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Article
Publication date: 14 May 2018

Kristina Haberstroh, Ulrich R. Orth, Tatiana Bouzdine-Chameeva, Justin Cohen, Armando Maria Corsi, Roberta Crouch and Renata De Marchi

Extending research on cultural differences in aesthetic appreciation, the purpose of this paper is to show how a more interdependent self-construal, a cultural and…

Abstract

Purpose

Extending research on cultural differences in aesthetic appreciation, the purpose of this paper is to show how a more interdependent self-construal, a cultural and individual difference variable related to one’s social self, impacts the influence of visual harmony on consumer evaluations of marketing artifacts’ attractiveness.

Design/methodology/approach

Data were obtained via three studies from a total of 1,498 consumers in Australia, Brazil, China, France, Germany, and Italy. Marketing visuals included the design of products, packages, typefaces, and logos. Self-construal was both measured and manipulated.

Findings

The results indicate that a person’s self-construal moderates the effect of visual harmony on attractiveness. Specifically, the positive effect of visual harmony on attractiveness – through self-congruity – is more pronounced with consumers possessing a more interdependent self-construal, and with products that are more hedonic than utilitarian.

Practical implications

Given the pivotal role attractiveness has in influencing consumer behavior, understanding what differences, at the individual and cultural levels, impact the harmony-attractiveness relationship helps marketers to better match the visual design of marketing stimuli to target audiences.

Originality/value

This study is among the first to show how the social-self impacts consumer response to marketing visuals. Further, value stems from adopting a holistic perspective on design, clarifying the process mechanism, and identifying boundary conditions.

Details

International Marketing Review, vol. 35 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 1 March 2002

Ulrich Orth

More and more wine producers realise the opportunities that lie within designing extrinsic product attributes for promoting their wine. Unique packaging (e.g. special…

Abstract

More and more wine producers realise the opportunities that lie within designing extrinsic product attributes for promoting their wine. Unique packaging (e.g. special bottles) or labelling is supposedly more efficient in differentiating the (augmented) wine product than changing the core product (fluid) itself. Wine exhibition awards (medals or diplomas, usually at the gold or silver level) have become particularly popular for the purpose of signalling an outstanding quality to the buyer. This can be observed in grocery store assortments as well as in special wine stores. The potential relevance of this strategy draws from the fact that only a fraction of worldwide sales of bottled wine goes to educated wine connoisseurs who evaluate the real value of a wine by attributes like varietal, producer, vintage, vineyard, etc. The average wine consumer's choice is likely to be influenced to a greater extent by product attributes that require less of an insiders' knowledge. Exhibition medals could be of special interest to wine suppliers by quickly conveying a summary of expert opinions. Interested buyers would not be required to read the sometimes extensive information written in usually small letters on the labels. Instead, medals etc. enable them to quickly and reliably evaluate the quality.

Details

International Journal of Wine Marketing, vol. 14 no. 3
Type: Research Article
ISSN: 0954-7541

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Article
Publication date: 8 February 2013

Sandra Littel and Ulrich R. Orth

This paper aims to examine how visual and haptic package design characteristics singularly and jointly affect consumers' brand impressions.

Abstract

Purpose

This paper aims to examine how visual and haptic package design characteristics singularly and jointly affect consumers' brand impressions.

Design/methodology/approach

Integrating and extending design perception with congruence and fluency theories, the paper presents three research propositions that are tested in three studies. Bottled water serves as an example category with data provided by professionals and consumers.

Findings

Study 1 identifies key types of holistic bimodal designs (Modern, Big Grip, Prototypical‐Small, Boxy Billboards, and Prototypical‐Large) based on brand visual and haptic factors. Study 2 relates these types to unique single‐modal brand impressions. Study 3 determines how consumers evaluate brands depending on the semantic congruence between haptics and visuals. Except for the excitement dimension, brand evaluations are more positive under conditions of high rather than low congruence.

Research limitations/implications

The findings are obtained for a single category (bottled water) using experiments designed to highlight and focus consumer attention on the formation of impressions. The findings may thus not fully reflect consumer responses in actual retail purchase situations.

Practical implications

The paper provides preliminary guidelines on how to utilize visual and haptic cues in the design of brand packages for stimulating desired consumer responses.

Originality/value

The work presented in this paper contributes to the literature on design‐based brand inferences and semantic congruence by integrating the visual with the haptic perspectives.

Details

European Journal of Marketing, vol. 47 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 2 April 2020

Ulrich R. Orth, Roberta Carolyn Crouch, Johan Bruwer and Justin Cohen

The purpose of this study is to adopt a functional perspective to integrate and extend three streams of research, the first distinguishing between global affect and…

Abstract

Purpose

The purpose of this study is to adopt a functional perspective to integrate and extend three streams of research, the first distinguishing between global affect and discrete emotional episodes, the second highlighting the capability of places to elicit emotions and the third demonstrating the differential impact of discrete emotions on consumer response. Doing so shows that four positive place emotions have a significant and variable influence on consumer purchase intentions for brands originating there.

Design/methodology/approach

A focus group pilot corroborates that places relate to contentment, enchantment, happiness and pride, which impact consumer response. Study 1 uses landscape photographs to show the four place emotions influence purchase intention for bottled water. Study 2 retests the impact of place emotions, using short vignettes and establishes the moderating role of product hedonic nature. Study 3 replicates emotion effects, corroborating their non-conscious nature and establishing their impact in the presence of place cognitions.

Findings

Together, the empirical studies provide evidence for effects of four discrete place emotions, especially with hedonic products and under conditions of cognitive load. Effects are robust when a person’s mood, buying volume, category knowledge, impulse buying tendencies and place cognitions are included as controls.

Research limitations/implications

The study contributes to a better understanding of the emotional dimension of origin effects by adopting a novel, theory-based perspective on discrete positive place emotions impacting consumer response.

Practical implications

Managers invest substantially in places to elicit positive feelings, gravitating toward the view that all they need to do is create a global positive effect with consumers. The study informs this perspective by demonstrating how discrete emotions influence consumer response.

Originality/value

This study is among the first to examine discrete positive place emotions as possible drivers of consumers’ purchase intention.

Details

European Journal of Marketing, vol. 54 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 13 February 2017

Ulrich R. Orth and Gregory M. Rose

This study aims to integrate Roccas and Brewer’s (2002) social identity complexity theory with the brand symbolism literature to propose a new construct: brand identity…

Abstract

Purpose

This study aims to integrate Roccas and Brewer’s (2002) social identity complexity theory with the brand symbolism literature to propose a new construct: brand identity complexity (BIC). Different than previous conceptualizations of identity complexity which focus on the degree of internal differentiation of the personal self, BIC focuses on the degree of complexity in the social self and is defined as a consumer’s subjective representation and psychological state of belongingness to multiple identity-constructing brand ingroups. BIC impacts the adoption of new brands as they relate to the social self.

Design/methodology/approach

Three experiments were performed to test BIC’s predictive power. Study 1 measures BIC and tests its influence on the adoption of new brands positioned as unique. Study 2 manipulates BIC through priming and tests its influence on the adoption of new brands that appeal to independence. Study 3 also manipulates BIC and examines its influence on the adoption of brand extensions.

Findings

Study 1 demonstrates that high BIC consumers are more likely to adopt a new brand that appeals to a unique social self. Study 2 shows that high BIC individuals are more likely to adopt a new brand that appeals to an independent self. Study 3 shows that high BIC consumers are more likely to adopt a brand extension with a low fit to the parent category. All three studies offer evidence of the mediating role of identity-driven payoffs.

Research limitations/implications

The findings suggest that individuals perceive their multiple brand ingroups to be more or less complex. This outcome merges the social identity theory with consumer–brand relationship research and adds to an emerging stream of research that explores personal, situational and cultural differences in the social self and its relation to commercial offers.

Practical implications

Marketers can benefit from the findings by better understanding which brand appeals will be more effective with target consumers and under what conditions.

Originality/value

This research develops a conceptual framework for understanding the development of brand ingroup-based identity complexity.

Details

European Journal of Marketing, vol. 51 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Article
Publication date: 23 August 2011

Ulrich R. Orth

Abstract

Details

International Journal of Wine Business Research, vol. 23 no. 3
Type: Research Article
ISSN: 1751-1062

Abstract

Details

International Journal of Wine Business Research, vol. 23 no. 1
Type: Research Article
ISSN: 1751-1062

Content available
Article
Publication date: 3 June 2013

Ulrich R. Orth

Abstract

Details

International Journal of Wine Business Research, vol. 25 no. 2
Type: Research Article
ISSN: 1751-1062

Content available

Abstract

Details

International Journal of Wine Business Research, vol. 21 no. 4
Type: Research Article
ISSN: 1751-1062

Content available

Abstract

Details

International Journal of Wine Business Research, vol. 21 no. 3
Type: Research Article
ISSN: 1751-1062

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