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Dynamic advertising, including television and online video ads, demands new theory and tools developed to understand attention to moving stimuli. The purpose of this study is to empirically test the predictions of a new dynamic attention theory, Dynamic Human-Centred Communication Systems Theory, versus the predictions of salience theory.

An eye-tracking study used a sample of consumers to measure visual attention to potential areas of interest (AOIs) in a random selection of unfamiliar video ads. An eye-tracking software feature called intelligent bounding boxes (IBBs) was used to track attention to moving AOIs. AOIs were coded for the presence of static salience variables (size, brightness, colour and clutter) and dynamic attention theory dimensions (imminence, motivational relevance, task relevance and stability).

Static salience variables contributed 90% of explained variance in fixation and 57% in fixation duration. However, the data further supported the three-way interaction uniquely predicted by dynamic attention theory: between imminence (central vs peripheral), relevance (motivational or task relevant vs not) and stability (fleeting vs stable). The findings of this study indicate that viewers treat dynamic stimuli like real life, paying less attention to central, relevant and stable AOIs, which are available across time and space in the environment and so do not need to be memorised.

Despite the limitations of small samples of consumers and video ads, the results of this study demonstrate the potential of two relatively recent innovations, which have received limited emphasis in the marketing literature: dynamic attention theory and IBBs.

This study documents what does and does not attract attention to video advertising. What gets attention according to salience theory (e.g. central location) may not always get attention in dynamic advertising because of the effects of relevance and stability. To better understand how to execute video advertising to direct and retain attention to important AOIs, advertisers and advertising researchers are encouraged to use IBBs.

This study makes two original contributions: to marketing theory, by showing how dynamic attention theory can predict attention to video advertising better than salience theory, and to marketing research, showing the utility of tracking visual attention to moving objects in video advertising with IBBs, which appear underutilised in advertising research.

Diagnosing pain in neonates is difficult but critical. Although approximately thirty manual pain instruments have been developed for neonatal pain diagnosis, most are complex, multifactorial, and geared toward research. The goals of this work are twofold: 1) to develop a new video dataset for automatic neonatal pain detection called iCOPEvid (infant Classification Of Pain Expressions videos), and 2) to present a classification system that sets a challenging comparison performance on this dataset. The iCOPEvid dataset contains 234 videos of 49 neonates experiencing a set of noxious stimuli, a period of rest, and an acute pain stimulus. From these videos 20 s segments are extracted and grouped into two classes: pain (49) and nopain (185), with the nopain video segments handpicked to produce a highly challenging dataset. An ensemble of twelve global and local descriptors with a Bag-of-Features approach is utilized to improve the performance of some new descriptors based on Gaussian of Local Descriptors (GOLD). The basic classifier used in the ensembles is the Support Vector Machine, and decisions are combined by sum rule. These results are compared with standard methods, some deep learning approaches, and 185 human assessments. Our best machine learning methods are shown to outperform the human judges.

Marketers use e-mail in new, potentially more informative, entertaining and lucrative ways – such as embedding video. The purpose of this paper is to examine consumer responses to audiovisual (i.e. text along with a short video) versus text-only messages in brand communication. Specifically, authors seek to uncover the efficacy of marketer-embedded video (vs text-only) in e-mail on the consumer's product interest, informativeness, perceived prestige, electronic word-of-mouth (e-WOM) intentions and willingness to pass the electronic message along digitally or on social media. With the dual coding theory and selective visual attention as theoretical guideposts, the intended contribution is a framework that can explain and predict advantages for multi-modal e-mail marketing communications.

Five hypotheses are tested experimentally with a one-factor experiment with two conditions (text-only vs audiovisual). The sample was 240 adult participants. Real brands (Audi and Apple) were used. For both brands, participants were randomly assigned to one of two conditions of the e-mail (i.e. audiovisual vs text-only). The stimuli are identical, with the exception of embedded video in the e-mail body. The videos are authentic brand videos, are approximately 50 s and use a product feature appeal. Participants’ pre-existing brand attitude was measured. Then, five dependent variables (product interest, informativeness, perceived prestige, e-WOM intentions and willingness to pass the electronic message along digitally or on social media) were considered with respect to consumer exposure to e-mail with video and text in the e-mail from the brand versus text-only e-mail from the brand.

The results supported the hypotheses that audiovisual messages (i.e. those with text and video) heighten informativeness, product interest, perceived prestige, intentions to spread e-WOM for a brand and willingness to pass along the e-mail along to friends and family when compared to text-only messages. These experimental findings from a one-factor experiment with two conditions (text-only vs audiovisual) are generally consistent for an American consumer technology brand Apple (iPhone) and a German luxury automobile brand Audi (S4). Hypotheses are supported for both brands (Apple and Audi), with the exception of product interest for Audi, which may be explained by the high price of a luxury automobile.

An implication here for the dual coding theory is that the theory may be extended to consider what happens after the consumer codes the information with both the verbal and the non-verbal subsystem. The finding of interest to information processing scholars is that a video accompanying text communication from a brand to a consumer has an advantage over text-only communication. Brands that communicate with multi-modal marketing communication have better outcomes in informativeness, brand prestige perceptions and intentions of online consumer behaviors, including positive e-WOM for the brand in general and willingness to pass the specific content along in digital and social media platforms. Consumers can become brand advocates by being more inclined to forward the e-mails with the product short video as well as the e-mail text.

Brand marketers should consider e-mail in an integrated brand promotion (IBP) campaign as a cost advantage; one of the reasons e-mail should have a solid place in the IBP toolkit is due to e-mail's relatively low cost. The main cost comes with administration and production of the video. As a managerial implication for advertisers, embedding ads of a short video format in e-mails is a way to be more effective than plain-text e-mails. Short videos in e-mails are a reasonable idea to include in an integrated marketing communications effort (plausibly due to information processing with both a verbal and a non-verbal system). Brands can use videos in e-mails to enhance informativeness regarding products to enhance product differentiation from competitors. Yet, it is important to raise caution with some concerning disadvantages potentially associated with e-mail marketing and video. The three areas of caution include potential issues of privacy, clutter and technical inhibitors.

Despite the fact that e-mail is one of the most heavily used communication tools in marketing, there is scarce literature on e-mail and branding. By brands evoking a degree of prestige with embedded videos, consumer willingness to become part of the marketing communications is enhanced, as their e-WOM and willingness to share the branded content increase.

The aims of this paper are to establish: a typical women's apparel store environment as a realistic base for measuring the effects of changes; effective environmental stimuli levels; and the effect of repeated exposure on affect.

A schema of typical stimuli is developed through literature, observing 212 stores, and surveying 39 women's fashion retail GMs. An experiment (n=489) establishes the set of stimuli and effective levels for creating affect for a women's fashion store. Shoppers (n=62) were repeatedly exposed to combinations of the two sets (industry standard and “ideal”) to examine whether decay in affect occurs, and whether changes can mitigate this.

Interactions between sensory stimuli have a significant effect on fashion shoppers’ affect for a store. Fashion retailers are less differentiated in their use of sensory stimuli than they could be to achieve the responses they expect. Stagnation from repeated exposure can diminish affect for the store whereas small changes in stimuli levels can revitalise and increase affect.

A model of sensory stimuli‐based relationships with shopper affect should incorporate interactions. Empirically, different stimuli can easily be added or substituted within a dimension to test its effect within a factorial design. A model of fashion store atmosphere is likely to require a mediating influence of repeated exposure.

It is worthwhile getting the “correct” package of stimuli for a fashion store's atmosphere. This does not necessarily require wholesale changes; rather small changes in stimuli level can enhance a store.

The paper presents the only study to use a holistic approach to store atmosphere and base effectiveness measures against the fashion industry norm, and consider the effect of repeated exposure.

This research employed two neurophysiological techniques (electroencephalograms (EEG) and galvanic skin response (GSR)) and machine learning algorithms to capture and analyze relationship-oriented leadership (ROL) and task-oriented leadership (TOL). By grounding the study in the theoretical perspectives of transformational leadership and embodied leadership, the study draws connections to the human body's role in activating ROL and TOL styles.

EEG and GSR signals were recorded during resting state and event-related brain activity for 52 study participants. Both leadership styles were assessed independently using a standard questionnaire, and brain activity was captured by presenting subjects with emotional stimuli.

ROL revealed differences in EEG baseline over the frontal lobes during emotional stimuli, but no differences were found in GSR signals. TOL style, on the other hand, did not present significant differences in either EEG or GSR responses, as no biomarkers showed differences. Hence, it was concluded that EEG measures were better at recognizing brain activity associated with ROL than TOL. EEG signals were also strongest when individuals were presented with stimuli containing positive (specifically, happy) emotional content. A subsequent machine learning model developed using EEG and GSR data to recognize high/low levels of ROL and TOL predicted ROL with 81% accuracy.

The current research integrates psychophysiological techniques like EEG with machine learning to capture and analyze study variables. In doing so, the study addresses biases associated with self-reported surveys that are conventionally used in management research. This rigorous and interdisciplinary research advances leadership literature by striking a balance between neurological data and the theoretical underpinnings of transformational and embodied leadership.

Consumer researchers and marketing practitioners increasingly appreciate the potential of videography to generate better insights into consumers' behaviours. The purpose of this paper is to introduce the Mindcam research methodology as an addition to the videographers tool‐kit, which uniquely records and interprets videographic data from a first‐person perspective.

The philosophical rationale for collecting observational data from the informant's perspective is presented. A full description is provided of an innovative research method that allows market researchers to observe, record and interpret consumers' experiences from the informants' literal and figurative viewpoints. The technical and ethical issues that should be addressed when using this methodology are specified.

Observational research presently shapes and edits data as it is collected, filtering others' behaviour through the researcher's perspective to generate interpretive insights. Recording consumers' lived reality, from their own unedited perspective, allows the consumer experience to be re‐lived by the researcher. This assists in generating a negotiated interpretation of the consumer's reality. Findings are not constrained by the researcher's perspective of the informants' reality.

This new method integrates own‐perspective videography with post‐hoc visual elicitation, thereby generating informant‐driven perspectives of their own lived consumption reality. Dual‐mode presentation of the data (original experience with the informant's interpretation) enables viewers to judge the truthfulness of the interviewer‐informant negotiated interpretation of the informant's lived consumption reality. Enough information is provided for others to employ the Mindcam method in their own research.

This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.

An experiment with 809 subjects is conducted by analyzing 20 one-minute video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR sponsorship, advertising, and conventional sponsorship.

The results show that the indicators of recall, credibility, and perceived congruence improve when the VAR sponsorship format is used.

This is the first manuscript to examine the effectiveness of a new type of sponsorship: VAR sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of sponsorship.

The purpose of this paper is to examine the impact of happiness expressed by service firm employees when they are depicted in marketing communications materials, such as printed ads and videos.

Two experiments were conducted in a fitness service setting, in which employee display of happiness was manipulated (low vs high).

Both experiments showed that expressions of high levels of happiness produced a more positive attitude toward the service employee than expressions of low levels of happiness. Moreover, the impact of the expression of happiness on the evaluation of the employee was mediated by several variables, which suggests that the influence of depicted employees’ emotional expressions can take several routes.

The results imply that service firms should not only be mindful about which specific employee they select for appearing in marketing communications materials, they should also pay attention to the emotional displays of selected employees.

The present study contributes to previous research by assessing a set of potential mediators to explain why displays of happiness influence consumers, and by examining these effects in a marketing communications setting in which the customer is exposed to still images or video-based representations of the employee. The present study also focuses explicitly on happiness rather than on smiles.

This paper aims to investigate how the physical and sensory environmental triggers interact with subjective consumer evaluations in the production of shopping experiences, an under-investigated theme, despite its relevance.

An interpretative multi-method approach was used by combining video observation with camera eyeglasses and in-depth interviews with 30 customers of a department store.

Results offer a holistic framework with four-dimensional axial combination involving physical comfort, psychological comfort, physical product evaluation and sensorial product evaluation. Based on this framework, results highlight the role of comfort and products in producing shopping experience in ordinary store visits.

The findings contribute both to consumer experience studies and to the retail marketing literature in shading a light on experience production in ordinary store visits. Specifically, we detail these visits not as a static response to a given environment stimulus, but as a simultaneous objective and subjective combination able to produce experience.

The results encourage managers to understand the experience production not just as an outcome of managerially influenced elements, like décor or odor. It involves considering subjective elements in the design of consumers’ physical and sensorial retail experiences.

Adopting an innovative method of empirical data collection, results generated a framework that integrates the objective shopping environment and subjective consumer responses. This research considers the role of comfort and product features and quality both physically and sensorially to develop experiences in a holistic manner in ordinary shopping visits.

Recent research has demonstrated that people are more likely to engage with fatty food content online. One way health advocates might facilitate engagement with healthier, calorie-light foods is to alter how people process food media. This research paper aims to investigate the moderating role of viewer mindset on consumer responses to digital food media.

Two experiments were conducted by manipulating the caloric density of food media content and/or one’s mindset before viewing.

Results show that the relationship between nutrition and engagement is moderated by consumer mindset, where activating a more calculative mindset before exposure can elevate social media engagement for calorie-light food media content.

These findings contribute to the domain of obesogenic digital environments and the role of nutrition in consuming food media. By examining how mindsets interact with affective evaluations, this work demonstrates that a default mindset based on instinct can be shifted and thus alter subsequent behavioral intentions.

This work provides insight into what can boost the visibility and engagement of healthy food content on social media. Marketers can help promote healthier food media by cueing consumers to think more deliberately before exposure.

This research builds on recent work by demonstrating how to boost engagement with healthy foods on social media by cueing a more thoughtful mindset.