The effect of human image in B2C website design: an eye-tracking study

On B2C shopping websites, effective visual designs can bring about consumers’ positive emotional experience. From this perspective, this article developed a research model to explore the impact of human image as a visual element on consumers’ online shopping emotions and subsequent attitudes towards websites. This study conducted an eye-tracking experiment to collect both eye movement data and questionnaire data to test the research model. Questionnaire data analysis showed that product pictures combined with human image induced positive emotions among participants, thus promoting their attitudes towards online shopping websites. Specifically, product pictures with human image first produced higher levels of image appeal and perceived social presence, thus stimulating higher levels of enjoyment and subsequent positive attitudes towards the websites. Moreover, a moderating effect of product type was demonstrated on the relationship between the presence of human image and the level of image appeal. Specifically, human image significantly increased the level of image appeal when integrated in entertainment product pictures while this relationship was not significant in terms of utilitarian products. Eye-tracking data analysis further supported these results and provided plausible explanations. The presence of human image significantly increased the pupil size of participants regardless of product types. For entertainment products, participants paid more attention to product pictures integrated with human image whereas for utilitarian products more attention was paid to functional information of products than to product pictures no matter whether or not integrated with human image.     

和谐理念下的中国古代民事审级制度

虽然中国古代司法隶属于行政，重刑轻民，民事案件基层自理，但在宇宙和谐理念的指导下，基于中央集权的需要，皇帝作为最高审判者，确立了逐级上诉、无限审级的完备的民事审级制度。和谐理念下的古代民事审级制度对完善中国现行的审级制度具有一定的借鉴意义。在设立审级制度时必须考虑到中国的经济体制，司法独立状况以及社会的整体环境。     

Any complaints? A review of the framework of self-regulation in the Australian advertising industry

Prior to 1996, the Australian system of advertising self-regulation was regarded as a world model and many Asia-Pacific systems included components adapted from the Australian system. The recent changes to this system, encouraged by the abolition of the media accreditation system, consumer association pressure, criticism from the national advertisers association and the lack of a strong advertising agency presence, present an interesting framework in which to review the foundation concepts of self-regulation in advertising. This paper compares the new code of ethics with its predecessor and an international standard. It examines the performance of the code in terms of the number of complaints upheld and complaint by medium and product type and the voluntary response of advertisers. The findings suggest a weakening in the standard of advertising self-regulation in Australia, with fewer provisions in the Code of Ethics, a significantly fewer number of complaints upheld and no real power of enforcement. Although the case is Australian, it raises universal questions such as the vested interest of advertisers in controlling the process and roles of the consumer association, the media and the advertising agencies in guaranteeing the privilege of self-regulation.     

Modeling e-loyalty: a moderated-mediation model

ABSTRACT

This work proposes a research model that elaborates upon the development of e-loyalty based on the signaling theory and attachment theory. In the model, e-loyalty is indirectly related to both visual appeal and an e-tailer’s service reputation through the full mediation of trust and affection. At the same time, the relationships between trust and e-loyalty and between affection and e-loyalty are hypothetically moderated by an e-tailer’s service reputation. The proposed hypotheses of this research were empirically tested using data from working professionals in high-tech firms in terms of online retailing. This study surveyed the same research participants at two different time points, one month apart, to verify the theoretical inferences. The empirical findings herein complement the previous literature by presenting how visual appeal and an e-tailer’s service reputation simultaneously influence e-loyalty through various mediating and moderating mechanisms.     

Typologies of Banner Advertisements’ Attributes: A Content Analysis

The web has received significant amount of attention from advertising and consumer researchers investigating the impact of banner advertisement on consumers’ psychological and behavioral responses. However, no typology of banner advertisement has been identified yet, and the selection of banner advertisements as advertising stimuli has been carried out on the premise of personal judgment rather than scientific methodology. The identification of typology is important because different banner advertisement, such as static and pop-up, elicit different consumers’ responses. In addition the identification of a typology constitutes an advance to mid-range theory in a research domain. Hence, the purpose of this research is to identify the typologies of banner advertisements’ attributes such as type, number, shape, location, and size using content analysis. Specifically, nine banner advertisement types are identified as well as the typology of number, shape, location, and size of banner advertisements. Contributions of the research are discussed.     

Rethinking the boundaries of social marketing: Activism or advertising?

In some areas of public health concern, corporate marketing activities may negate social marketing messages targeting individuals. Traditional social marketing campaigns may be ineffective when commercial marketing activities create an environment that encourages and maintains unhealthy behaviors. This article explores the role of social marketing in these instances.     

The effect of media,product and message factors on ad persuasiveness: the role of affect and cognition

The effects of media, product and advertising strategy variables on consumers' thoughts and feelings are investigated. Both direct and indirect paths from the advertising variables to ad persuasiveness measures are also analysed with the indirect paths leading through affective and cognitive responses. Two hundred and forty television and magazine ads are analysed with respect to advertising variables, affect, cognition and ad persuasiveness. Results indicate that advertising variables are indirectly linked to ad persuasiveness with the indirect path occurring through affective and cognitive responses.     

推定征税的权义结构分析

推定征税具有保障国家财政收入、税收公平的合理性,也有被滥用,从而侵害纳税人权益的危险。分析推定课税的权义结构,可厘清税务机关和纳税人双方在其中的职权与职责、权利与义务,并通过纳税人协助义务、税务机关推定征税权和纳税人异议权的相互制约和激励,以达成推定征税的正当与合理适用。     

The Influence of Product/Nudity Congruence on Advertising Effectiveness

Abstract

While a body of research has examined the effects of nudity appeals in advertising, previous studies examining the question of product/nudity congruency have failed to consider product categories of equivalent levels of involvement and towards which respondents had similar purchase intention. In this experimental study, we examine the role which product/nudity congruency and levels of nudity have on several measures of advertising effectiveness. We also examine the effect of the usa between these two variables. Our findings suggest that product type and the interaction between degree of nudity and product both influence significantly certain measures of advertising effectiveness. Implications for marketing professionals and researchers are outlined, along with directions for future research.