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1.
《Journal of Retailing》2022,98(2):277-293
This research examines how consumers’ intentions to purchase food change depending on the visualisation mode (3D vs. AR) and product format (served vs. packaged). In three studies, we demonstrate that mental simulation of eating experiences (process and outcome) mediate these effects. Study 1 shows that AR visualisation of a served food improves simulation of the eating process over 3D visualisation, with a positive effect on purchase intention. Study 2 reveals that 3D visualisation improves purchase intention for packaged products (high instrumental properties) over served products (low instrumental properties) while the opposite is true for AR visualisation. In addition, interactivity and immersion mediate the effects of 3D (vs. AR) on mental simulation of the eating process for packaged products. Study 3 extends these results by showing that 3D increases purchase intention by eliciting mental simulation of the eating outcome, when the food is visible due to transparent (vs. opaque) packaging (displaying both sensory and instrumental properties), but that no such differences emerge for AR. This research highlights the importance of using different visualisation modes to promote food depending on the product format. The findings have important implications for both offline and online retailers. 相似文献
2.
This article explores the role of metaphor in product development processes and market making. Based on a sociocognitive perspective of innovation dynamics and required learning by market actors, the potential of metaphors for mental model development during new product development (NPD) processes is investigated. Three roles for metaphors as cognitive focusing devices for the co-evolution of producers' and consumers' mental models are inferred: mental model communication, mental model matching, and mental model creation. These roles are illustrated by examples that reinforce the need for creativity in applying metaphors as cognitive focusing devices in NPD and market making. 相似文献
3.
This study examines how mannequins' physical conditions of display height and distance are related to consumers’ shopping motivations in generating mental simulation resulting in purchase intention. A 2 × 2 x 2 between-subjects lab experiment (n = 249) was conducted to address this question. The results reveal a significant three-way interaction effect of display height, distance, and shopping motivation. Specifically, it is found that for those with a dominant hedonic shopping motivation, a mannequin displayed up high generates greater mental simulation than one displayed down low, but for those with a dominant utilitarian shopping motivation, a mannequin displayed high and close to consumers generates greater mental simulation than one displayed low and close to them. This study also reveals that mental simulation mediates the influence of the interaction effect of “display height x distance,” moderated by shopping motivation, on purchase intention. Important theoretical and practical implications for retail managers are discussed. 相似文献
4.
《Journal of Retailing》2017,93(3):369-381
As offline retailers struggle to compete with online ones, the importance of a consumer’s ability to touch a product prior to purchase becomes important to study. Prior research has found inconsistent results on whether product touch facilitates consumers’ product-related decision making. Some studies report a positive effect, whereas others do not. The current research reconciles this inconsistency and draws retailing implications. Across three experiments, we show that the effect of product touch on consumers’ purchase intentions and willingness to pay for a product being evaluated is evident when consumers’ mental representation of the product is concrete, but not when abstract. We further show that perceived risk and perceived ownership simultaneously mediate this moderating effect of mental representation. Implications are drawn for both offline and online retailers. 相似文献
5.
Despite the significant effect that invasive species have on natural values, the number and extent of invasions continue to rise globally. At least three dominant reasons explain why policy development and implementation can fail: differences in managers’ mental models of invasive species management; cross-agency responsibility; and poor planning and management (i.e., planning–implementation gap). We used a case study of cross-agency management of gamba grass (Andropogon gayanus) in Australia to explore the differences in organizational staffs’ mental models of management. The gamba grass invasion in northern Australia is continuing to expand and associated effects are increasing; coordinated action across agencies is needed to manage the expansion. Our aim was to examine how staff would represent their mental models as a diagram that we could compare between individuals and groups. We used cognitive mapping techniques to elicit models of 15 individuals from across 5 organizations, represented as an influence diagram, which shows the interrelationships that define a system. We compiled the individual influence diagrams to create a team model of management that captures the common connections across participants’ diagrams. The team model revealed that education, science, legislation, enforcement and property management plans were perceived to be the most important management tools to control or eradicate gamba grass. The Weed Management Branch was perceived to have the most central role in gamba grass management, while other organizations were perceived to have specific roles according to their core business. Significant positive correlations (i.e., shared perceptions) were observed across half of the participants, indicating that the some participants have shared models that could be used as a starting point for discussing the team model, clarifying roles and responsibilities, and potentially building consensus around a shared model. Dominant opportunities for improvement identified by participants were better use of management tools, namely education and enforcement, better coordination and collaboration between agencies and increased resourcing. Our research demonstrates the value and validity of using influence diagrams to explore managers’ mental models and to create a team model that could serve as a starting point for improved cross-agency natural resource management. 相似文献
6.
Loyalty reward schemes often have their own currency, for example, frequent flyer miles, which is a form of near money or quasi money. In a variation of earlier work by Snelders et al. (1992), when examining both New Zealand (Study 1) and Hong Kong (Study 2) residents, respondents provided typicality ratings, similarity ratings, and answers and reaction times to the question “Is X a type of money?” for examples of money, near money and objects of value. The results from both studies showed that near money is conceptualised in a way that is like but distinct from legal tender. Two further studies investigated implications of this conceptualisation. Study 3 found that preferences for spending near money were influenced by the ostensible purpose of the currency, and Study 4 showed that near money seemed to be placed outside of regular legal tender mental accounts. 相似文献
7.
Although online retailing is applying livestreaming to promote both hedonic and utilitarian products, the differential effectiveness of utilizing this tool across the two types of products is still unclear. With an online experiment, the study found that livestreaming (vs. traditional e-commerce) is more effective in boosting hedonic products while making no difference in increasing purchase intentions of utilitarian products. By running a moderated serial mediation analysis, the research also demonstrated the underlying mechanism that livestreaming could significantly enhance mental imagery quality and customer trust in hedonic rather than utilitarian products. Therefore, our research has discovered an important boundary condition for the livestreaming effect and also the mechanism for the success of utilizing livestreaming to boost hedonic products. Considering the indiscriminate use of livestreaming regardless of product types and the huge amounts of resources required to sustain livestreaming, the study not only provides a theoretical glimpse of where livestreaming is more effective and why, but also practical insights as to how to apply livestreaming to different types of products and how to leverage mental imagery and customer trust to achieve business growth in an online retailing context. 相似文献
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9.
Jerry Yoram Wind 《Journal of the Academy of Marketing Science》2009,37(1):28-34
Just as Peter Drucker pointed out the importance of assessing whether a company’s “theory of business” is relevant, marketers
need to consider whether the current “theory of marketing” still fits in a world of rapid change. The author examines how
Drucker challenged the theory of business at financial services firm Edward Jones, helping to identify new market opportunities.
For example, he urged the company to move into metropolitan areas, which now account for 60 percent of the firm’s business.
The article then considers how the field of marketing needs to reexamine its own mental models. Finally, the article considers
how Drucker’s seminal insights on marketing, particularly his emphasis on an interdisciplinary approach, might point the way
to new approaches. 相似文献
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