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The purpose of this paper is to perform a preliminary examination of informational and transformational advertising appeals in contemporary advertisements for healthy and unhealthy foods.

Western (European) food advertisements published in Belgian food magazines were content analyzed to identify informational and transformational advertising appeals. Belgian food advertising was selected as an adequate representation of Western (European) food advertising because marketing in Belgium is permeated by international influences (cf. Belgian Federal Government). Advertisements were sampled from three magazines over a period of five years, from January 2009 to December 2013. The sample comprised 325 unique advertisements, including 159 for healthy foods and 166 for unhealthy foods.

The results of the content analysis indicated that healthy food advertisements in Belgium are mainly informational, whereas unhealthy food advertisements are mainly transformational.

This preliminary examination of informational and transformational advertising appeals in contemporary healthy food and unhealthy food advertisements shows that healthy food advertisements in Belgium are mainly informational, whereas the segment of consumers which is precarious – people low-involved with healthy food – are mainly attracted by transformational advertising appeals. The contrasting transformational strategy of unhealthy-food advertisements can provide inspiration for healthy food advertisers to help increase healthy food consumption.

The communication effect of four types of alcohol advertisement, i.e. humorous, warm, erotic and non‐emotional, are studied in Belgian and Polish samples of young consumers. Ad recognition, brand attribution, ad evoked feelings, cognitive and affective reactions, attitude towards the ad, the brand and purchase intention, are measured and compared between the Belgian and the Polish group. A lot of similarities between Polish and Belgian subjects emerge. Emotional appeals generate a more positive ad and brand attitude, and humour is the most effective emotional appeal. Basic ad evoked feelings are very similar in both groups. On the other hand, some differences are observed. Erotic ads do a better job in Poland than in Belgium. An evoked irritation leads to negative communication effects only in Belgium, but not in Poland. Polish consumers seem to rely more on cognitive responses to form an attitude towards the brand, while affective responses are more important for Belgium consumers.

The purpose of this paper is to analyse how the nutritional traffic light can reduce consumers’ intention to purchase unhealthy food by eliciting negative emotions (i.e. fear and guilt). The work also examines the moderating role of income in the above-mentioned relationships.

The empirical study was conducted in Ecuador. In an initial phase, exploratory research was carried out with two focus groups. Then a quasi-experiment was conducted with 330 participants following a 3×2 design, in which the nutritional traffic light for a dairy product (green, yellow, red) and the variable income (high and low income) were manipulated.

Traffic light colours (red, yellow and green) significantly influence consumers’ levels of fear and guilt as well as their intention to purchase. Income has also been found to have a moderating effect on the above relationships.

Further understanding of how nutritional labels influence consumer behaviour may have beneficial effects for public authorities attempting to improve citizens’ health and for society as a whole. It may also help firms that produce and market packaged foods to be aware of what type of foods new consumers want and adapt their offering in consequence.

The main contribution of this work is the analysis of the influence of the nutritional traffic light on emotions, namely, fear and guilt and how these emotions lead consumers to control their consumption of unhealthy foods. In addition, the present work proposes the moderating effect of income on the influence of colour on emotions and purchase intention.

The main purpose of this chapter is to examine the attitudes and behaviors of digital consumers in omnichannel world. For this purpose, in order to understand the behavior of digital consumers, literature review has been made. The transformation of traditional consumers into digital consumers has been examined within the framework of marketing periods. What are the new types of consumers and demographic and psychographic characteristics of these, and how they are segmented in the market are important issues. Another important issue is how digital environmental factors affect digital consumers when shopping online. Purchasing processes of digital consumers and their behaviors, which channels they use and how they make purchasing decisions play an important role in understanding digital consumer behaviors. After the purchasing decision, it is examined whether digital consumers will transfer their experiences to other consumers, satisfaction and loyalty experiences, and whether they will buy again in digital environmental.

The purpose of this paper is to review the literature published since 1985 regarding color effects in advertising and at setting an agenda for future research.

Recent publications (1985-2012) regarding the effects of color in advertising on consumers’ attention, memory and emotional responses are reviewed and discussed.

The review reveals that the effects of color on attention, emotion and memory still remain largely unknown, mainly due to the inherent complexity of the subject and lack of systematic research. At the same time, promising research venues and challenges for the future are identified in the form of research questions.

The key potential contribution of this paper stems from the identification of promising research questions and challenges for investigating the role of color in advertising.

The personality impressions evoked by service environments play a key role in attracting and retaining customers. This paper explores the interior design of service and retail environments, and links the designer perspective with the consumer perspective to assist managers in creating and managing interiors for achieving desired responses.

The authors propose and test a conceptual model that relates types of interior design to consumer impressions of that environment's personality. Two studies establish holistic types of interiors based on design elements and factors with a sample of professionals, and then link those types to generic impressions evoked with consumers.

Store personality relates systematically to five holistic types of interiors. Minimal‐shell interiors score high on unpleasantness, complex‐shell designs score high on enthusiasm, genuineness, and solidity, moderate‐shell interiors generate below‐average impressions of sophistication, genuineness, and solidity, low‐content interiors score high on enthusiasm and sophistication, and high‐content designs score low on enthusiasm, and high on unpleasantness.

This research is limited to wine tasting rooms as an example category. Implications for interior design in general can be drawn from the holistic types of interiors identified and from basic relations to generic dimensions of consumer responses.

The findings reported in this research assist managers in more confidently using interior design for positioning and differentiating servicescapes.

Integrating the designer perspective with the customer perspective is a unique approach yielding taxonomy for servicescape interiors, and a holistic perspective on their links with personality impressions.

The purpose of this research was to investigate the effect of three virtual fashion stores using product display methods dominant by colour, visual texture and style coordination on consumers' retailer interest, retail pleasure, perception of merchandise quality, patronage intention, and purchase behaviour to provide empirically tested, actionable product display methods to visual merchandising researchers and practitioners.

The authors used mixed methods for this exploratory study, combining experimental and focus group methods to gather data. For the experiment, data were collected via a between-subjects design reflecting manipulation of three variables (i.e. colour, style coordination, visual texture). After the experiment, participants completed a self-administered online questionnaire. A segment of the participants also participated in focus group discussions of the virtual stores.

Participants who shopped in the style coordination store spent significantly more money than those who shopped in colour or visual texture stores. Participants who shopped in the colour store experienced significantly more retail pleasure and showed significantly higher patronage intention than those who shopped in the visual texture and style coordination stores; and they showed more retailer interest than subjects in the visual texture store. Retail pleasure and interest were found to mediate the link between methods of product display and patronage intention. Participants' fashion involvement moderated the relationship between fashion product display methods and retail interest.

This research is one of the first to create three virtual stores featuring product display methods dominant by colour, visual texture, and style coordination using 3D technology – a Mockshop software package. The effect of these different display methods on shoppers' reactions and responses was tested, which provided actionable results for visual merchandising practitioners, not only in the physical but also in the virtual store environment.

Several frameworks of retail store environment variables exist, but as shown by this paper, they are not particularly well-suited for supporting fashion store design processes. Thus, in order to provide an improved understanding of fashion store design, the purpose of this paper is to identify the most important store design variables, organise these variables into categories, understand the design constraints between categories, and determine the most influential stakeholders.

Based on a discussion of existing literature, the paper defines a framework of store design variables and constraints between these. The framework is investigated through six case studies of fashion store design projects.

Through a discussion of literature and empirical studies, the paper: identifies the most important store design variables, organises these variables into categories, provides an understanding of constraints between categories of variables, and identifies the most influential stakeholders. The paper demonstrates that the fashion store design task can be understood through a system perspective, implying that the store design task becomes a matter of defining a set of subsystems, while considering their mutual interdependencies.

The proposed framework may be used as a point of departure and a frame of reference for future research into fashion store design.

The paper may support retail designers and retail managers in fashion store design processes by clarifying which store design variables to consider and providing an understanding of the constraints between them.

The perspective on the fashion store design task offered by the proposed framework adds a layer of understanding to the way in which existing literature describes the challenges related to store design. The empirical studies of fashion store projects demonstrate that the described system perspective offers a useful way of organising fashion store designers’ experiences from design processes.

This chapter takes a deeper look into understanding an increasingly popular advertising tool – product placement (PP) – by defining it, examining its usage and measuring its consequences, both from a marketing and a consumer welfare perspective. It also tries to reconcile these contradictory perspectives to achieve a common ground and a positive outcome for all stakeholders.

A literature review of current research findings, from both a marketing and public policy perspective, is used to arrive at a more balanced viewpoint of PP.

Public policy makers are advised to improve the consistency of current regulations in terms of PP disclosure in the media, regardless of where a programme is produced or broadcast, to help create savvier consumers. Marketers are advised not to fight against PP regulations, but rather to develop their creativity in order to avoid consumers rejecting the disclosed placement.

We address consumers’ ability to raise a protective shield when they encounter a PP situation. We explain how certain disclosures regarding the commercial intent of PP may be more effective than others, thereby empowering consumers to manage their behaviour and make informed decisions. We then describe how PP can be used to educate consumers about pro-social issues in an entertaining, non-patronising way.

This chapter proposes to go beyond the usual divide between advertisers and policy makers to arrive at a balanced view, considering the positive role that PP may play in education, while mitigating its potential negative impacts through effective consumer training.

This chapter provides an overview of what is currently known in the scientific literature about the effects of disclosures of sponsored content on consumers’ responses.

We provide a qualitative literature review of 21 empirical studies.

Awareness of disclosures is rather low, but when consumers are aware of a disclosure, it successfully activates persuasion knowledge and can increase brand memory. The literature shows inconclusive findings with respect to the effects of disclosures on attention paid to sponsored content, critical processing, brand attitudes, and purchase intentions. In addition, the literature shows that modality of the disclosure has no significant effects, but the content of the disclosure, its timing, its duration, receivers’ moods, and their perceptions of the sponsored content or the endorser are important moderators.

More research is needed on differences in effects of disclosures in different media and on disclosures of online sponsored content online (e.g., sponsored tweets and vlogs).

This chapter provides advertisers with insights on how disclosures affect the persuasiveness of sponsored content in several media.

For legislators, explicit guidelines on how to create effective disclosures of sponsored content are provided. For example, to increase persuasion knowledge, disclosures should be portrayed for at least 3 seconds and if logos are used, they should be accompanied by texts explaining the logo.

This overview is a valuable starting point for future academic research in the domain of disclosure effects and provides insights for advertisers and legislators.