of destination loyalty, while negative emotional stimuli generate lower levels of destination loyalty, in comparison with no stimuli scenario.

The study adds to the literature by providing support for the influence of post-visit emotional stimuli on destination loyalty, which lacked empirical attention, thus, far. As visitor experience lasts much longer than the visit itself, the study results are significant for increasing destination loyalty after the trip.

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

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.

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.

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.

This study measures the effect of each of the five senses on arousal, satisfaction and intention to revisit a live racing event. Spectators' arousal was significantly influenced by sights, sounds and smells. Spectators' sense of smell, taste, and touch directly impacted satisfaction. Interestingly, olfactory stimuli had an effect on both arousal and satisfaction. Spectators' arousal had a significant indirect effect on their revisit intention. The study proposes that motorsports marketers make use of olfactory stimuli to provide racing spectators with memorable experiences.

This conceptual article presents a theoretical approach to understanding the atmosphere at sports stadiums. Using the environmental psychology behavioural model proposed by Mehrabian & Russell (1974), and taking into account recent findings in consumer research, we develop a comprehensive framework for investigating this atmosphere. The framework highlights the role of emotions elicited by different stimuli in sports stadiums. We also suggest a number of direct and indirect influences on behavioural outcomes, caused by the emotional reactions and personal predispositions of spectators - influences that are of economic relevance. The proposed framework also forms a starting point for future empirical studies.

Investigates empirically the perceptions of non‐exporters regarding factors stimulating export initiation. Draws on research based on a representative sample of 112 Cyprus‐based manufacturers. Reveals that stimuli relating to the fulfilment of the firm′s traditional objectives exhibited the highest motivating impact, followed by factors aiming at minimizing domestic market‐related risks. These findings generally contrast with the results of previous research on export stimulation. Analysis of perceptions on stimulating factors according to certain organizational determinants showed the firm′s size to have the greatest discriminating effect, followed by the type of goods produced and exposure to export activities; the age of the firm had no differentiating role whatsoever. Finally, classification of the stimuli according to internal/external and proactive/reactive taxonomies demonstrated that factors of an internal and proactive nature provided the strongest stimulating impact, denoting a positive predisposition towards exporting.

The purpose of this paper is to investigate the impacts of the 2008 Chinese stimulus program on earnings management.

Using a sample period from 2004 to 2011 (per-stimulus period: 2004-2007 and post-stimulus period: 2008-2011), the authors compare the change in earnings management between the firms that received the stimulus funds and those that did not receive the stimulus funds.

The authors find that from the pre- to post-stimulus period, the recipient firms experienced a greater increase in downward accrual management and a greater decrease in real management than the non-recipient firms did. This result is primarily driven by the non-state-owned enterprises and firms using non-Big-Four auditors.

The results suggest that the earnings management level is ultimately determined by the underlying economic and political factors influencing managers’ and auditors’ incentives (Cohen, 2008; Ball et al., 2003). Meanwhile, some mechanisms, such as high-quality audit (Eshleman and Guo, 2014) and state ownership (Wang and Yung, 2011) can also play a role in determining the level of earnings management.