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Article
Publication date: 19 July 2021

Devika Vashisht

The motivation behind the study is to look at the impact of novelty in games on brand recall and attitude, and to dissect the directing job of game interactivity from the…

Abstract

Purpose

The motivation behind the study is to look at the impact of novelty in games on brand recall and attitude, and to dissect the directing job of game interactivity from the points of view of “contrast effect,” “engagement theory” and “transportation theory”.

Design/methodology/approach

A 2 (novelty: congruent or incongruent) × 2 (game interactivity: high or low) between-subject measures design was used. In total, 172 management students participated in the study. A 2 × 2 between-subjects measure multivariate analysis of variance (MANOVA) was utilized to test the hypotheses.

Findings

Incongruent novelty results in higher brand recall but less favorable brand attitude than congruent novelty. Interactivity moderates the relationship between novelty congruence and brand recall such that in a high-interactivity condition, incongruent novelty results in higher brand recall than that in the low-interactivity condition. But, in case of the high-interactivity condition, congruent novelty results in more favorable brand attitude than that in the low-interactivity condition.

Practical implications

Developing high brand recall rates and attitudes are the prime objectives of the marketers for choosing a medium to advertise their brands. This investigation adds knowledge to the area of interactive marketing, particularly in-game advertising as a media technique to promote brands taking novelty and game interactivity factors into thought.

Originality/value

From the perspectives of interactive marketing, psychological elaboration, mind-engagement and transportation of experience, this investigation adds to the literature of advanced media advertising, explicitly to in-game advertising by looking at the effect of novelty and game interactivity.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

Keywords

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Book part
Publication date: 15 June 2012

Jason Potts

An NBM is a market form in that it is made of institutions and business models. It arises in a particular context where abundant novelty issuing from the producer side…

Abstract

An NBM is a market form in that it is made of institutions and business models. It arises in a particular context where abundant novelty issuing from the producer side meets substantial search costs and evaluation difficulties on the consumer side. In a NBM consumers don’t necessarily know what they are searching for. These difficulties on the demand side are specifically caused by the fact that novel goods, which are experience goods, often require new “rules for choice” as new suites of evaluative criteria.

Details

The Spatial Market Process
Type: Book
ISBN: 978-1-78190-006-2

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Book part
Publication date: 17 September 2020

Joseph R. Priester and Monique A. Fleming

The phenomenon of creativity spans research topics across Marketing and Consumer Behavior. Interest in, and research on, creativity has grown over the past several…

Abstract

The phenomenon of creativity spans research topics across Marketing and Consumer Behavior. Interest in, and research on, creativity has grown over the past several decades. With this heightened attention comes the question of how best to conceptualize and measure creativity. This question is addressed by reviewing the conceptualizations and measures used in the psychological study of creativity. From this review, we build a framework by which to analyze papers from the Journal of Consumer Research and the Journal of Marketing Research. Based upon this analysis, we provide recommendations and best practices for future research. Of particular importance, we recommend the use of convergent problem-solving tasks in combination with ratings of novelty and usefulness reported separately. Such measures allow one to distinguish between instances of effective-creativity (when an idea is both novel and useful) and instances of quasi-creativity (when an idea is novel but lacks usefulness). The importance of the framework to research and analysis beyond the experimental paradigm is discussed.

Details

Continuing to Broaden the Marketing Concept
Type: Book
ISBN: 978-1-78754-824-4

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Book part
Publication date: 25 July 2008

Antónia Correia, Adriano Pimpão and Geoffrey Crouch

Risk is a major concern among tourists and the objective of this chapter is to investigate how different factors contribute to the overall perceived risk and how novelty

Abstract

Risk is a major concern among tourists and the objective of this chapter is to investigate how different factors contribute to the overall perceived risk and how novelty motivations moderate this risk. The sample population of the study consists of 4,057 international tourists on low-cost travel visiting the Algarve, Portugal in 2005 and 2006. The research findings show that the sensibility towards the occurrence of any type of risk vary with the tourist's age, familiarity with the destination, and travel experience as well as their propensity to seek novelty. Furthermore, it finds that younger tourists are more apt to be novelty seekers and, simultaneously, less sensitive to risk, than older tourists are. Familiarity with the destination derives from previous visits, diminishes the sensibility to the risk, and increases the degree of novelty-seeking. This chapter discusses specific managerial and theoretical implications.

Details

Advances in Culture, Tourism and Hospitality Research
Type: Book
ISBN: 978-1-84950-522-2

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Article
Publication date: 24 November 2020

Abderrahim Benlahcene, Amrita Kaur and Rosna Awang-Hashim

The purpose of this paper is to examine the associations between students' basic psychological needs satisfaction, including novelty satisfaction, and the four aspects of…

Abstract

Purpose

The purpose of this paper is to examine the associations between students' basic psychological needs satisfaction, including novelty satisfaction, and the four aspects of student engagement.

Design/methodology/approach

Data were collected from a total sample of 743 undergraduate students from three public universities in northern Malaysia. Structural equation modelling (SEM) was used to analyse the data.

Findings

Competence and relatedness were positively related to the four aspects of student engagement, while autonomy satisfaction was found to relate to agentic engagement. Novelty satisfaction, on the other hand, is related positively with behavioural, emotional and cognitive engagement.

Research limitations/implications

The results provide a new understanding on the importance of novelty satisfaction alongside existing needs in self-determination theory (SDT) in enhancing student engagement.

Practical implications

Educators are encouraged to develop strategies to provide novelty support and facilitate students' basic needs satisfaction in order to establish a motivational learning environment that vitalises students' engagement.

Originality/value

This study breaks new ground by testing the unique relationships of novelty satisfaction along with the psychological needs for autonomy, competence and relatedness, with the four aspects of student engagement in higher education.

Details

Journal of Applied Research in Higher Education, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2050-7003

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Article
Publication date: 4 September 2020

Yucheng Zhang, Jing Li, Chih-Hsing Liu, Yimo Shen and Guiquan Li

Research on the relationship between novelty and travel intention is lacking. This study attempts to fill this gap by developing a theoretical model to explain how novelty

Abstract

Purpose

Research on the relationship between novelty and travel intention is lacking. This study attempts to fill this gap by developing a theoretical model to explain how novelty influences travel intention through two mediating paths: brand equity and tourist motivation.

Design/methodology/approach

In this study, data were collected from 466 foreign visitors to Taiwanese night markets. To test the model, the authors applied structural equation modeling (SEM) to identify the critical attributes that predicted foreign tourists' travel intentions.

Findings

The SEM analysis indicated that novelty in tourism management was related to brand equity and intrinsic motivation, which increased foreign tourists' travel intentions and offered advantages for highly competitive, high-density night markets in Taiwan. In addition, brand equity was an important mediator that connected novelty and tourists' travel intentions. Finally, novelty indirectly affected travel intention and intrinsic motivation through brand equity.

Research limitations/implications

There may exist potential moderators in the relationships among the brand equity and travel intention categories. Future research studies could explore whether any moderators influence the relationship mechanisms examined in this study.

Originality/value

This research expands on previous research studies that have focused on the value of travel intention. Furthermore, the study uses brand equity theory (BET) and the theory of planned behavior (TPB) to examine the mediating effect of intrinsic motivation on the relationship between novelty and travel intention.

Details

Management Decision, vol. 59 no. 6
Type: Research Article
ISSN: 0025-1747

Keywords

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Article
Publication date: 20 February 2020

Christin Seifert and Veena Chattaraman

This study aims to provide a holistic understanding of how visual storytelling influences the objective and subjective cognitive responses of consumers, namely objective…

Abstract

Purpose

This study aims to provide a holistic understanding of how visual storytelling influences the objective and subjective cognitive responses of consumers, namely objective aesthetic impression and subjective aesthetic association, and aesthetic judgments in response to differing levels of novelty in design innovations.

Design/methodology/approach

A mixed-factorial experimental study manipulating the novelty of chair designs (moderate/high) and visual design stories (present/absent) was conducted among 263 female US consumers to test the proposed research model.

Findings

With respect to the main effects of novelty and visual design stories, consumers had more positive cognitive responses and aesthetic judgments to: product designs with moderate (vs high) novelty; and products with visual design stories than without. A significant interaction effect uncovered that visual design stories particularly aided products with high (vs moderate) design novelty with respect to objective aesthetic impressions. Examination of the structural relationships between the variables revealed that subjective aesthetic associations mediate the relationship between objective aesthetic impressions and aesthetic judgments.

Practical implications

To mitigate risk in radical design innovations, marketers should use visual storytelling to communicate product form associations and enable consumers to successfully decode the meaning of novel designs during initial encounters.

Originality/value

By examining a holistic model involving both perceptual and conceptual product concepts, this study fills a critical research void to develop insightful implications on bridging the gap between novel product designs and consumer understanding.

Details

Journal of Product & Brand Management, vol. 29 no. 7
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 29 October 2019

Victor Tang

The purpose of this paper is to present a fresh approach to stimulate individual creativity. It introduces a mathematical representation for creative ideas, six creativity…

Abstract

Purpose

The purpose of this paper is to present a fresh approach to stimulate individual creativity. It introduces a mathematical representation for creative ideas, six creativity operators and methods of matrix-algebra to evaluate, improve and stimulate creative ideas. Creativity begins with ideas to resolve a problem or tackle an opportunity. By definition, a creative idea must be simultaneously novel and useful. To inject analytic rigor into these concepts of creative ideas, the author introduces a feature-attribute matrix-construct to represent ideas, creativity operators that use ideas as operands and methods of matrix algebra. It is demonstrated that it is now possible to analytically and quantitatively evaluate the intensity of the variables that make an idea more, equal or less, creative than another. The six creativity operators are illustrated with detailed multi-disciplinary real-world examples. The mathematics and working principles of each creativity operator are discussed.

Design/methodology/approach

The unit of analysis is ideas, not theory. Ideas are man-made artifacts. They are represented by an original feature-attribute matrix construct. Using matrix algebra, idea matrices can be manipulated to improve their creative intensity, which are now quantitatively measurable. Unlike atoms and cute rabbits, creative ideas, do not occur in nature. Only people can conceive and develop creative ideas for embodiment in physical, non-physical forms, or in a mix of both. For example, as widgets, abstract theorems, business processes, symphonies, organization structures, and so on. The feature-attribute matrix construct is used to represent novelty and usefulness. The multiplicative product of these two matrices forms the creativity matrix. Six creativity operators and matrix algebra are introduced to stimulate and measure creative ideas. Creativity operators use idea matrices as operands. Uses of the six operators are demonstrated using multi-disciplinary real-world examples. Metrics for novelty, usefulness and creativity are in ratio scales, grounded on the Weber–Fechner Law. This law is about persons’ ability to discern differences in the intensity of stimuli.

Findings

Ideas are represented using feature-attribute matrices. This construct is used to represent novel, useful and creative ideas with more clarity and precision than before. Using matrices, it is shown how to unambiguously and clearly represent creative ideas endowed with novelty and usefulness. It is shown that using matrix algebra, on idea matrices, makes it possible to analyze multi-disciplinary, real-world cases of creative ideas, with clarity and discriminatory power, to uncover insights about novelty and usefulness. Idea-matrices and the methods of matrix algebra have strong explanatory and predictive power. Using of matrix algebra and eigenvalue analyses, of idea-matrices, it is demonstrated how to quantitatively rank ideas, features and attributes of creative ideas. Matrix methods operationalize and quantitatively measure creativity, novelty and usefulness. The specific elementary variables that characterize creativity, novelty and usefulness factors, can now be quantitatively ranked. Creativity, novelty and usefulness factors are not considered as monolithic, irreducible factors, vague “lumpy” qualitative factors, but as explicit sets of elementary, specific and measurable variables in ratio scales. This significantly improves the acuity and discriminatory power in the analyses of creative ideas. The feature-attribute matrix approach and its matrix operators are conceptually consistent and complementary with key extant theories engineering design and creativity.

Originality/value

First to define and specify ideas as feature-attribute matrices. It is demonstrated that creative ideas, novel ideas and useful ideas can be analytically and unambiguously specified and measured for creativity. It is significant that verbose qualitative narratives will no longer be the exclusive means to specify creative ideas. Rather, qualitative narratives will be used to complement the matrix specifications of creative ideas. First to specify six creativity operators enabling matrix algebra to operate on idea-matrices as operands to generate new ideas. This capability informs and guides a person’s intuition. The myth and dependency, on non-repeatable or non-reproducible serendipity, flashes of “eureka” moments or divine inspiration, can now be vacated. Though their existence cannot be ruled out. First to specify matrix algebra and eigen-value methods of quantitative analyses of feature-attribute matrices to rank the importance of elementary variables that characterize factors of novelty, usefulness and creativity. Use of verbose qualitative narratives of novelty, usefulness and creativity as monolithic “lumpy” factors can now be vacated. Such lumpy narratives risk being ambiguous, imprecise, unreliable and non-reproducible, Analytic and quantitative methods are more reliable and consistent. First to define and specify a method of “attacking the negatives” to systematically pinpoint the improvements of an idea’s novelty, usefulness and creativity. This procedure informs and methodically guides the improvements of deficient ideas.

Details

International Journal of Innovation Science, vol. 11 no. 4
Type: Research Article
ISSN: 1757-2223

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Article
Publication date: 2 July 2020

Van Thac Dang

People are living in a very rich and diversified information world. However, they are facing an explosion of information on social networking site (SNS) bombarding them…

Abstract

Purpose

People are living in a very rich and diversified information world. However, they are facing an explosion of information on social networking site (SNS) bombarding them every day. People get confused when they expose to similar, overloaded, ambiguous and misleading information. Unfortunately, the effect of information confusion on users' psychological outcome and behavioral intention has been absent in prior literature. Thus, this study investigates the relationship between information confusion and users' intention to stop using SNS with a moderated mediation effect of psychological distress and perceived novelty.

Design/methodology/approach

This study uses questionnaire survey to collect a sample data of 380 Facebook users in Vietnam. Structural equation modeling is used to test hypotheses in this study.

Findings

Empirical results show that information confusion has a positive influence on stop using intention. Furthermore, psychological distress is found to have a mediating effect in the link between information confusion and stop using intention. In addition, perceived novelty moderates the relationship between psychological distress and stop using intention. Perceived novelty also moderates the indirect effect of information confusion on stop using intention through psychological distress.

Originality/value

The influence of information confusion on users' psychological outcomes and behavioral intention has not been determined in prior literature. This study is one of the first studies that provide empirical evidence to clarify the relationship between information confusion and users' intention to stop using SNS. Furthermore, this study helps to clarify the mediating and moderating mechanism of psychological distress and perceived novelty in this relationship. By investigating the issue of information confusion and its impact on users in SNS environment, this study provides implications for researchers and practitioners regarding management and development of SNS.

Details

Information Technology & People, vol. 33 no. 5
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 18 April 2020

Maria Laura Frigotto and Pamela Palmi

This paper aims to contribute to the understanding of novelty emergence in the context of an “off-line” open innovation system. Several contributions address novelty

Abstract

Purpose

This paper aims to contribute to the understanding of novelty emergence in the context of an “off-line” open innovation system. Several contributions address novelty generation implying open innovation that is typically mediated by IT systems, while fewer address open innovation that takes place off-line, through new forms of collaboration happening in the so-called “physical spaces” and in widespread creativity contexts involving whole cities and territories. This research aims to clarify what the critical elements for novelty generation are, and how and why they interact in producing novelty.

Design/methodology/approach

This paper presents the case study of the Blackshape, a high-tech start-up that has become the Italian symbol of a new bottom-up economy that is grounded on high-education, a mix of territorial competencies and young initiative, and produces the development or growth of territories experiencing present or foreseen economic retardation for various reasons. This is a case in which novelty is emergent and takes place through exaptation. The case is used to elaborate an inductive understanding of the process of novelty generation through exaptation and follows a “conceptual composition” format (Berends and Deken, 2019).

Findings

This paper shows that initiatives building widespread creativity on the territory play a prominent role for emergent novelty generation, as they provide the context that sustains the efforts to keep on trying of entrepreneurs, welcomes unforeseen interaction and keeps interesting people on the territory that can be involved in random encounters. This paper adds that crucial contributions for the definition of the innovative project come from contributors that are expected to provide suggestions in other areas. Such prominent contributors are engaged in a sense “by mistake”, and here the randomness perceived by the actors experiencing it, because they are perceived to be able to provide some contributions, while they provide others that are more important to the project. This paper argues that such “perceived randomness” sustains a mechanism of selection of novelty generation partners that allows to go beyond the ability of actors themselves to design and foresee other actors’ contribution into the project. Finally, two other elements play a role: how the project is narrated, as well as, how the entrepreneurial team communicates their entrepreneurial competence for the project.

Research limitations/implications

This theoretical understanding builds on only one case study; further research might validate the critical role of our understanding of novelty generation elements and help develop their dynamics further.

Practical implications

Many elements in our understanding of novelty generation have typically been understood as resulting from luck and randomness, leaving, therefore, very little hope to actors’ interest in supporting them. This paper claims that such elements and such dynamics can be sustained and novelty generation can indirectly be supported, for instance, by suggesting a high openness and sharing of one’s own project even to accidentally encountered actors, as one’s own ability to foresee how they might contribute to the project is very poor.

Originality/value

This paper provides a tentative understanding of the elements and dynamics of novelty generation through exaptation building on theoretical elaboration that is inductively triggered and stimulated by empirical evidence.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

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