Ketchup with your fries? Utilizing complementary product displays to transfer attention to a focal product

Does placing a display of complementary condiments (e.g., ketchup, mustard, buns,etc.) next to a display of hamburgers make shoppers more likely to attend to the hamburgers? Prior work has established that in-store marketing strategies play an important role in drawing attention to products in a retail setting. Building on this research, the present study develops a framework to better understand how shoppers in a natural retail environment attend to displays of complementary products, and how this attention transfers to a focal product. The results suggest that assortment complexity of a display positively affects initial attention capture.. Further, initial attention capture leads shoppers to spend longer evaluating the complementary products in the display, which, in turn, increases evaluation and choice of the focal product. As such, our framework indicates that complementary product displays can be effective at increasing attention to and choice of an associated focal product.     

Antecedents and outcomes of digital influencer endorsement: An exploratory study

The advertising and marketing literature have established that celebrity endorsements constitute an effective way to enhance attitudes toward brands and increase purchase intents. However, there are no relevant studies on digital influencers. This study addresses the research gap by examining the effect of digital influencers' attractiveness and the effect of the congruence between a digital influencer and a brand on consumer attitudes and purchase intentions. By applying structural equation modeling to a sample of 307 followers of digital influencers, a model was tested and group analysis was performed for two categories (“entertainment & video games” and “fashion & beauty”). The results show that both brand attitudes and purchase intentions are influenced by the digital influencer's attractiveness (which includes both likeability and familiarity) and by the congruence between the digital influencer and the brand. This study makes several contributions to both theory and practice, which are highlighted in this paper.     

The sweet smell of advertising: the essence of matching scents with other ad cues

New technologies enable practitioners to communicate scents in advertisements on various media. The current research examines the importance of matching scent cues to the advertised product, and the joint effect of scent and other cues such as colour on consumer responses to advertising. A 4 × 2 experimental design was conducted, where participants (N = 603) were presented with scented colour print advertisements. Three hierarchical responses were measured: emotional response, attitude, and purchase intention. Findings reveal that higher congruence between scent and the advertised product heightens positive consumer response. Furthermore, this research stresses the significant joint effect of scent and colour cues, and supports the incongruence approach, suggesting that combining scents that are poorly congruent with other sensory cues enhance consumer response. Practical and theoretical implications are discussed.     

VB应用程序访问SQL Server方法探讨

用 VB 访问 SQL Server 有许多可供选择的方案,本文将讨论常见的三种 VB 应用程序访问 SQL Server数据的方法,并比较每种方法的性能和优缺点,以供用户在选择和应用时参考。     

面料性能预测与设计软件的VB6.0实现技术

用VisualBasic6.0编程开发了方便、快捷、实用的面料性能预测与设计软件,该软件建立了MicrosoftAc-cess类型数据库,通过调用ADO控件进行数据连接。主要介绍开发此软件过程中所遇的一些问题及其解决方法和技巧。     

茶叶仓储环境监控系统的设计

针对茶叶储存过程中变质以及人工监管不到位问题,设计了茶叶仓储环境监控系统,实现了对茶叶仓储环境的实时监控、报警提醒以及数据保存的功能,达到节省人力资源、减少变质损失的目的。     

图片新闻报道中图像符号的批评性多模态语篇分析

本文运用费尔克拉夫的三维语篇分析模式和视觉语法理论对《时代》杂志关于新疆的暴力事件的图片新闻报道进行了批评性多模态分析,揭示了图像也是有意识形态的,它对社会现实具有重构功能。     

Exploring the impact of the physical conditions of mannequin displays on mental simulation: An embodied cognition theory perspective

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.     

Trade dress: The increasing importance of an ancient yet new form of intellectual property protection

Trade dress is a means of identifying and differentiating the product of a vendor by visual (and very occasionally auditory) cues of a form other than written language. The use of trade dress certainly goes back into pre-Roman times, and was very likely used well before then. Trade dress remains important in societies both highly literate and substantially illiterate, and in some respects has increased in importance in both.     

“Make me feel special”: Are hierarchical loyalty programs a panacea for all brands? The role of brand concept

Despite extant literature, the most effective structure of loyalty programs is still heavily questioned among researchers. Building on the congruence principle, we examine the moderating role of brand concept. Our findings reveal that for symbolic brand concepts, customers perceive hierarchical loyalty program structures (which classify customers into tiers according to spending levels or other purchase activities) to be more congruent; this perception increases firm loyalty intentions. However, for functional brand concepts, customers perceive hierarchical and linear loyalty programs structures as equally congruent. Also for symbolic brand concepts, program structure appears as the most important feature in ensuring perceived congruence between a program and a brand, ahead of program benefits. These findings have important theoretical and managerial implications.