We Eat First with Our (Digital) Eyes: Enhancing Mental Simulation of Eating Experiences via Visual-Enabling Technologies

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.     

Tacit meaning in disguise: Hidden metaphors in new product development and market making

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.     

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.     

Sustainability in the prospective scenarios methods: A case study of scenarios for biodiesel industry in Brazil,for 2030

In order to build prospective scenarios for biodiesel industry in Brazil, with a sustainable perspective, it was necessary to develop a cross-disciplinary work to include Sachs’ dimensions of sustainability into the scenarios method. This meant linking concepts from different disciplines, without transforming it in a new discipline. In order to support the proposition for the new method, a study case is presented, the framework for the biodiesel scenarios in Brazil, by 2030. An in-depth interview was used to test the proposition of having the sustainability dimensions as driving forces. The result was the identification of a critical uncertainty composed of various aspects related the response to climate change and environmental conservation. The scenario storylines that were developed based on the critical uncertainties showed that sustainable options for the future are possible if the mental maps are enlarged to see beyond the business as usual.The results show that the scenarios storylines go through social, environmental and economic aspects, supported by other aspects like the territorial and political. Also it showed that sustainable options are possible if the mental maps are enlarged to see beyond the business as usual.     

Product Touch and Consumers’ Online and Offline Buying: The Role of Mental Representation

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.     

Using quantitative influence diagrams to map natural resource managers’ mental models of invasive species management

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.     

The concept of near money in loyalty programmes

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.     

Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust

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.     

简快身心积极疗法的理论基础及其逻辑关系之剖析

简快身心积极疗法在发展过程中,不拘泥于学术学派的束缚,系统整合了当前国内外各种实用有效的治疗技术,因其简洁快速、实用有效的临床辅导效果而独树一帜。本文尝试系统梳理简快身心积极疗法的理论基础,挖掘其内在逻辑关系,剖析其简快有效的原因所在。     

论心理账户理论对上市公司投资者关系管理的启示

目前，投资者关系管理作为公司治理的一项前沿性课题已经引起了理论界和实务界的普遍关注，尤其是其中的信息披露问题更是备受瞩目的热点问题。但是已有的对投资者关系管理的研究大多局限在理论分析的层次上，缺乏对现实问题的可操作性的指导，这在很大程度上限制了投资者关系管理理论的进一步拓展。本文另辟蹊径，以行为经济学中的心理账户理论为分析工具，对投资者关系管理中若干问题的运作方法和手段进行了探讨，得到了很多有益的启示。