Monica D Hernandez and Michael S Minor
The purpose of this paper is to attempt to answer whether there is a difference between retrieving memory by using recall or false recall of brands in an interactive and…
Abstract
Purpose
The purpose of this paper is to attempt to answer whether there is a difference between retrieving memory by using recall or false recall of brands in an interactive and imagery-rich environment such as advergaming, and there are differences in memory in the same context if the languages of proficiency are based on the same script (e.g. alphabetic/alphabetic such as Spanish/English) versus cross-script (e.g. logographic/alphabetic, such as Chinese/English).
Design/methodology/approach
A series of international experiments addressed memory of brand placements in advergames – via correct and false recall – across groups of bilinguals from China, Mexico and South Korea.
Findings
The most salient finding of this study revealed advergame interactivity increased false memory more pronouncedly in the proficient groups (“experts”), supporting the notion of increased false recall as a result of feelings of accountability that experts naturally experience.
Research limitations/implications
The procedures of the international experiments were susceptible to some limitations concerning sampling design and experimental stimuli. Despite its limitations, this study helps to uncover the effect of these elements in short-term brand memory, to guide marketers for an effective use of brand and product placements in advergames.
Originality/value
Analysis of both correct and false recall of bilinguals in imagery-rich environments is of utmost importance. In these environments, memory may originate from experience or from imagination. The study addressed brand memory among diverse Internet audiences by taking into account both correct memory scores as well as false memory scores within the advergaming context.
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Robert Muwanga, Johnson Ssekakubo, Grace Nalweyiso, Slyvia Aarakit and Samuel Kusasira
This study aims to examine the effect of the different forms of attitudes on the behavioural intentions to adopt solar energy technologies (SETs) in Uganda. Although commonly…
Abstract
Purpose
This study aims to examine the effect of the different forms of attitudes on the behavioural intentions to adopt solar energy technologies (SETs) in Uganda. Although commonly examined, the effect of attitudes on people’s behavioural intentions to adopt SETs ought to be more distinctively examined to have a clear picture of how each of the identified sets of attitudes influences the adoption of SETs.
Design/methodology/approach
Based on a sample of 360 households from three urban districts in Uganda sampled using a multi-stage sampling technique, data were collected using a self-administrated structured questionnaire. The data were then analysed using partial least square–structural equation model with SmartPLS 3.0 software.
Findings
The study establishes that more specific attitudes affect behavioural intentions to adopt SETs than general pro-technology attitudes. Results reveal that both pro-environment and application-specific attitudes matter for behaviour intentions to adopt SETs amongst households. However, the general pro-technology attitudes are not significantly associated with behavioural intentions to adopt SETs.
Practical implications
The results are important for producers and promoters of solar technology to craft appropriate promotion campaigns intended to increase the acceptance and usage of SETs. This means focussing on creating positive attitudes specific to particular applications and popularising specific uses of solar technologies.
Originality/value
The study provides an alternative approach to the general representation of the attitudes–intentions relationships by examining the differences in the attitudes developed towards the different aspects of these technologies as a substantial source of variations in adoption behaviour, which is rarely addressed.