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Article
Publication date: 19 March 2018

Michela Addis, Giulia Miniero and Isabella Soscia

This paper aims to explore the role of surprise in reducing the negative impact of an undesired emotion, such as embarrassment, on the attitudes and behavioral intentions of…

2084

Abstract

Purpose

This paper aims to explore the role of surprise in reducing the negative impact of an undesired emotion, such as embarrassment, on the attitudes and behavioral intentions of consumers taking part in an event.

Design/methodology/approach

In total, 220 consumers took part in a pre-test/post-test quasi-experimental within-subject design. Data were analyzed using structural equation modeling.

Findings

Findings show that an in-store social event designed to elicit young customers’ surprise and feelings of romantic love might also give rise to a relevant negative emotion such as embarrassment, and that surprise can act as a powerful managerial tool in limiting the negative effects of this negative emotion. Moreover, brand attitude and purchase intention are outcomes of positive emotions elicited by the event.

Practical implications

The study shows that event marketing is an appealing but risky strategy. Evoking surprise is an effective way to manage negative emotions such as embarrassment that can arise unintentionally during an event.

Originality/value

The research contributes to the understanding of the role of contradictory emotions in a specific social experience, namely, the event, and focuses on unplanned and undesired the affective contributions of customers.

Details

Journal of Consumer Marketing, vol. 35 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 7 June 2011

Isabella Soscia, Alessandro Arbore and Charles F. Hofacker

The purpose of this paper is to look at television delivered to a mobile device, in order to better understand the adoption of such services. The research focuses on the role of…

1568

Abstract

Purpose

The purpose of this paper is to look at television delivered to a mobile device, in order to better understand the adoption of such services. The research focuses on the role of trial in new technology‐based services adoption. The authors hypothesize that trial increases both perceived ease of use and perceived usefulness, and that it is especially effective with women.

Design/methodology/approach

A field experiment was conducted to test the hypotheses of the study. A two group independent groups design was used to manipulate product trial, while the other variables were measured by questionnaire.

Findings

The authors' empirical results reveal that product trial positively impacts perceived ease of use, but not perceived usefulness. It is also shown that the relationship between product trial and ease of use is stronger for females than for males. Moreover, product trial, working through perceived ease of use, influences the intention to adopt the new technology.

Practical implications

In many cases where a service is provided by software, the cost of offering a trial is quite modest and management ought to give it serious thought as a promotional tactic.

Social implications

Our research suggests that trial can be quite efficacious with women: it could help to increase confidence in consumers' ability to use new technologies.

Originality/value

While numerous researchers have studied the impact of communication on adopting new technology‐based services, the present studies emphasize that product trial is a key yet underutilized – and understudied – marketing tactic for such services.

Details

Journal of Research in Interactive Marketing, vol. 5 no. 2/3
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 26 January 2010

Alex Turrini, Daniela Cristofoli, Greta Nasi and Isabella Soscia

The purpose of this paper is to build a working definition of public administration's management capacity (PA‐MANCAP) aiming at empirically testing the existence and size of an…

793

Abstract

Purpose

The purpose of this paper is to build a working definition of public administration's management capacity (PA‐MANCAP) aiming at empirically testing the existence and size of an implementation gap in public management reforms in Italy.

Design/methodology/approach

A confirmatory factor analysis is developed to assess the validity of the proposed operational measure. Data are taken from a survey administered on 204 local governments in Italy.

Findings

The validity of the measure is assessed for all the attributes that conceptualize PA‐MANCAP except for the information and communication technology dimension. Findings from a survey of 102 major Italian municipalities indicate a situation with areas of light and shadow with regard to the implementation of public management reforms in Italy.

Originality/value

The paper presents a valuable insight for both academics and practitioners in order to benchmark the managerial capacity of various local governments and to develop additional quantitative research into the determinants of the implementation gap of public management reforms in Italy and abroad.

Details

International Journal of Public Sector Management, vol. 23 no. 1
Type: Research Article
ISSN: 0951-3558

Keywords

Available. Open Access. Open Access
Article
Publication date: 2 January 2020

Giuliana Isabella and Valter Afonso Vieira

The purpose of this paper is to investigate the emotional contagion theory in print ads, and expand the literature of smiling to different type of smiles and gender congruency…

4679

Abstract

Purpose

The purpose of this paper is to investigate the emotional contagion theory in print ads, and expand the literature of smiling to different type of smiles and gender congruency. Emotional contagion happens when an emotion is transferred from a sender to a receiver by the synchronization of emotions from the emitter. Drawing on emotional contagion theory, the authors expand this concept and propose that smiles in static facial expressions influence product evaluation. They suggest that false smiles do not have the same impact as genuine smiles on product evaluation, and the congruence between the model gender–product in a static ad and the gender of the viewer moderates the effects.

Design/methodology/approach

In Experiment 1, subjects were randomly assigned to view one of the two ad treatments to guard against systematic error (e.g. bias). In Experiment 2, it was investigated whether viewing a static ad featuring a model with a false smile can result in a positive product evaluation as was the case with genuine smiles (H3). In Experiment 3, it was assumed that when consumers evaluate an ad featuring a smiling face, the facial expression influences product evaluation, and this influence is moderated by the congruence between the gender of the ad viewer and the product H gender of the model in the ad.

Findings

Across three experiments, the authors found that the model’s facial expression influenced the product evaluation. Second, they supported the association between a model’s facial expression and mimicry synchronization. Third, they showed that genuine smiles have a higher impact on product evaluation than false smiles. This novel result enlarges the research on genuine smiles to include false smiles. Fourth, the authors supported the gender–product congruence effect in that the gender of the ad’s reader and the model have a moderating effect on the relationship between the model’s facial expression and the reader’s product evaluation.

Originality/value

Marketing managers would benefit from understanding that genuine smiles can encourage positive emotions on the part of consumers via emotional contagion, which would be very useful to create a positive effect on products. The authors improved upon previous psychological theory (Gunnery et al., 2013; Hennig-Thurau et al., 2006) showing that a genuine smile results in higher evaluation scores of products presented in static ads. The theoretical explanation for this effect is the genuine smile, which involves contraction of both zygomatic major and orbicularis oculi muscles. These facial muscles can be better perceived and transmit positive emotions (Hennig-Thurau et al., 2006).

Details

RAUSP Management Journal, vol. 55 no. 3
Type: Research Article
ISSN: 2531-0488

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Article
Publication date: 8 March 2018

Khadija Ali Vakeel, K. Sivakumar, K.R. Jayasimha and Shubhamoy Dey

The purpose of this paper is to focus on failures in online flash sales (OFS) and to explore why consumers participate in an OFS even after experiencing service failure. It also…

2475

Abstract

Purpose

The purpose of this paper is to focus on failures in online flash sales (OFS) and to explore why consumers participate in an OFS even after experiencing service failure. It also examines the role of deal proneness, attribution, and emotions.

Design/methodology/approach

Using a mixed method approach to gain insights into this relatively unexplored phenomenon of OFS, this research uses netnography followed by a survey study.

Findings

The findings show that deal-prone customers tend to ignore service failures during OFS and re-participate in the future. In the context of OFS, failures attributed to internal locus of attribution (LOA) also have a negative effect on re-participation compared with failures attributed to external LOA. Furthermore, there is a three-way interaction among deal proneness, LOA, and past emotions. The results show that negative past emotions further exacerbate the impact of attribution on the link between deal proneness and re-participation.

Originality/value

In contrast with prior research, the paper shows that consumers participate even after service failure. The proposed difference is between customers who experience different LOA and past emotions offers insights into their behavior after service failure in a new context of an online/electronic commerce event – flash sales. This paper specifically explores the role of internal LOA and finds that it has a more negative impact than external LOA on re-participation.

Details

Journal of Service Management, vol. 29 no. 2
Type: Research Article
ISSN: 1757-5818

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