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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
I examine the psychological process of elongation bias (Essay 1) and its application to consumer behavior (Essay 2). Over three studies, Essay 1 tests two alternative explanations for the elongation bias (Studies 1 and 2) and subsequently demonstrates the elongation bias using real product package pictures (Study 3). I find that individuals compare the size of two objects by relying on their perception of differences in the objects' dimensions. However, the ease with which we compare the objects' dimensions influences the just-noticeable-difference threshold (JND), where JND is the extent to which individuals are able to notice subtle changes in said dimensions. Thus, in the typical elongation bias experiment, the change in height crosses a perceptual JND boundary that is noticed, though the corresponding change in width is not. I also identify that elongation bias occurs under a comparative-judgment condition rather than under a single-judgment condition, further supporting the idea of comparison and the role of JNDs in the production of this phenomenon. In Essay 2, across eight studies, I aim to examine whether the concept of more from the elongation bias can be generalized to various consumer-behavior domains. Specifically, I investigate the influence of elongation bias on consumer persuasion, the dilution effect, and the contagion effect. While prior elongation bias research has primarily focused on product size estimates from an elongated shape, I assess whether these perceptions can influence more distal variables. Regarding consumer persuasion, I find in Study 1 that the shape of a message affects attitude strength, particularly under low elaboration conditions. I also show that this effect occurs because the elongated shape affects word estimates that may themselves increase the individuals' belief that they had elaborated upon the messages, i.e., perceived elaboration. In Studies 2 and 3, I attempt to find direct evidence for how perceived elaboration increases attitude strength, however, the findings in Study 1 are not replicated. Also, as there were no supporting results for my investigation of the dilution effect, I decided to pursue the contagion effect. Regarding the contagion effect, I demonstrate in Study 1 that the shape of an object influences the likelihood of contagion. In more specific terms, I find that individuals perceive less contagion in an elongated shape due to the perceived larger area, whereas they perceive more contagion in a less-elongated shape due to the perceived smaller area. I further explore the contagion effect in the marketing-relevant contexts in Studies 2 and 3 and re-examine our findings in Study 4. However, these studies do not replicate the influence of elongation bias on the contagion effect. In this dissertation, I discuss why the elongation bias may not affect decision making in marketing-relevant contexts and suggest future directions for investigating these theories. I conclude that, because elongation bias is an effect that is already small, other perceptual signals that are prevalent in the marketing-relevant domains easily cancel out the effects of the elongation bias. In other words, elongation bias may easily influence a variable whose concept is similar to elongation bias (e.g., product size perception); however, when investigating the effect of elongation bias on more distal variables (e.g., attitude strength, perception of dilution/contagion) the more additional perceptual cues that are present, the more difficult it is to detect its effect. Accordingly, the application of elongation bias in the marketing context may be limited. With this in mind, I suggest identifying a more appropriate measurement and study design to investigate the marketing implications of elongation bias. In sum, our research contributes to consumer perception literature by developing an area-comparison model and by examining how a specific visual bias can subtly influence consumer behaviors.
This Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing, psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. The Handbook presents state-of-the-art research as well as providing a place for authors to put forward suggestions for future research and practice. The Handbook is most appropriate for graduate level courses in marketing, psychology, communications, consumer behavior and advertising.
In consumer and social psychology, salience has been generally treated as an attribute of a stimulus, which allows it to stand out and be noticed. Researchers, however, have only vaguely articulated the theoretical underpinnings of this term, thus impeding a thorough understanding of the perceptual processes behind its use in complex marketing communications. This book presents a theoretical approach for enhancing consumer processing and memory of marketing communication. Using schema theory and an information processing approach, the model introduced here - briefly referred to as the In-salience hypothesis emphasizes the nature of prominence which is intrinsic to any salience construct reviewed in literature. This model is part of wider Dichotic theory of salience, according to which a stimulus is salient either when it is incongruent in a certain context to a perceiver's schema, or when it is congruent in a certain context to a perceiver's goal. According to the four propositions of the model, in-salient stimuli are better recalled, affect both attention and interpretation, and are moderated by the degree of perceivers' comprehension (i.e., activation, accessibility, and availability of schemata), and involvement (i.e., personal relevance of the stimuli). Results of two empirical studies on print advertisements show that in-salient ad messages have the strongest impact in triggering ad processing which, in turn, leads to consumer awareness. The reading of this book is therefore recommended not only to academic scholars, but also to marketers especially planning ad campaigns and launches of new products.
Master's Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Université Paris 1 Panthéon-Sorbonne (Paris School of Economics), course: Consumer Psychology, language: English, abstract: The present study analyzes envy and its effects on individuals’ willingness to pay. On the basis of previous research in the field of envy, an experiment with 80 subjects was designed in order to find out more about malicious envy in relation with branded products. By eliciting malicious envy through a pitch-and-toss game with an unfair outcome, a better-off and a worse-off participant could be determined. During the experiment, malicious envy was supposed to influence individuals’ willingness-topay for a bar of chocolate. After collecting the willingnesses-to-pay, the results of an experimental group and a control group were compared. The findings show that malicious envy effectively influences the subjects’ willingness-to-pay for the branded product as well as for the no-name product in a negative way, whereas the general perception of the chocolate is positive.
Although the world's poorest inhabited continent, Africa has recently shown signs of being a source of economic growth in the coming decades, with increased foreign investment - notably from China - and huge growth in GDP from a number of African states. In contrast to the heaving weight of books focusing on business opportunities in Asia, Eastern Europe and Latin America, Africa has been poorly served by academic publishing. This compendium of scholarship offers cutting-edge knowledge relating to business in Africa. The objectives of this collection include: To shed new light on the socio-cultural and historical underpinnings of business practice in Africa and their implications for promoting entrepreneurship and business behaviour in the region To consider the important constraints on business activities in Africa, and the emerging 'best practice' for redressing their real and potential impacts To facilitate a better understanding of contemporary business practice in Africa through the application of relevant theories and models, including emergent ones. The Routledge Companion to Business in Africa is a comprehensive reference resource that provides the perfect platform for embarking on research and study into Africa from the business perspective.