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1 – 5 of 5Wendy C. Doucette and Rebecca L. Tolley
This chapter investigates ways in which civility and mindful speech within the library workplace can improve the quality of employees’ interactions with each other. While most…
Abstract
This chapter investigates ways in which civility and mindful speech within the library workplace can improve the quality of employees’ interactions with each other. While most examinations of communication within libraries focus on the exchange between patrons and providers, this case study focuses on the vehicle of communication among co-workers and examines how civil discourse coupled with mindful speech reinforced by mindful actions can foster an atmosphere of cooperation, leading ultimately to empathy. We highlight common points within national and local civility initiatives which allow institutions to preserve their own unique culture while adhering to accepted benchmarks of civil dialogue. Although we present a mix of suggested strategies for cultivating mindful words and actions, based on empirical research limited to our own institution, we recommend civility and mindful speech leading to mindful action as gateways toward the adaptation of healthy shared values. Emphasizing civility, one of the cornerstones of civilization and peaceful coexistence, has widespread practical and social implications for countering the detrimental effects of poor communication. This effective, affordable, and attainable practice can repair the underdeveloped, fractured, and even dysfunctional relationships which lead to low workplace morale.
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Mohammed Ziaul Hoque, Jinghua Xie and Suraiya Nazneen
The purpose of this paper is to examine the influences of consumer perceptions of labelled information and sensory attributes on consumers’ intention to buy fresh milk.
Abstract
Purpose
The purpose of this paper is to examine the influences of consumer perceptions of labelled information and sensory attributes on consumers’ intention to buy fresh milk.
Design/methodology/approach
An experiment was conducted on 117 consumers in a lab at a university. After closely inspecting the labels’ information and tasting two types of milk, participants were asked to fill in a questionnaire, using the direct interview method. Exploratory factor analysis, confirmatory factor analysis and structural equation modelling were applied to analyse the data.
Findings
The results show that products’ labelled information and the sensory perceptions increase the buying intention of both ultra-high temperature treated fresh milk (UFM) and pasteurised fresh milk (PFM). The sensory perceptions of PFM can mediate the relationship between products’ labels and consumer buying intentions, but this relationship is not true for UFM. According to our results, nutritional facts and taking responsibility for one’s health are the keys to fresh milk commercialisation in terms of higher relative weights and commonness.
Originality/value
Although the sensory aspects of milk have been rigorously evaluated in the food science literature, to the best of the authors’ knowledge, few studies have focussed on the sensory perceptions of fresh milk incorporating process categories (UFM and PFM) and their mediating effect between labelled information and buying intention in the social sciences. The study is pioneering in that it investigates the perceptions of sensory attributes affecting consumer purchasing decisions for fresh milk in an emerging market.
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Lijie Zhou and Fei Xue
This paper aims to examine the effects of visual themes and view perspectives on users’ visual attention to brand posts on Instagram. The impact of visual attention on brand…
Abstract
Purpose
This paper aims to examine the effects of visual themes and view perspectives on users’ visual attention to brand posts on Instagram. The impact of visual attention on brand attitude and recognition is also explored.
Design/methodology/approach
The authors conducted a 4 (visual themes: customer-centric, employee-centric, product-centric and symbolic visuals) × 2 (view perspectives: first-person view vs third-person view) between-subject factorial eye-tracking experiment to explore their effects on viewers’ visual attention (fixation frequency and fixation duration), attitude toward the brand and brand recognition.
Findings
Results showed that, under a first-person view, participants spent the longest time viewing customer-centric images and paid the most attention to product-centric and customer-centric images. For images in the third-person view, product-centric images received the longest fixation duration and highest fixation frequency. Customer-centric image and product-centric image generated significantly higher amount of fixation duration and fixation frequency than the symbolic image, regardless of view perspective. Brand recognition was positively influenced by fixation frequency but not by fixation duration.
Originality/value
This study is an extended application of Aaker’s (1996) brand identity planning model in visual branding on Instagram. As the findings indicated, the effective use of visual strategies could lead to more positive responses toward the brand. By understanding how optical elements stimulate visual branding processing, marketing professionals will be able to improve information designing skills in visual-based social media platforms (such as Instagram).
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