Vision (im)possible? The effects of in-store signage on customers’ visual attention

We used two eye-tracking field experiments to investigate the extent to which in-store signage is used during navigation and decision making, and how the viewing of signage influences customers’ visual attention and choice behavior. One hundred and seventy-five customers at a grocery store were exposed to signage stimuli while carrying out predefined shopping tasks. Experiment 1 shows that attention toward signage is affected by customers’ levels of store familiarity and in-store search stage (navigation vs. decision making). Experiment 2 demonstrates that signage has a considerable impact on the direction and magnitude of customers’ visual attention during decision making.     

Effect of religious priming in prosocial and destructive behaviour

In this paper, we study the behavioural impact of religious priming by showing participants religious words in a scrambled sentence task before a dictator game and a joy‐of‐destruction game. We also elicited data on individual religiosity and religious affiliation using a questionnaire. Priming religious words significantly increased prosocial behaviour in the dictator game, and the effect was especially striking among those reporting no religion, atheists and agnostics. The religious prime has no significant effect in mitigating destructive behaviour or own expectations of the other's destruction choice, but both destructive behaviour and expectations correlate positively with the multi‐dimensional religiosity measure.     

浅谈沥青路面透层油施工

沥青路面透层油使用非常广泛,施工的好坏直接影响沥青路面的使用,结合透层油施工的程序、提出了透层油施工检测项目标准和注意事项。     

The effect of alcohol consumption and contextual cues on the evaluation of new brands of alcoholic beverages at the POS

As per ELM, consumers' motivation and ability influence the route through which they process new information. A higher magnitude of these two factors leads to systematic information processing whereas a lower level leads to peripheral information processing. This research manipulated consumers' motivation by varying the contextual cues like bundle partner's brand image and functional relationship between the items whereas their ability was manipulated by alcohol administration to test its impact on the quality perception of a new brand of alcoholic beverage and the purchase intention of the bundle. A lower magnitude of motivation and ability increases the chances of adopting a categorisation approach to evaluate the new brand, and subsequently, the entire bundle. Therefore, a bundle's contextual cues dictate the evaluation of the new brand. Additionally, the alcohol priming effect leads to a greater propensity to try new brands of alcoholic beverages even if their quality is perceived to be inferior.     

定价方式影响消费者购买临期食品意愿研究

临期食品是在保质期范围内,临近保质期限定日期的食品。消费者对于临期食品的过度丢弃是造成食物浪费的重要原因之一,合理促进临期食品消费能够在很大程度上缓解食物浪费问题。价格作为消费者购买临期食品过程中主要关注的外部线索之一,对消费者购买临期食品起决定性作用。本研究基于语义启动理论,探讨了不同的定价方式对消费者临期食品购买意愿的影响及其作用机制。研究结果表明,与精确数价格相比,整数价格更能增加消费者的临期食品购买意愿。其中,对食品口味的稳定性感知在定价方式对临期食品购买意愿的影响中发挥中介作用;同时,消费者知识在其中起到调节作用。本文的研究结论有助于扩展整数-精确数价格和临期食品相关领域的理论框架,同时为商家经营和销售临期食品提供实践指导。     

植入式广告对游客记忆和行为意向的影响及其启动效应

传统植入式广告多以实体产品为对象,体验性产品的植入对受众记忆和行为意向的影响缺乏足够的关注。文章以旅游景点为例的实验研究表明,（1）受众对植入景点的记忆与其对精彩程度、喜爱程度评价存在“U”型关系;（2）受众对植入景点的旅游偏好和推荐意愿在影片播出后即时效应很高,一周后呈现显著下降趋势;（3）路线设计及报价的平面广告较好地启动了受众的比较和计算,从选择自己最大程度可实现的旅游决策方案;图片和口碑传播启动了受众对景区精彩和喜爱元素的记忆,从而表达出更高的旅游偏好和推荐意愿。（4）旅游偏好和推荐意愿具有类似的启动效应,受众自己向往的旅游景点也乐意推荐给他人。     

Fueling Green Dining Intention: The Self-Completion Theory Perspective

This study aims to examine how self-identity of consumers influences intention to pay a premium to consume green food. Moreover, this research investigates the relationship between recollection of past dining experience and intention to consume green food. The self-completion theory (SCT) is to explain the compensatory effects of the preference to consume green food. Exposure to environmental information demonstrates the effects of priming. Two experiments were conducted to illustrate the effects of priming and recollection of past behavior that harmed the environment of consumers. The results show that after mere exposure to information on green dining, participants preferred to consume green food (priming effects). Similar results were obtained from the experiment where participants were asked to recall their past behaviors that harmed the environment. Asking individuals to recall past behavior proved to be an effective way to motivate patrons of green dining to find a moral equilibrium (compensation effects).     

Consumer response to service brand physical elements: Using a semantic priming task to explore implicit understanding of service brand meaning

Consumers' responses to design features involve both conscious and non-conscious information processing. The current research therefore argues that a combination of explicit and implicit measures should be used to assess consumer understanding of service brand meaning conveyed by a service brand's physical elements. However, most methods traditionally used to evaluate design meaning are explicit methods, based on conscious cognitive processes. The current research addresses this gap by documenting how understanding of service brand meaning conveyed by a service brand's physical elements can be tapped by an implicit measure. More specifically, it aims to investigate the extent to which a greater ability to decode meaning conveyed by design features results in differences in implicit understanding of service brand meaning. This research uses a Semantic Priming Task to assess associative strength between brand meaning and a service brand's physical elements. Results (N = 157) show that command of the design language, captured by design acumen and involvement in the product category, results in greater ability to implicitly understand brand meaning conveyed by a service brand's physical elements, and moderates the implicit-explicit relationship. Results suggest that combining implicit and explicit measures may help practitioners in charge of creating brand's physical elements, especially when associations between design types and brand impressions are not constant across product categories.     

Flag backlash: Why does the presence of the American flag reduce product evaluation?

The American flag is often incorporated into product branding. However, little research has investigated how the use of American flag imagery as a marketing tool for products influences consumer behavior. The present research examines (1) whether the presence of the American flag on a product affects consumers’ evaluation of products and (2) the social cognitive mechanisms underlying the effect of the flag on product‐related judgments. This research provides evidence that the presence of the American flag on a product induces negative product evaluation (Study 1). This negative effect is found to be moderated by participants’ trait level of psychological reactance (Study 2) and mediated by participants’ outrage (Study 3a) and perceived persuasion (Study 3b). When the American flag's link with the product is broken, its negative impact on product evaluation disappears (Study 4).     

Message‐to‐person versus person‐to‐message: An alternative way to conceptualize personalized advertising

This study provides an alternative way to conceptualize personalized advertising and discusses when and why nonpersonalized information can be more effective than personalized information in changing people's attitudes and behavioral intentions. Different from the traditional personalization approach in the literature that personalizes a message for an individual, this alternative way of thinking is to personalize an individual for a message. It is argued that an individual can be personalized for a message via priming tactics and it leads to reverse personalization effects where a nonpersonalized message generates stronger persuasion effects than a personalized message. The effects of priming on personalization are moderated by perceived prime credibility and mediated by perceived message relevance.