The effect of digital signage on shoppers' behavior: The role of the evoked experience

This paper investigates the role of digital signage as experience provider in retail spaces. The findings of a survey-based field experiment demonstrate that digital signage content high on sensory cues evokes affective experience and strengthens customers' experiential processing route. In contrast, digital signage messages high on “features and benefits” information evoke intellectual experience and strengthen customers' deliberative processing route. The affective experience is more strongly associated with the attitude towards the ad and the approach behavior towards the advertiser than the intellectual experience. The effect of an ad high on sensory cues on shoppers' approach to the advertiser is stronger for first-time shoppers, and therefore important in generating loyalty. The findings indicate that the design of brand-related informational cues broadcast over digital in-store monitors affects shoppers' information processing. The cues evoke sensory and affective experiences and trigger deliberative processes that lead to attitude construction and finally elicit approach behavior towards the advertisers.     

Envisioning consumers: how videography can contribute to marketing knowledge

ABSTRACT

Based on a review of the past 30 years of videographic research and outputs in the field of marketing, we highlight the key contributions that videography has made to the marketing literature and identify the key issues facing videographic research today. We develop a typology that identifies four ways that videography can contribute to theory development and verification, presenting new criteria for assessing academic videographies. We note that making theoretical contributions is one of the most difficult issues facing videographic researchers and that this is an area in need of significant developments to help the field progress. Finally, we envision what the future of videography might look like and consider the implications of new forms of videographies.     

More than meets the eye: videography and production of desire in semiocapitalism

ABSTRACT

In the light of the recent proliferation of interest in videographic methods in marketing and consumer research, we wish to make a call for thinking critically about the medium. In this article, we challenge traditional means of semiotic analysis and consider contexts outside aesthetic symbolism that take into account wider agencements of videographic inquiry. We sensitise thinking about videographic production to include a broad scope of influence beyond production and spectatorship. By positing a mode of desiring relationalities in ‘semiocapitalist’ markets, and through the illustrative example of pop-music videos, we show how videography not only produces symbols, but also has the tendency to discipline the viewer into particular subjective positions. We hope to add to the conceptual toolkit of aspiring video scholars and encourage them to be increasingly critical and reflexive about their potential impact.     

The Value of Olympic Sponsorships: Who is Capturing the Gold?

In recent years, corporate sponsorship has become anincreasingly important element of the marketing communicationsmix. This paper uses data from the 1996 Atlanta Summer OlympicGames to measure the value of Olympic sponsorship. Using stockreturn data, we find that the shareholders of sponsoring firmsearn negative average abnormal returns around announcement ofOlympic sponsorship agreements. This finding, consistent withan agency cost explanation of corporate investment practices,is robust to variation in a number of firm- and sponsorship-specificvariables. In addition, cross-sectional analysis supports themonitoring hypothesis, as significant equity ownership by institutionalinvestors is positively related to abnormal returns around announcement.Our results suggest that utilizing Olympic sponsorships in themarketing communications mix may not be value-enhancing.     

Solving the crisis of immediacy: How digital technology can transform the customer experience

Marketers are currently facing a ‘crisis of immediacy’ challenge: how to meet consumers’ need to receive content, expertise, and personalized solutions in real time during their shopping experience. Today's digital technologies—such as video conferencing, location-based mobile apps, and augmented reality—provide a highly personalized and immersive environment that allows for interactivity and rich information exchange between the brand and consumer. We conducted in-depth interviews with over 35 retailers, large-scale surveys with international shoppers, and pilot projects with stores and banking institutions to study how companies are leveraging digital technologies to transform the customer experience. Our findings show that there are two main technology-based models that organizations are deploying to support customers’ immediate needs: the remote expert and the digital assistant. We provide company examples of both models, as well as when they are most appropriate and success factors to inform managers.     

Patient experience in the digital age: An investigation into the effect of generational cohorts

This research examines how patient experience is affected by various generational cohorts’ perceived ease of use and usefulness of healthcare patient portals and how this experience, in turn, shapes cohort technology use. Results suggest that digital technology needs to be designed and implemented with cohorts in mind. This study complements research in digital technology and customer experience by highlighting the relevance of generational cohort differences, that is whether they adopted digital technology (i.e., Generation X) or always had digital technology, (i.e., Millennials) on a patient’s experience.     

数字调制信号制式识别新方法

通过分析数字调制信号功率谱及高阶谱特征,对高阶谱的求取方法作了改进,并在此基础上提出新的特征参数,结合瞬时统计特征,采用支持向量机分类器,实现了AWGN信道下数字通信信号的制式自动识别。仿真表明,所提取的特征参数具有较好的抗噪性能,对调制参数的变化具有稳健性。考虑脉冲成形的影响,在信噪比大于12 dB时,单种信号最低正确识别率大于985%,平均识别率达995%以上。     

Capturing the Commercial World of Children: The Feasibility of Wearable Cameras to Assess Marketing Exposure

There is widespread concern about the implications of increased targeting of marketing to children. However, despite the ubiquitous presence of marketing in children's environments, children's actual exposure to the full range of marketing across all media and in multiple settings remains unknown. This article reports on an innovative method of analysis, using data from wearable automated cameras, to objectively document children's marketing exposure across and within settings. Results show children were exposed to an average of 638 marketing encounters per day. The most common form of marketing exposure was to brand labeling, and marketing for food and beverages the dominant product category. This article provides an objective observation of the commercial world of children in a wide range of settings, presenting unique insights and a new analysis method for documenting children's environmental advertising exposure to inform policy decisions about the ethics and practices of marketing to children.     

Convenience stores in the digital age: A focus on the customer experience and revisit intentions

The digital age has posed challenges to the convenience store (c-store) industry regarding the types of technology investment required to compete in the digital world, and the c-store industry has experienced years of customer count declines. This research empirically examines what store stimuli are important to c-store consumers and how these factors affect the customer experience, satisfaction, and revisit intentions. The data were collected from 502 c-store consumers, and the covariance-based structural equation modeling technique was used to test the hypothesized associations. We found that hedonic customer experience mediates the association between store image, price, service quality, omnichannel, and customer satisfaction. Utilitarian customer experience mediates the association between store image, product assortment, price, and customer satisfaction. In addition, customer satisfaction has a positive effect on the revisit intentions. The findings of the research contribute to the theory building of customer experience of convenience stores. This research reveals that emphasizing hedonic experiences could be the answer to reversing the declining consumer trips in the convenience store industry. Theoretical and practical implications are discussed.     

The digital revolution

Shapiro, C., & Varian, H.R. (1999). Information Rules: A Strategic Guide to the Network Economy. Boston: Harvard Business School, ISBN 0‐87584‐863‐X. Tapscott, D., Lowy, A., & Ticoll, D. (1998). Blueprint to the Digital Economy: Creating Wealth in the Era of E‐Business. New York: McGraw Hill, ISBN 0‐07‐063349‐5. Bullis, D. (1999). Preparing for Electronic Commerce in Asia. Westport, CT: Quorum Books, ISBN 1‐56720‐206‐3.     

The digital transformation of work: A relational view

Conversation about the current and potential effects of digital technologies on the nature of work is raging within scholarly and practitioner communities. Artificial intelligence, robotics, data analytics, digital platforms, and automation, among other technologies, are prompting a swift and profound transformation of work. Building on Pierpaolo Donati's relational sociology, we examine the changes these technologies are likely to bring about in work as a human relation. Despite the very real threats of unemployment, job insecurity, precariousness, and surveillance, technology may also encourage the emergence of a work culture that shifts the scales toward a relational realm rather than a transactional one. To this end, we argue that work should be understood as a social relation with four dimensions: exchange value, intrinsic extra‐economic purpose, communication for reciprocal services, and correspondence with primary human needs according to use values. Understanding the digital transformation of work from this point of view requires comprehending the differentiation and integration of these four dimensions.     

Rigorous privatization: The New Zealand experience

New Zealand's experience with privatization is considered by many to be as near “textbook” as the circumstances of politics and business will permit. Franks' analyzes the privatization strategies followed in radically reforming an economy driven by state-owned enterprises.     

Regulating drug promotion: The UK experience

This article examines the nature of control over the promotional activities of the pharmaceutical industry in the UK. It focuses on the variety of methods which companies use to promote their products to the medical profession and considers the special problems this raises, for the government who seeks to secure the supply of safe products at reasonable prices, for the doctor who has often little but the company's own promotional literature to guide him/her in selecting a new drug, and for the consumer/patient who is supplied with a minimum of information about the product and who is consequently dependent on the doctor's judgment. It assesses the amount of money currently expended by the industry on promotional material and examines the adequacy and efficacy of the complex interaction of the current statutory, non-statutory and self-regulatory controls.

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Englische Erfahrungen mit der Regulierung von Arzneimittelwerbung

Zusammenfassung Der Beitrag beschäftigt sich mit der Kontrolle der verkaufsfördernden Strategien der englischen pharmazeutischen Industrie und geht auf die verschiedenen offenen und verdeckten Methoden ein, den Verkauf der Produkte bei der Ärzteschaft zu fördern. Geprüft wird, ob die bestehenden Rahmenkontrollen sicherstellen können, daß die Ärzte nicht von der Menge und dem Inhalt des Werbematerials, das sie erhalten, irregeführt werden. Der Beitrag überprüft die existierenden nicht gesetzlichen Regelungen zur Kontrolle der Werbeausgaben und kommt zu dem Ergebnis, daß sie zu breit und allgemein ausgelegt sind, um ein bestimmtes Unternehmen, das in den Markt eindringen möchte, zu kontrollieren. Die von der Industrie selbst erarbeiteten Verhaltensrichtlinien bieten kaum zusätzliche Möglichkeiten, übertriebene Werbung zu beschränken.Weiterhin untersucht der Beitrag die laufenden Kontrollen der Qualität und des Inhalts des Werbematerials. Bei der Betrachtung der Wechselwirkungen zwischen den Vorschriften des Arzneimittelgesetzes von 1968 einerseits und den Selbstbeschränkungen der Verhaltensrichtlinien der Industrie andererseits kommt der Beitrag zu dem Schluß, daß es nicht nur erhebliche Lücken im Wirkungsbereich der Kontrollen gibt, sondern daß auch die Mechanismen für ihre Durchführung bei weitem nicht befriedigend sind. Abschließend werden einige Reformvorschläge gemacht.

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Leigh Hancher lectures in European and Commerical Law in the School of Law at the University of Warwick, Coventry, CV4 7AL, U.K. She would like to thank Dr. Joe Collier of St. George's Hospital, London, for his kind help in the preparation of this article. The research was supported by a generous grant from the Economic and Social Science Research Committee.     

Capturing Collaborative Challenges: Designing Complexity-Sensitive Theories of Change for Cross-Sector Partnerships

Systems change requires complex interventions. Cross-sector partnerships (CSPs) face the daunting task of addressing complex societal problems by aligning different backgrounds, values, ideas and resources. A major challenge for CSPs is how to link the type of partnership to the intervention needed to drive change. Intervention strategies are thereby increasingly based on Theories of Change (ToCs). Applying ToCs is often a donor requirement, but it also reflects the ambition of a partnership to enhance its transformative potential. The current use of ToCs in partnering efforts varies greatly. There is a tendency for a linear and relatively simple use of ToCs that does limited justice to the complexity of the problems partnerships aim to address. Since partnership dynamics are already complex and challenging themselves, confusion and disagreement over the appropriate application of ToCs is likely to hamper rather than enhance the transformative potential of partnerships. We develop a complexity alignment framework and a diagnostic tool that enables partnerships to better appreciate the complexity of the context in which they operate, allowing them to adjust their learning strategy. This paper applies recent insights into how to deal with complexity from both the evaluation and theory of change fields to studies investigating the transformative capacity of partnerships. This can (1) serve as a check to define the challenges of partnering projects and (2) can help delineate the societal sources and layers of complexity that cross-sector partnerships deal with such as failure, insufficient responsibility taking and collective action problems at four phases of partnering.     

Capturing the meanings of sport licensed products

The current two-part study investigated the meanings embedded in sport licensed products and aimed to develop and test the psychometric properties of an instrument designed to capture those meanings. Data analysis resulted in the development of the five-factor 17-item Meanings of Sport Licensed Products (MSLP) scale that was found to be a reliable and valid instrument. It is suggested that sport licensed items present value through their aesthetic appeal and their contribution to sport consumers’ experience, socialization, personal history, and sense of locality. Regression analysis showed that the MSLP are a significant predictor of future behavior, specifically sport consumers’ willingness to recommend these products to others and their intention to buy them again in the future. Understanding how consumers choose certain products and why those products become important to them could lead to more effective strategies for the development, promotion, and sale of sport licensed items.     

The digital entrepreneurial ecosystem

A significant gap exists in the conceptualization of entrepreneurship in the digital age. This paper introduces a conceptual framework for studying entrepreneurship in the digital age by integrating two well-established concepts: the digital ecosystem and the entrepreneurial ecosystem. The integration of these two ecosystems helps us better understand the interactions of agents and users that incorporate insights of consumers’ individual and social behavior. The Digital Entrepreneurial Ecosystem framework consists of four concepts: digital infrastructure governance, digital user citizenship, digital entrepreneurship, and digital marketplace. The paper develops propositions for each of the four concepts and provides a theoretical framework of multisided platforms to better understand the digital entrepreneurial ecosystem. Finally, it outlines a new research agenda to fill the gap in our understanding of entrepreneurship in the digital age.