When open-mindedness lowers product evaluations: Influencers to consumers’ response to religious cues in advertising

Prior research has examined response to Christian religious cues used in secular marketing messages but has inadequately explored the underlying reasons for such response as well as why religious cues may negatively influence product evaluations. These limitations are addressed in this research work through three studies utilizing religious cues. In Studies 1a and 1b, ads with a Christian or Muslim religious cue (no religious cue) were found to produce lower (higher) product evaluations. Studies 2–3 then examined why religious cues in ads can produce lower product evaluations to show that open-mindedness moderated this effect (Study 2), and priming open-mindedness also influenced this effect (Study 3). Most interestingly, open-minded consumers were more negative toward religious cues in marketing communications than close-minded consumers, and priming open-mindedness magnified this effect. These novel effects are discussed in relation to the literature on open-mindedness and value-based consumption. Additionally, implications for research and practice are discussed.     

Effects of employees’ opportunities to influence in-store music on sales: Evidence from a field experiment

The effects of in-store music on consumer behavior have attracted much attention in the marketing literature, but surprisingly few studies have investigated in-store music in relation to employees. By conducting a field experiment in eight Filippa K fashion stores in Stockholm, Sweden, we investigate whether it is beneficial for store owners to give employees more opportunities to influence the in-store music. We randomly assigned the stores into a treatment group and a control group, with the employees in the treatment stores having the opportunity to influence the in-store music through an app developed by Soundtrack Your Brand (SYB). The experiment lasted 56 weeks and sales data were also gathered 22 weeks before the experiment, resulting in a total of 4626 observations. Our results show that sales decreased by 6% when the employees had the opportunity to influence the music played in the store, and the effect is driven by a reduction in sales of women's clothing. Interviews with the employees revealed that they had diverse music preferences, frequently changed songs, and preferred to play high-intensity songs. Employees thus seem to make choices regarding the in-store music that reduce sales, implying that store owners might want to limit their opportunities to influence the background music.     

Sounding “Different”: The Role of Sociolinguistic Cues in Evaluating Job Candidates

An increasingly diverse labor pool has increased the likelihood that HR recruiters will encounter job seekers who speak with different dialects. Prior studies have investigated the effects of applicant dialect on employment selection outcomes. In this article, we merge this research with stereotyping, “modern racism,” and sociolinguistics literatures to formulate propositions surrounding two questions of interest: (1) Do prospective employers categorize job applicants using sociolinguistic cues? and (2) If so, what impact does this categorization have on evaluations of applicant employability? We believe this research can provide significant insights into HR practice as discriminatory behaviors change and adapt to fit social norms, particularly in employee recruitment and selection contexts. © 2014 Wiley Periodicals, Inc.     

企业间界面信任:从线索到购买

究竟哪些因素会驱使企业的客户产生信任,对于企业间关系管理具有重要的理论意义和现实意义.我们以传统研究为基础,从企业间信任和人际信任两级信任出发,重点剖析企业声誉、移情、友好和专业能力等四个企业间信任线索.研究结果表明移情和专业能力显著影响人际信任,企业声誉直接导致企业间信任;相对来说,人际信任对于提升购买意向更为重要,而企业间信任却更有效地提高客户的购买比例.     

Extrinsic Cues and Consumer Judgments of Food Product Introductions: The Case of Pangasius in Norway

In this article, the authors explore how the extrinsic cues corporate social responsibility, endorsement, and country of origin affect consumer evaluations of product quality, value, and expected product popularity for frozen Pangasius filets, a farmed fish product just recently introduced into the Norwegian market. The effects of these three variables are tested on purchase intentions. By means of a 2?×?2?×?2 factorial experiment in combination with survey data, the authors find that the three extrinsic cues under study had different effects on the evaluative variables. Furthermore, these variables all had positive and significant effects on purchase intentions. Hence, the general conclusion is that importers of new food products like Pangasius can benefit from focusing on extrinsic cues when the intrinsic cues are hard to evaluate or are unknown. Through the indirect effect on purchase intentions, extrinsic cues play an important role when consumers judge unfamiliar and new products.     

服务场景中象征要素对顾客行为意愿的影响

从场景印象和顾客自我一致性的角度,深入探讨服务场景中的象征因素对顾客行为意向的作用机理。实证研究结果表明:服务场景中的象征因素有助于顾客形成良好的场景印象,而场景印象显著积极影响顾客的情绪、感知服务质量和自我一致性判断;上述变量进一步促进顾客的行为意向;消费类型对象征因素和场景印象间的关系发挥显著的调节效应。     

An Exploratory Investigation of Study-Abroad Online Information Cues

Despite numerous studies on the factors involved in the decision-making process on study abroad, little attention has been paid to the initial stage when students process information. This qualitative study aims to map out the cues involved when Chinese students process study-abroad information from an information-processing perspective. Findings showed that family members, the Internet, and agents were the main channels through which respondents obtained information. Recognition of qualifications by the source country, employment prospects, and price were identified as important cues. This study identified the determining role of cues by using a rating system. Using marketing cues, marketers may be able to design and align marketing strategies which are more efficient at attracting Chinese students in the future.     

Understanding the Relationship Between Perceived Quality Cues and Quality Attributes in the Purchase of Meat in Malaysia

This study utilizes the Total Food Quality Model to gain a better understanding of how Malaysian consumers make their decision to purchase fresh/chilled meat. We examine the association between quality cues and desired values (quality attributes) with regard to food that is guaranteed Halal, safe to eat, healthy and nutritious, has a good taste, represents good value for money, and is produced in a way that protects the environment and worker welfare. The findings reveal that different quality cues assume different levels of importance when pursuing different desired values.     

A dual-process model of how incorporating audio-visual sensory cues in video advertising promotes active attention

Capturing consumers’ attention to video advertising is a key marketing challenge. Using real video advertising viewed by a sample of consumers matching the US population on age and gender, the authors examined attention to audio-visual and visual sensory cues identifying the brand using a biometric measure, phasic heart rate. The findings show differences in attention type depending on which senses are stimulated by the sensory cue. This research uncovers a mechanism (internal processing) for how consumers process multisensory cues (audio-visual) in video advertising and confirms visual sensory cues can elicit automatic attention through the orienting response. In addition to the dual-coding explanation for the superiority of audio-visual sensory cues, the present research suggests a second reason: that audio-visual sensory cues can elicit additional internal processing of the brand name, resulting in active attention and better storage of the brand in memory. This has implications for the limited capacity model of motivated mediated message processing, as well as for marketers relating to the type of content recommended to follow an audio-visual or visual sensory cue in video advertising.     

What's in a logo? The impact of complex visual cues in equity crowdfunding

Visual cues are pervasive on crowdfunding platforms. However, whether and how low validity visual cues can impact the behavior of backers remains largely unknown. In this article, we propose a disfluency-based heuristic framework for understanding the influence of low validity visual cues on equity crowdfunding platforms. Drawing on processing fluency theory and visual heuristics, we propose that backers often automatically process visual cues, and that the subjective experience of ease/difficulty with which backers perceptually process low validity visual cues serves as a heuristic and informs their perceptions of early-stage entrepreneurial ventures. We test our propositions focusing on logos (low validity visual cues that are particularly salient and ubiquitous on equity crowdfunding platforms) and logo complexity (a fundamental characteristic of logo design and established antecedent of processing disfluency). We contend that logo complexity can be interpreted by backers as a signal of venture innovativeness because more (vs. less) complex logos are more difficult to process, and thus, feel less familiar and more unique, original, and novel to backers. Since backers often value innovativeness, we further contend that logo complexity can positively impact backers' funding decisions. We find support for our framework and propositions using a multimethod approach comprising three studies: one survey, one field study, and one experiment. Theoretical contributions and managerial implications are also discussed.