Kristina Haberstroh, Ulrich R. Orth, Tatiana Bouzdine-Chameeva, Justin Cohen, Armando Maria Corsi, Roberta Crouch and Renata De Marchi
Extending research on cultural differences in aesthetic appreciation, the purpose of this paper is to show how a more interdependent self-construal, a cultural and individual…
Abstract
Purpose
Extending research on cultural differences in aesthetic appreciation, the purpose of this paper is to show how a more interdependent self-construal, a cultural and individual difference variable related to one’s social self, impacts the influence of visual harmony on consumer evaluations of marketing artifacts’ attractiveness.
Design/methodology/approach
Data were obtained via three studies from a total of 1,498 consumers in Australia, Brazil, China, France, Germany, and Italy. Marketing visuals included the design of products, packages, typefaces, and logos. Self-construal was both measured and manipulated.
Findings
The results indicate that a person’s self-construal moderates the effect of visual harmony on attractiveness. Specifically, the positive effect of visual harmony on attractiveness – through self-congruity – is more pronounced with consumers possessing a more interdependent self-construal, and with products that are more hedonic than utilitarian.
Practical implications
Given the pivotal role attractiveness has in influencing consumer behavior, understanding what differences, at the individual and cultural levels, impact the harmony-attractiveness relationship helps marketers to better match the visual design of marketing stimuli to target audiences.
Originality/value
This study is among the first to show how the social-self impacts consumer response to marketing visuals. Further, value stems from adopting a holistic perspective on design, clarifying the process mechanism, and identifying boundary conditions.
Details
Keywords
Renata Peregrino de Brito, Priscila Laczynski de Souza Miguel and Susana Carla Farias Pereira
This study aims to analyze the media coverage of the impact of extreme weather events (EWE) and related risk management activities in Brazil.
Abstract
Purpose
This study aims to analyze the media coverage of the impact of extreme weather events (EWE) and related risk management activities in Brazil.
Design/methodology/approach
Using a documentary analysis, the authors examined the media coverage of droughts and floods from 2003 to 2013 with concomitant official reports.
Findings
The results indicate that although media coverage conveys the direct impact of floods and droughts on society, it underemphasizes the importance of risk management activities. Moreover, the private sector rarely engages in risk management and mitigation activities, despite the documented supply chain disruptions.
Research limitations/implications
This study focuses solely on media coverage as provided by wide-circulation newspaper in Brazil and would benefit by being extended to all media platforms.
Practical implications
The results highlight the need for private sector involvement in risk management activities to facilitate the adaptation to climate change.
Social implications
The study reveals the deficiency of existing reports and lack of awareness regarding EWE.
Originality/value
The study contributes by focusing on climate awareness and how society can adapt to climate change, as well as how businesses can improve supply chain operations to facilitate smoother risk management.