1,720,963 research outputs found
IAT, consumer behaviour and the moderating role of decision-making style: An empirical study on food products
Get PDFThis article discusses the reasons why the study of consumer preferences requires indirect measures. Particularly,
the research is focused on the use of the Implicit Association Test (IAT).
The main aim of the present research is to verify the usefulness of the IAT in situation of ambivalent attitudes,
such as in the food domain. On the basis of the relationship between interest/motivations and visual attention,
the first study explores the effect of implicit associations on consumers’ visual behaviour on food labels.
Moreover, the predictive and incremental validities of the IAT over traditional self-report measures on subjects’
intention to buy were tested in the specific field of food purchases, where attitudes can be ambivalent. Finally,
the role of preference for intuition or deliberation in the decision-making process as a moderator of the relationship
between the IAT score and the intention to buy was assessed. The second and the third studies aim to
verify the same moderation pattern in real behavioural choices between tasty/healthy foods and between different
food brands.
Overall, the results (1) show the effect of implicit (and not explicit) associations on the way in which consumers
read the information on food packaging; (2) demonstrate that the IAT enhances the understanding of
consumer preference, intention to buy, and choices among different products, especially in domains where
attitudes could be ambivalent; and (3) support the moderating role of the decision-making style. Overall, the
research supports the employment of the IAT in consumer research
How do implicit/explicit attitudes and emotional reactions to sustainable logo relate? A neurophysiological study
Get PDFFood package labels can be used to influence consumers’ evaluation and purchasing behaviour, fostering sustainable consumption. Therefore, it is important to understand consumers’ emotional reaction to food package labels that convey sustainable information. The aim of the present research is to get a better understanding of the relation between consumers’ attitudes and emotional reactions often used to measure the effectiveness of a communication. Particularly, we focused on recyclability, assessing participants’ prior explicit and implicit attitudes towards recyclability and their emotional reaction to food packages featuring logos of (non-)recyclability. The emotional reaction was measured both at an explicit and at an implicit level, using direct (self-reported) and indirect (eye movement, facial expressions and pupil dilation) techniques respectively. Results showed that explicit attitudes predicted self-reported emotions, while implicit attitudes predicted the spontaneous emotional reactions, highlighting the importance to assess both explicit and implicit attitudes. Moreover, results showed that the relation between the time that people looked at the logo and the spontaneous emotional reaction was contingent upon the participant's implicit attitudes. Finally, a follow-up analysis revealed that people with positive implicit attitudes towards recyclability were faster in detecting the recyclable logo and spent more time on processing the logo which on its turn resulted in better emotional reactions. Thus, the results suggest that implicit attitudes influence both visual attention and emotional reactions. Overall, the research contributes to a better understanding of the relation between prior attitudes and emotional reactions to food packaging, and supports the use of an approach that comprises both direct and indirect measures of attitudes and emotions
Wine label and consumer evaluation. Findings from an eye-tracking study
No full textIn food labels evaluation, visual attention is a crucial way to acquire information due to its close relation to
higher-order cognitive processes (Plassmann et al., 2011) For this reason, eye-tracking techniques have a
great potential for assessing consumers’ perception of food labels. The aim of this research is to evaluate the
importance of different label attributes of wine and the effects. Forty consumers, 20 expert sommeliers and
20 consumers without wine expertise, were exposed to 8 different wine labels. During the labels' exposure,
participants’ eye movements were recorded using an eye tracker. After each label’s exposure, participants
expressed their evaluation filling in self-reports. Relying on gaze behaviour quantitative data, we analyzed
the importance of label attributes, such as brand or ingredients. Secondly we verified if there is a difference
in visual attention behaviour between the two groups. We expected that the expertise affects the attention on
specific information from labels. Thirdly, relying on recent evidences on the relation of visual attention with
appreciation and saliency (Milosavljevic et al., 2012), we hypothesized that more fixations on a label’s
element are related with a better evaluation. We tested this relation in the whole sample and for each group
separately. Results showed that wine labels were explored in terms of visual attention in different ways
between experts and inexperts as some areas were significantly more watched by sommeliers, while some
others by inexperts
A neuroscientific method for assessing effectiveness of digital vs. print ads: using biometric techniques to measure cross-media ad experience and recall
Get PDFMarketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets. Which medium is the most effective in terms of information memory or reading behavior is not clear, however. In this study, advertisements from an Italian newspaper were presented in three media formats: website (through the Internet with a desktop PC), paper, and a PDF version displayed on a tablet device. Responses to the same news and advertising were measured with eye tracker, electroencephalography brain scanner, and
memory test
Effect of information on food evaluation and willingness to buy: a study from a neuromarketing perspective
No full textWithin the research center of neuromarketing Behavior and Brain Lab (IULM University), we conducted a study adopting both traditional and neuroscientific techniques to test the emotional reaction of consumers tasting a food conserved with a new edible gel, which avoids the presence of artificial preservatives in food.
In this article, we will focus only on the influence of communication on the consumption experience.
Results showed a significant effect of communication on the sensorial perception of food products, in terms of conscious evaluation and unconscious response during the food tasting
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Get PDFWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
Dispelling the Myths Behind First-author Citation Counts
Get PDFWe conducted a full-scale evaluative citation analysis study of scholars in the XML research field to explore just how different from each other author rankings resulting from different citation counting methods actually are, and to demonstrate the capability of emerging data and tools on the Web in supporting more realistic citation counting methods. Our results contest some common arguments for the continued
use of first-author citation counts in the evaluation of scholars, such as high correlations between author rankings by first-author citation counts and other citation
counting methods, and high costs of using more realistic citation counting methods that are not well-supported by the ISI databases. It is argued that increasingly available digital full text research papers make it possible for citation analysis studies to go beyond what the ISI databases have directly supported and to employ more
sophisticated methods
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