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The purpose of this paper is to develop and test a method that can gradually find a sweet spot between user experience and visual intensity of website elements to maximise user conversion with minimal adverse effect.

In the first phase of the study, the authors develop the method. In the second stage, the authors test and evaluate the method via an empirical study; also, an experiment was conducted within web interface with the gradual intensity of visual elements.

The findings reveal that the negative response grows faster than conversion when the visual intensity of the web interface is increased. However, a saturation point, where there is coexistence between maximum conversion and minimum negative response, can be found.

The findings imply that efforts to attract user attention should be pursued with increased caution and that a gradual approach presented in this study helps in finding a site-specific sweet spot for a level of visual intensity by incrementally adjusting the elements of the interface and tracking the changes in user behaviour.

Web marketing and advertising professionals often face the dilemma of determining the optimal level of visual intensity of interface element. Excessive use of marketing component and attention-grabbing visual elements can lead to an inferior user experience and consequent user churn due to growing intrusiveness. At the same time, too little visual intensity can fail to steer users. The present study provides a gradual approach which aids in finding a balance between user experience and visual intensity, maximising user conversion and, thus, providing a practical solution for the problem.

The purpose of this study is to understand whether increasing the number of sensory modalities being stimulated impacts consumers’ in-store emotional responses (i.e. in-store enjoyment and arousal), store image perception and brand attitude.

The study used a between-subjects experimental design to examine 551 individuals’ perceptions and emotional responses in four sensory modalities stimulation conditions (i.e. visual, visual-smell, visual-taste and visual-smell-taste). The study used virtual reality visualisation technology and psychophysiological measurements (i.e. skin conductance and facial expression) to improve the ecological validity of the study design.

The current study supports the importance of multisensory in-store atmospheric design. When increasing the number of sensory modalities being stimulated, more positive emotional responses and perceptions were recorded. Additionally, increasing the number of sensory modalities also increased perceived intensity, and perceived intensity mediate the relationship between the stimulation of multisensory modalities and perception.

The study is without its limitations. For instance, the scope of the study was limited by the exclusion of auditory and haptic stimulation, the lack of manipulation of sensory intensity and the absence of sensory congruency examination.

This study contributes to retail and marketing practices by providing evidence to assist the retail design of in-store sensory cues and customer experiences.

This research uses both self-reported measures and biometric measures to test the sole effect of sensory modalities being stimulated on consumer evaluation. To the best of the authors’ knowledge, this study is the first to examine store atmospheric designs with psychophysiological methodologies and an immersive, two-story-high, 180-degree-visual-field and dome-shaped display.

Visual animation of sponsorship signage has become a frequently used technique at televised sports with the aim to increase viewer attention. The purpose of this paper is to investigate the impact of animation intensity of sponsorship signage on sport viewers’ attention and to examine viewers’ visual confusion as a reaction to increasing animation intensity.

Based on a lab experiment, eye-tracking methodology was applied to analyze the participants’ visual attention to animated sponsorship signage. The stimulus films showed a highlight video clip of a tennis match and included five different intensity levels of animated signage. The hypothesized causal relationships were tested by using linear regression analysis and structural equation modeling.

The results demonstrate that animation intensity of sponsorship signage positively influences sport viewers’ attention. The findings also reveal that animation intensity has no significant effect on sport viewers’ visual confusion.

The findings suggest the use of higher animation intensity levels for effective sponsorship communication in sports broadcasts. Furthermore, there is still more potential to improve sponsorship communication at televised tennis events as viewer confusion was not affected by animation intensity.

This research contributes to the body of knowledge by taking into account different intensity levels of animated sponsorship signage in a tennis event context. It is the first study that demonstrates the impact of animation intensity to improve sponsorship communication at televised sporting events.

This paper aims to explore the influence of four types of imagery stimuli (i.e. visual, olfactory, gustatory and auditory) on food craving intensity based on the Elaborated Intrusion theory and the central role of mental imagery in the food craving experience. The roles of overall perception of sensory imagery attributes and perceived availability in moderating this process were also tested. The aim is to extract the positive aspects of food cravings by increasing them and shifting them toward healthy foods.

In an online experiment, 314 participants were randomly primed with each imagery condition. After being exposed to either healthy or unhealthy food pictures, participants completed a questionnaire measuring their craving state, trait food craving, imaging ability, BMI, dietary restraint, hunger and mood. At the end, the impact of food craving intensity on marketing outcomes (i.e. willingness to pay, price sensitivity and food intake) were tested.

As predicted, visual imagery was found to be the strongest stimulus inducing food craving followed by olfactory, gustatory and auditory stimuli. Furthermore, the results indicate that perceived availability of food is the only important variable moderating this process. Additionally, the results show that hunger makes consumers more susceptible to food cravings than mood. Moreover, food craving intensity showed significant impact on the two marketing outcomes: willingness to pay and food intake.

First, the authors used a cheeseburger as unhealthy food and salad as healthy food, future studies can increase the generalizability of the findings by using other types of food. Second, physiological and psychological disorders should be considered and studied as influential factors on food cravings in future studies. Third, future studies should include some behavioral measures besides the analysis of state and trait craving. Fourth, although the main objective of this study was to compare the effect of different imagery stimuli on consumers’ food craving, there was no control (no-stimulus) condition.

Marketing strategists may benefit from the fact that encouraging consumers to visualize some specific type of food product along with informing them about its availability will elevate their craving for that food product. Hence, using this strategy in shopping environments could be beneficial. In the context of improving people’s diet, our results showed that encouraging people to visualize healthy foods (e.g. fruits and vegetables) might be more helpful than priming them with the benefits of eating healthy.

There has been a recent enthusiastic interest in identifying the role of food related mental imagery and stimuli in consumers’ decision making and their final consumption (Christian et al., 2016). Nevertheless, very few studies in marketing have paid attention to these underpinning stimuli driving food craving and the significant influence of this food craving phenomenon on marketing outcomes.

This paper aims to study consumers’ visual attention and emotional experience with clothing design factors and their combinations from the perspective of cognition and emotion and propose an interaction phenomenon to evaluate the combined effect of clothing factors to better guide online clothing design and sales.

An eye movement physiology experiment was conducted, 33 participants screened by questionnaires were invited for this experiment. Hypotheses of visual attention were verified by the FIRST_FIXATION_TIME indicator, DWELL_TIME indicator and FIXATION_COUNT indicator. Hypotheses of emotional experience were verified by the PUPIL_SIZE indicator.

First, on the product list page, it is better to use only the three factors of clothing and a small number of stimulating factors. Second, when the stimulus is consistent with the cognitive task performed by the consumer, the efficiency of the task and the consumer's user experience will be improved. Third, the positive interaction phenomenon of clothing design factors and their combinations could significantly attract consumers' visual attention and improve their emotional experience.

This work argues consumer interest and emotional experience with online clothing can be expressed through eye movement physiological indicators, and the concept of interaction was proposed to evaluate the design and display of online clothing.

This paper conducted interaction research on online clothing design factors and their combinations from the perspective of cognition and emotion, which provided an objective quantitative method for online clothing designers and online clothing retailers.

Here the authors investigate the effects of a visual color cue (brown color) on saltiness expectations, emotional responses and purchase intention of commercial soy sauce products.

The study enrolled 100 participates, and three sauce colors (light brown, medium brown and dark brown) were used as treatments in this experimental design research. The data analysis was done by a structural equation modeling (SEM) approach with repeated measures.

The findings indicated that, for the medium and dark brown sauces, the final model revealed a positive effect of sauce color intensity on saltiness expectation, a positive impact of saltiness expectation on emotion and a positive impact of emotion on purchase intention with statistically indifferent factor loadings. Hence, both the medium and dark brown colors soy sauces were the preferred choices for consumers. However, for the light brown color, the test result was unsatisfactory.

Several empirical studies have identified visual cues as useful for sodium reduction. However, from a marketing perspective, a causal relationship between the color intensity and a customer's purchase intention has not been explored in soy sauce products using an experimental design concept and SEM.

Adopting a brand prominence perspective, this study aims to examine how textual and visual brand elements influence the success of crowdfunding campaigns for aftermarket offerings.

A Python-based Web scraper was used to collect data from 620 crowdfunding campaigns for aftermarket offerings hosted on Kickstarter. The linguistic inquiry and word count application programing interface was then used to analyze the linguistic aspects of these campaigns. A fixed effects regression model was used to evaluate the hypotheses.

Textual and visual brand prominence are positively associated with campaign success. Further, with some variations, both types of brand prominence augment the positive effects of narrative and graphic design elements on campaign success.

This study makes novel theoretical contributions to the literature on branding, crowdfunding and aftermarket products. The results also provide practical insights to aftermarket enterprises on creating compelling crowdfunding campaigns.

By analyzing the direct and synergistic effects of branding, narrative and graphic design elements on crowdfunding success, this study extends various literature streams and identifies several future research opportunities.

Law on the screen goes beyond film. It takes us to the domains of mind and culture, power and politics, technology and rhetoric, and the changing contours and norms of professional practice, craft, and pedagogy. Law on the screen is a multidisciplinary affair. It embraces empirical/descriptive, political/normative, and jurisprudential/theoretical dimensions of scholarship. By codifying what we know and how we know it, culture and technology mimic the regulatory force of law. But just as law is shaped and informed by technology and culture so, too, are technology and culture shaped and informed in turn by law's power to regulate. Code is a two-way street. Who gets to design the code, how, and with what effect? That is the political question par excellence of our day.

The status of welding process is difficult to monitor because of the intense disturbance during the process. The purpose of this paper is to use multiple sensors to obtain information about the process from different aspects and use multi‐sensor information fusion technology to fuse the information, to obtain more precise information about the process than using a single sensor alone.

Arc sensor, visual sensor, and sound sensor were used simultaneously to obtain weld current, weld voltage, weld pool's image, and weld sound about the pulsed gas tungsten‐arc welding (GTAW) process. Then special algorithms were used to extract the signal features of different information. Fuzzy measure and fuzzy integral method were used to fuse the extracted signal features to predict the penetration status about the welding process.

Experiment results show that fuzzy measure and fuzzy integral method can effectively utilize the information obtained by different sensors and obtain better prediction results than a single sensor.

Arc sensor, visual sensor, and sound sensor are used in pulsed GTAW at the same time to obtain information, and fuzzy measure and fuzzy integral method are used to fuse the different features in welding process for the first time; experiment results show that multi‐sensor information can obtain better results than single sensor, this provides a new method for monitoring welding status and to control the welding process more precisely.

Psychological factors such as post-traumatic stress and depression may play an important role in the recovery after whiplash injuries. Difficulties in psychosocial functioning with limitations in everyday life may dominate for some time after the injury. Our study therefore investigates the relationships between pain, post-traumatic stress, depression, and community integration. A set of questionnaires was answered by 191 persons (88 men, 103 women) five years after a whiplash injury to assess pain intensity (visual analogue scale, VAS), whiplash-related symptoms, post-traumatic stress (impact of event scale, IES), depression (Beck depression inventory, BDIII), community integration (community integration questionnaire, CIQ), life satisfaction (LiSat-11). One or more depressive symptoms were reported by 74% of persons; 22% reported scores that were classified as mild to severe depression. The presence of at least one post-traumatic symptom was reported by 70% of persons, and 38% reported mild to severe stress. Total scores of community integration for women were statistically significantly higher than for men. The total VAS score was correlated positively to the IES (r=0.456, P<0.456), the BDI (r=0.646, P<0.001), and negatively to the CIQ (r=-0.300, P<0.001). These results highlight the view that a significant proportion of people experience both pain and psychological difficulties for a long time after a whiplash injury. These findings should be taken into consideration in the management of subjects with chronic whiplash symptoms and may support a multi-professional rehabilitation model that integrates physical, psychological, and psychosocial factors.