16,784 research outputs found
Is beauty in the aisles of the retailer?: package processing in visually complex contexts
No full textAbstract not availableUlrich R. Orth, Roberta C. Crouc
Persuasive mechanisms of nostalgic brand packages
No full textAbstract not availableUlrich R. Orth and Steffi Ga
Good from far but far from good: the effects of visual fluency on impressions of package design
No full textExtended abstractUlrich R. Orth, Keven Malkewit
Using attribution theory to explain tourists' attachments to place-based brands
No full textAssuming a holistic view of attribution, the paper presents hypotheses regarding the mediating role of brand related attributions in the relationships between tourists' experiences (pleasure, arousal, satisfaction) and their emotional attachments to place-based brands. Testing the hypotheses involves a sample of 3460 visitors to fifteen international regions and examining wine (e.g., regional umbrella brands such as Bordeaux, Rioja, Tuscany, Napa, and Western Hills) as the tested stimulus. Results suggest that brand related attributions fully mediate the influence of pleasure and satisfaction on brand attachments, whereas arousal has a direct effect; prior place attachment and place to brand associations enhance effects of the tourism experience. © 2011 Elsevier Inc.Ulrich R. Orth, Albert Stöckl, Roberta Veale, Joëlle Brouard, Alessio Cavicchi, Monica Faraoni, Mikel Larreina, Benoît Lecat, Janeen Olsen, Carmen Rodriguez-Santos, Cristina Santini and Damien Wilso
Healthy by design, but only when in focus: communicating non-verbal health cues through symbolic meaning in packaging
No full textAbstract not availableNadine Karnal, Casparus J.A. Machiels, Ulrich R. Orth, Robert Ma
Emphasizing brand heritage: does it work? And how?
No full textAbstract not availableGregory M. Rose, Altaf Merchant, Ulrich R. Orth, Florian Horstman
Advancing the aesthetic middle principle: trade-offs in design attractiveness and strength
No full textAbstract not availableJoan L. Giese, Keven Malkewitz, Ulrich R. Orth, Pamela W. Henderso
The influence of nostalgic memories on consumer exploratory tendencies: echoes from scents past
No full textIntegrating research on atmospherics with the power of nostalgia, this paper investigates the influence of scent-evoked nostalgic memories on consumer exploratory behavior. The context for the experiment is a laboratory setting scented with natural and manmade odors. Testing a comprehensive structural equation model shows that ambient scent evokes nostalgic memories which in turn positively influence consumer sensation seeking with downstream effects extending onto exploratory tendencies, namely on risk taking, variety seeking and curiosity-motivated behaviors. In addition, those behavioral states are affected by consumer personality. Theoretical and practical implications of these findings are discussed. © 2007 Elsevier Ltd. All rights reserved.Ulrich R. Orth, Aurelie Bourrai
Nostalgic brands as mood boosters
No full textWhy form consumers purchase intentions for nostalgic brands, and what individuals are likely to do so? Although consumer demand for nostalgic offers including brands is considerable, the mechanisms at work remain largely unknown. Using the dispositional theory of moods, this research tests the notion that nostalgic brands relate to mood boosts as major drivers of behavioral intentions. Results of an experimental study indicate that nostalgic rather than non-nostalgic brands boost consumers’ moods, particularly with individuals scoring high on need for cognition (NFC) and hope. Implications focus on advancing research on nostalgic brands and consumer self-regulation of affect.Ulrich R Orth, and Steffi Ga
Intrapersonal variation in consumer susceptibility to normative influence: toward a better understanding of brand choice decisions
No full textThe authors examined intrapersonal variation in consumer susceptibility to normative influence as a key mediator of wine brand choice. On the basis of a consumer sample, the authors found that individual values and social identity complexity affect consumer susceptibility to normative influence with downstream effects on (a) which brand benefits consumers desire in wine and (b) choice. Individuals higher on internal values and with more complex social identities were less susceptible to normative influence and placed less emphasis on social brand benefits. Separate examinations of consumption scenarios with and without salient reference groups showed that reference group salience interacts with personal values and social identity complexity in affecting consumer susceptibility to normative influence, which in turn affects which brand benefits consumers desire and consequently choice.Ulrich R. Orth, Lynn R. Kahl
- …
