Papers by Lampros Gkiouzepas
Advances in marketing, customer relationship management, and e-services book series, Jun 14, 2024
Artificial symbiosis juxtaposition: High tension Artificial symbiosis synthesis: High tension Cop... more Artificial symbiosis juxtaposition: High tension Artificial symbiosis synthesis: High tension Copyright of Journal of Advertising is the property of M.E. Sharpe Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use.
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Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2016
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2015
This paper seeks to advance metaphor theory in the domain of consumer behaviour by demonstrating ... more This paper seeks to advance metaphor theory in the domain of consumer behaviour by demonstrating that deep-rooted metaphors can have a measurable impact on comprehension and ad liking. Everyday expressions such as "I'm feeling up/down" reveal that people assign spatial orientations to some abstract concepts: for example, "happy is up". In line with the view that metaphor is an integral part of our conceptual system, our results demonstrate that comprehension of advertisements is significantly facilitated when the spatial organisation of ad components (e.g., headline, product image, visuals) follows the mental spatial arrangement of their corresponding orientational metaphor. This metaphor-consistency effect was confirmed for three orientational metaphors relating to the concepts of happiness, power, and time. Although results were mixed, our findings seem to further suggest that metaphor-consistency can have an impact on attitudes towards the ad when the (metaphorically structured) concept is valued by consumers. We conclude by suggesting that metaphor research can significantly enrich advertising theory and provide the basis for questioning some well-established advertising practices.
Advances in Advertising Research (Vol. VI), 2015
Technology has made it much easier to produce, use, and share visual content, so that communicati... more Technology has made it much easier to produce, use, and share visual content, so that communication has become increasingly visual-centric (McQuarrie and Phillips 2008). Visuals in commercial communication are also becoming more imaginative and complex than in the past (Phillips and McQuarrie 2002; Scott 1994). Visuals seem to assume an increasingly visually sophisticated individual who reads images like any other type of text. Images are being actively interpreted and do not merely copy some external reality (McQuarrie and Mick 1999; Scott 1994).
Advances in Advertising Research (Vol. V), 2014
The process of arranging such elements as headlines, images, slogans, or captions can be an impor... more The process of arranging such elements as headlines, images, slogans, or captions can be an important stage in the development of ads. The ability of the ad to capture and direct consumers' attention is often the primary criterion in the evaluation of ad layouts (Janiszewski, 1990; Pieters and Wedel, 2004).The present study suggests that in some cases orientational metaphors should also be considered when advertisers make decisions about the arrangement of ad elements. The proposition that deep-rooted metaphors might play a key role in the processing of ads is based on Lakoff and Johnson's idea (1980) that metaphor is not primarily a matter of language, but of thought.
Theories of visual rhetoric have been welcomed as a promising framework for understanding how vis... more Theories of visual rhetoric have been welcomed as a promising framework for understanding how visual communication works in advertising. However, visual rhetoric has not yet provided a systematic understanding of how visual persuasion operates. One of the assumptions which might inhibit the further development of theories of visual rhetoric is the argument that images do not imitate reality. Our counter-argument is that resemblance between visual signs and reality is essential for leveraging consumers’ experiences when they interpret pictorial metaphors in ads. The findings of two experiments suggest that individuals not only incorporate their knowledge of the physical world into their interpretation of ad images, but also that the principles of categorisation of physical objects can be used to structure how persuasion works in visual communication. We therefore propose that identifying the level of visual claim strength within ads contributes to our understanding of visual persuasion.
Customer relationship management (CRM) systems are considered vital for companies' performanc... more Customer relationship management (CRM) systems are considered vital for companies' performance in today's competitive market environment. In general, past research indicates that information technology increases organizational performance. However, it is still not well documented whether a marketing orientation to the implementation of CRM systems offers further benefits to the companies adopting such systems. The present study examines the implementation of CRM systems in the Greek hotel market. A significant body of the literature suggests that the hotel industry can substantially gain from the adoption of information systems. Yet, little is known about the extent to which CRM systems are used in the hotel industry; and most importantly whether hotels adopt a marketing approach to their implementation. In particular, the present study examines: a. the extent to which CRM systems are adopted by hotels, b. managers' orientation towards a customer-centric philosophy and t...
This paper questions the dichotomy between resemblance and symbolic theories of visual communicat... more This paper questions the dichotomy between resemblance and symbolic theories of visual communication. It suggests that properties in the real world are brought into the decoding of icons in advertising in a highly controllable fashion. The icon/symbol dichotomy is revisited in terms of experiential comparability and conceptual distance. [to cite]:
International Journal of Technology Marketing, 2017
Marketing research has just started to explore metaphor in commercials. The present article build... more Marketing research has just started to explore metaphor in commercials. The present article builds upon metaphor and visual rhetoric theory in order to theorise and examine metaphor order in the realm of moving images. This study demonstrates that animated video ads that employ a linguistically counter-intuitive metaphor order, such as that a source visual object appears before a target product, increase message elaboration, but they also become more difficult to understand. Further, metaphor order interacts with the conceptual metaphor underlying an ad claim. Ad claims that are consistent with a 'container' conceptual metaphor were found to be more persuasive when the source object appears to be metamorphosed into the product whereas ad claims consistent with a 'delivery' metaphor were more persuasive when the product appears to be metamorphosed into the source object. The present article concludes by discussing the implications of these findings and highlights the ...
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Papers by Lampros Gkiouzepas