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The purpose of this paper is to test whether separate tense and energetic forms of arousal impact consumer attitudes and provide a more complete understanding of the role of arousal in product evaluations. Past consumer research has treated arousal as a single dimension and found mixed results of the relation of arousal to consumer attitudes.

Study 1 was an online survey of consumers’ experiences with interactive products. The study tested whether the two hypothesized types of arousal were associated with different product features and related to attitudes in different (opposite) patterns. Study 2 was an experiment in which the type of arousal used to describe a vacation location was manipulated. The study tested the role of the two types of arousal in determining the effectiveness of the advertisements for people with different arousal-related orientations.

In Study 1, tense arousal mediated effects on the ergonomic qualities of the product on attitudes, whereas energetic arousal mediated effects on the hedonic qualities on attitudes. In Study 2, effects of advertisements were primarily driven by the tense arousal dimension for more telic-oriented (i.e. planning ahead) people and by the energetic arousal dimension for more paratelic-oriented (i.e. spontaneous) people. In both studies, treating arousal as a single dimension would have led to misleading conclusions.

This research demonstrates that separating arousal into a two- rather than one-dimensional construct can provide greater insights to the affective mechanisms underlying consumer attitudes.

This paper aims to discuss a framework in which the behavioural tourism and leisure literature is organised. It seeks to demonstrate the practical use of Gnoth's Tourism Experience Model (TEM), and provide future directions in holiday tourism research.

The paper takes a phenomenological approach to tourists' experiencing as a critical and productive tool for tourism development. The literature reviewed is structured through the four modes of experiencing outlined in the TEM: experience as pure pleasure, as re-discovery, as existentially authentic exploration, and as knowledge seeking.

The TEM provides a model for all potential experiencing, that is, it models the boundaries of what experiencing could be throughout the tourist journey. The discussion of the literature also shows that, in many occasions, different experiential stages, states and modes of feeling await far more detailed research.

The paper highlights not a particular mode or phase within an experience but better captures the latency of experiencing. The paper argues that the model helps to better distinguish the processes of experiencing and challenges research to identify phases and developments, strategies and heuristics that take the tourist's potential “travel career” or self-developmental trajectories into consideration.

Stations have two main functions. The primary function of a station is to connect different modes quickly and easily with each other, this is when passengers are moving from one place to another. The secondary function is to make sure that passengers can spend their (waiting) time at a station in a pleasant way when they are staying at the station. Interchanges have to be designed to make moving as efficient as possible and staying as pleasant as possible. This means that users want a station where they can move safe, fast and easily and spend their time in a comfortable and pleasant way. The station experience can be enhanced with optimal (intuitive) wayfinding and environmental stimuli (e.g. music, light, colours, infotainment and advertisements) that can turn a transport interchange into an efficient node and a positive unique place. In this chapter, we explain how the quality of stations can be improved.

Marketing is commonly assumed to be responsible for the consumer society with its hedonistic lifestyle and for undermining other cultures by its materialistic stance. This, for many critics, is the dark side of consumer marketing, undermining its ethical standing. This paper considers the connection between marketing, the consumer society, globalization and the hedonistic lifestyle, and whether marketing is guilty as charged. After all, anything that affects the image of marketing as a profession is important, as this influences both recruitment and social acceptance.

Gnoth and Mateucci (2014) develop a phenomenological point of view and explain how tourists’ consciousness of their own activity determines how they experience a destination. This model is applied here to see how golf tourists might experience their destination and turn it into a meaningful place. This chapter exemplifies how destinations may develop their own uniqueness as a competitive advantage by understanding how tourists create meanings of a destination (here a golf resort). They argue that it is the tourist’s individual propensity to react to a destination that shapes not only motivations, but also perception and evaluation of the experience.

People have unconscious motives which affects their decision-making and associated behavior. The paper describes a study using thematic apperception test (TAT) to measure how unconscious motives influence travelers' interpretations and preferences toward alternative tours and hotels. Using the TAT, the present study explores the relationships between three unconscious needs: (1) achievement, (2) affiliation, and (3) power and preferences for four package tours (adventure, culture, business, and escape tours) and for seven hotel identities (quality, familiarity, location, price, friendliness, food and beverage, and cleanliness and aesthetics). The present study conducts canonical correlation analyses to examine the relationships between unconscious needs and preferences for package tours and hotel identities using data from 467 university students. The study scores 2,438 stories according to the TAT manual to identify unconscious needs. The findings indicate that (1) people with a high need for affiliation prefer an experience based on cultural values and hotels that are conveniently located, (2) individuals with a high need for power indicate a preference for high prices and good value for their money, and (3) people with a high need for achievement prefer a travel experience with adventure as a motivation. The study findings are consistent with previous research of McClelland (1990), Wilson (2002), and Woodside et al. (2008) in exploring impacts of the unconscious levels of human need.

The purpose of this paper is to investigate the differences in consumer pleasure, arousal and purchase intention when consumers encounter food advertising on Instagram using different endorsers and visual complexity levels.

An experimental design was conducted involving 180 undergraduate students from several universities in Surabaya, Indonesia. The participants had actively used Instagram for at least one year.

Food ads endorsed by a celebrity generate more pleasure and arousal than those endorsed by food experts. Food advertising using high levels of visual complexity cues generates more pleasure and arousal than less complex advertising. However, less complex food ads using food experts create greater pleasure than those endorsed by celebrities. Consumer pleasure and arousal were significant mediators of the impact of endorser type and visual complexity on consumer purchase intentions.

As celebrities and higher levels of visual complexity result in more favorable responses to Instagram ads, food marketers need to consider increasing visual complexity when using celebrities in advertising by adding more objects, using more colors, objects, or textures and incorporating asymmetric elements in the advertisements.

This is one of the few studies comparing the effectiveness of celebrity and expert endorsers in Instagram advertising. Also, this research extends the existing knowledge about visual complexity in the context of social media advertising.

This research aims to investigate the moderating impact of product shadows in gestalt versus component product frames on ad effectiveness perceptions. It offers insights on shadow-compatible and incompatible modes of product presentation color as well as consumer visual processing modes that offer optimal advertising effectiveness.

This research begins with a content analysis of some popular print magazines and builds on qualitative findings from interviews conducted with two industry executives. It then undertakes four experiments to test the proposed hypotheses following a more deductive approach.

Results reveal that incorporating product shadows increase ad effectiveness for gestalt products presented in black-and-white, but lower ad effectiveness for component products presented in color. Additionally, ad effectiveness for a gestalt (component) product presented in black-and-white (color) increases (decreases) in the presence of product shadow when consumers are currently processing in a compatible, gestalt (component) visual mode.

In addition to extending the limited marketing research on product shadows, this research contributes to the literature studying information communication theory (ICT) and advertising effectiveness, Construal-Level Theory (CLT), Heuristic–Systematic Model (HSM) of information processing and stylistic visual cues used in advertising.

This research is focused on advertising effectiveness, providing a tangible outcome of interest to practitioners. An optimal use of this simple, inexpensive and stylistic ad element can help managers design effective communications without forgoing established brand equity.

Limited marketing research on product shadows has only looked at their impact on product luxury implications (Sharma, 2016), experiential versus functional brand evaluations (Sharma, 2018) and product heaviness perceptions (Sharma and Romero, 2020). To the best of the authors’ knowledge, this work is the first to investigate specific gestalt versus component product contexts and the role of black-and-white and colored product presentations, along with specific consumer visual processing modes where shadows either increase or decrease the overall ad effectiveness.

This study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and the moderating effect of online users' modes on that relationship. The theory of presence serves as the foundation for the relationships among variables.

A quasi-experimental research design was used to carry out the investigation. The analysis was performed on 865 valid responses from the treatment and control groups.

Results showed no mediation for the control group and partial mediation for the treatment group. The treatment group's moderated mediation relationships were found as significant, but the control group's relationships were insignificant. The findings also supported the hypothesis that there is a significant association between perceived personalization and online advertising engagement for playful online users and a weak relationship for serious online users. On the mediation link of online advertising engagement between perceived personalization and positive electronic word of mouth, the conditional indirect influence of “online users' modes” has been specifically studied.

This study is the first to examine online advertising through the lens of the theory of presence and offers a moderated-mediation model of Online Users' Modes and Online Advertising Engagement, which is a valuable addition to the marketing body of knowledge.