1,720,990 research outputs found
Social Neuromarketing: The role of social context in measuring advertising effectiveness
Full text linkIn this dissertation, I focus on the influence of social context on consumers’ cognitive responses to marketing stimuli. Specifically, I examine the interaction between cortical brain activity, attachment styles and genetic makeup in different social settings. First, I examine the interaction between cortical brain activity and attachment styles in task-free resting-state condition. My goal is to study the effects of social context on cortical brain activity in ad-free environment. I find that social context affects task-free resting-state cortical brain activity and that this effect is modulated by participant’s attachment style. The results suggest increased tonic alertness that is required for more active introspective processes in the social compared to alone condition. Second, I study cortical brain responses to advertising in non-interactive social situation. I find increased attention allocation and motivational significance, both enhanced by the presence of another person, to pictures of luxury branded products. These results suggest that social context enhances customer engagement because of increased nondirective arousal, such as nonspecific attention engagement with branded products. In retail settings, the mere presence of consumers in places where shoppers congregate may amplify feelings of pleasure, joy, and desire. Third, I investigate the interaction between cortical brain activity and participant’s genetic makeup in sales-consumer settings. I find increased socially motivated attention during preference inferences from eye-related cues as opposed to passive viewing of branded products for the GG compared to A-allele carrier individuals. This implies that someone’s genetic makeup can affect his socially motivated behavior. Finally, I argue that marketers who aim to understand and predict advertising effectiveness can benefit from placing participants in social settings in addition to the traditional manner of studying consumer brain responses to marketing-relevant stimuli in social isolation
Preference Inferences from Eye-Related Cues in Sales-Consumer Settings: ERP Timing and Localization in Relation to Inferring Performance and Oxytocin Receptor (OXTR) Gene Polymorphisms
Full text linkPast physiological evidence, indicates that inferences on the mind of another person (i.e., goals, intentions, beliefs), is a well-defined brain process characterized by specific temporal and spatial properties. This study investigated brain responses during passive viewing (consumers’ role) of branded products (i.e., chocolates, chips, non alcoholic beverages) and preference inferences (sales consultants’ role) from eye-related information. Using EEG methods, event-related potentials (ERPs) were recorded while participants passively viewed pictures of branded products versus when they tried to infer others’ product preferences from eye-related information. ERP amplitudes were examined in two time windows, corresponding to the P3 component and the late positive potential (LPP). Dissimilar brain responses were found for preference inferences compared to passive viewing for the P3 and LPP components. P3 and LPP amplitudes were greater for preference inferences compared to passive viewing. In addition, enhanced P3 and LPP amplitudes were found for preference inferences compared to passive viewing for the High Inferring Performance (HI) as opposed to the Low Inferring Performance (LI) group. Finally, enhanced posterior P3 and LPP amplitudes were found for preference inferences compared to passive viewing for the GG as opposed to the A-allele carrier individuals of oxytocin receptor (OXTR) gene. Taken together, the results suggest that posterior P3 and LPP amplitude during preference inferences from eye-related cues as opposed to passive viewing of branded products reflects increased socially motivated attention allocation required for the social inferring task, for the GG compared to A-allele carrier individuals
La mente del consumatore: Guida applicata al neuromarketing e alla consumer neuroscience
No full textPerché preferiamo un prodotto piuttosto che un altro? Perché passiamo così tanto tempo sulle reti sociali come Facebook o Instagram? È vero che alcuni consumatori preferiscono interagire con le nuove tecnologie piuttosto che con i loro simili? In passato, per rispondere a queste e altre domande i ricercatori facevano affidamento sui metodi di ricerca tradizionali come le interviste, i questionari, il focus group o semplicemente osservando, registrando e analizzando il comportamento dei consumatori. I recenti progressi nella tecnologia e nelle neuroscienze offrono la possibilità di studiare come i biomarcatori (compresa la suscettibilità genetica), i processi inconsci e le relative attivazioni cerebrali influenzino il comportamento del consumatore. Questo libro introduce il lettore alle basi della struttura e del funzionamento del cervello umano. Successivamente, presenta gli strumenti e le misure neuroscientifiche più utilizzate dai ricercatori accademici e della business community per studiare l’attenzione, le risposte affettive, il processo di apprendimento, la memoria e infine le modalità attraverso cui si crea la preferenza in un consumatore. Il libro offre sia approfondimenti e conoscenze accademiche che una prospettiva applicata dove vengono presentati diversi casi aziendali
Augmented Reality Makes Me Feel So Excited: Evidence from Physiological and Self-Reported Measures
Full text linkOvercoming Consumer Resistance to AI in General Health Care
No full textArtificial intelligence (AI) in medicine offers a unique opportunity to improve the global health system. However, consumers remain skeptical about AI's ability to accurately assess their medical condition. The five studies here provide insights into consumers’ reluctance to use AI-produced health care recommendations. Consumers are less willing to follow a medical recommendation from AI (vs. from a human) when the medical diagnosis provides health results that are good (i.e., symptoms do not require medical care) versus bad (i.e., symptoms are worrisome and may require urgent care) (Study 1a). The effect is mediated by consumers’ perception of diagnosis trustworthiness (Study 1b) and enhanced by consumers’ health anxiety score (Study 2). Providing social proof (e.g., number of satisfied customers recommending the service) reduces the negative effect of health anxiety on consumers’ trust in the medical diagnosis and increases their willingness to follow the AI's recommendations (Study 3a). The findings provide insights into the psychological drivers of acceptance of automated health care and suggest possible actions to overcome consumers’ reluctance to follow AI medical recommendations
Pawsitively powerful: Why and when pet influencers boost social media effectiveness
No full textIn recent years, influencer marketing has emerged as a powerful tool for brands to create connections with their target audiences. Naturally, many companies have leaned on human influencers, but the increasing popularity of pet influencers (e.g., dogs and cats) represents a new avenue for brand promotion. This research asks the question: Why and when are pet influencers preferrable to their human counterparts in terms of boosting engagement and purchase intention? Across six experimental studies (N = 1166), we demonstrate that pet influencers lead to higher engagement with the promoted content and willingness to buy the advertised product (Study 1) because they are seen as more credible than human influencers (Study 2). Pet influencers are perceived as cuter, which in turn positively affects their credibility (Study 3). Specifically, whimsicality is the cuteness dimension that explains their greater credibility (Study 4). These effects are stronger when the promoted product is pet-related (Study 5) and apply regardless of whether people own a pet (Studies 3–5). Finally, a clear cuteness manipulation supports the causal relationship between cuteness and credibility (Study 6). These findings affirm that pet influencers shape individuals' responses to promotional social media posts, enhance the field's understanding of the mechanisms that underlie influencer marketing effectiveness, and clarify how to implement more influential social media campaigns
Too good to be true! The effects of number of followers and language intensity on consumer responses to influencers’ sponsored content
Full text linkMarketers increasingly enlist influencers to spread information about brands, products and services. However, it remains unclear what, how, and when the influencer perceived credibility is affected. Drawing on language expectancy theory, this study offers a granular assessment of the language intensity effects on consumer responses to sponsored content. Three online experiments demonstrate the joint impact of number of followers (micro vs. macro influencer) and language intensity (moderate vs. high) on influencer credibility. Specifically, results suggest that the use of high intensity appeals enhances micro influencer credibility but reduces macro influencer credibility. The findings shed more light on how verbal elements affect consumer responses to influencer marketing and thus offer guidance to influencers for developing
more effective communication strategies in social media marketing campaigns
Overcoming the blockchain technology credibility gap
Full text linkBlockchain technology has been designed to improve the transmission of transparent information across a variety of industries and products. Yet, consumers tend to perceive product information provided by blockchain technology (vs. humans) as less credible. As this may not apply to all consumers, it becomes critical for companies to understand how to improve blockchain perceived credibility. This work investigates how individual differences and marketing actions shape consumer responses to product information provided by blockchain technology (vs. humans). Four controlled experiments demonstrate that consumers perceive the information provided by blockchain technology (vs. humans) as having less credibility, which in turn decreases word-of-mouth and intention to share information about the product on social media (Study 1). This effect is stronger for consumers with lower cognition needs (Study 2a), which in turn affects willingness to buy and actual behavior (Study 2b). Providing social proof – i.e., the number of satisfied customers who recommend blockchain technology – increases blockchain perceived credibility (Study 3). These insights deepen the understanding of how individual differences shape consumer responses to product information provided by blockchain technology and offer insights on how to boost technology credibilit
HOW LANGUAGE AROUSAL SHAPES RESPONSES TO INFLUENCERSPONSORED CONTENT
Full text linkInfluencer marketing has become big business. But while influencers have the potential to diffuse marketing messages and drive sales, some posts get lots of engagement, while others do not. Could a subtle change in language boost engagement? This work investigates how language arousal in micro versus macro influencers’ sponsored posts can shape engagement. Four studies, combining a text analysis of thousands of influencer’s social media posts and controlled experiments, demonstrate that a more aroused language increases engagement for micro influencers, while it decreases engagement for macro influencers. This effect occurs because a more aroused language boosts (reduces) feelings of interpersonal closeness between micro (macro) influencers and their audience, which makes the influencers seem more (less) credible. These findings deepen the understanding of how language arousal and influencer type shape consumer behavior, reveal a psychological mechanism through which language arousal affects consumer perceptions, and provide actionable insights for composing more effective social media content
Merely being with you increases my attention to luxury products: Using EEG to understand consumers' emotional experience with luxury branded products
No full textElectrophysiological and hemodynamic studies provide substantial evidence of dissimilar brain responses when people view emotional compared with neutral pictures. This study investigates consumer brain responses underpinning passive viewing of luxury (high emotional value) versus basic (low emotional value) branded products when participants are alone or with another person. Conforming to social facilitation theory and using electroencephalogram methods, the authors recorded event-related potentials while female participants passively viewed pictures of luxury and basic branded products. They examined event-related-potential amplitudes in three time windows, corresponding to the P2 and P3 components and the late positive potential (LPP). Dissimilar brain responses occurred in the Together but not the Alone condition for the P2 and P3 components over visual cortex sites. The LPP amplitude was higher for luxury than for basic branded products, but only in the Together condition, suggesting that the presence of another person magnifies the emotional effect of brand type. Taken together, the results suggest that LPP amplitude during passive viewing of relevant marketing images reflects increased attention allocation and motivational significance, both enhanced by the presence of another person, to stimuli with higher emotional value
- …
