Despite the moral gravity and far-reaching consequences of ethical judgment, evidence shows that ... more Despite the moral gravity and far-reaching consequences of ethical judgment, evidence shows that such judgment is surprisingly malleable, prone to bias, informed by intuition and implicit associations, and swayed by mere circumstance. In this vein, this research examines how mere colors featured in logos can bias consumers' ethical judgments about a retailer. Exposure to a logo featuring an eco-friendly color makes an ethically ambiguous practice seem more ethical; however, exposure to a logo featuring a non-eco-friendly color makes the same practice seem less ethical (Study 1). This effect is due to the embodied meaning of color, not referential meanings associated with the names of colors, and it is mediated by perceptions of a retailer's eco-friendliness (Study 2a). Furthermore, although the word ''green'' appears to influence ethical ratings of retail practices more than the word ''blue,'' visual exposure to either color evokes similar perceptions of eco-friendliness and influences ethical judgments (Study 2b). Study 2c assesses and rules out alternative explanations for this effect. Critically, an ecofriendly color can skew judgments even when the practices judged are not ethically ambiguous (Study 3). Individual differences in ethical sensitivity moderate the observed effect, such that individuals who are less ethically sensitive are less influenced by color (Study 4). The article concludes with a discussion on how logo colors shape consumers' perceptions of retailer ethicality.
The Journal of Biblical Integration in Business, 2001
The authors report their findings of a cultural perception survey given to business students in 1... more The authors report their findings of a cultural perception survey given to business students in 1993 and 1999. They compare the results of the two surveys and discuss what the findings reveal about our changing culture.
Proceedings of the Human Factors and Ergonomics Society ... Annual Meeting, Sep 1, 2002
Two models that seek to explain the high workload associated with vigilance tasks are the direct-... more Two models that seek to explain the high workload associated with vigilance tasks are the direct-cost and indirect-cost views. The former attributes the elevated workload to the high information-processing demand of the task; the latter attributes it to efforts to combat the boredom associated with monotonous vigilance tasks. A recent study by Hitchcock et al. (1999) provided support for the direct-cost view by showing that it is possible to lower the workload of vigilance through reductions in the information-processing load while leaving task-induced boredom unaffected. This study provides converging evidence for the direct-cost view: allowing observers to listen to a stress-reducing musical selection, Heart Zones, during a vigil lowered boredom while leaving the perceived workload of the task unaffected. The beneficial effect of the musical selection was limited to boredom; it had no impact upon post-vigil feelings of loss of task engagement and distress.
The "authority effect" is a powerful social influence principle frequently used in advertising to... more The "authority effect" is a powerful social influence principle frequently used in advertising to increase compliance. Young adult consumers, however, often resent authority figures. Such resentment can result in negative reactions to authority-based persuasion attempts. This study examines the differential responsiveness to authority appeals among young adults in France and the U.S., as well as the boundary conditions within which such differential responses occur. Results show that before 9 / 11 Americans had more positive attitudes when the spokesperson in an ad is low (vs. high) in authority. This reverse authority effect did not obtain among French subjects, who appear to prefer recommendations from social equals, or among Americans after 9 / 11. Perceived source credibility and power distance moderate the effect of authority on attitudes and purchase intentions.
This research examines consumer reactions to online ads varying in levels of entertainment value.... more This research examines consumer reactions to online ads varying in levels of entertainment value. Results show that more favorable brand attitudes and more positive purchase intentions are formed when consumers are exposed to an ad that generates a high (game ad), rather than a low (banner ad) level of entertainment value. However, such effects are qualified by consumers' shopping goals. When consumers have access to their goals to seek specific product information, affect transfer is impaired, such that the advantage of entertaining ads dissipates. This research also documents moderating roles of individual differences in need for cognitive closure and Internet usage versatility.
Sound plays an important role in creating brands. It can identify a brand, distinguish it from co... more Sound plays an important role in creating brands. It can identify a brand, distinguish it from competing brands, support a brand image, and convey brand attributes nonverbally. However, unlike other nonverbal elements of branding (e.g., visual logos), despite its frequent use in practice, sound is relatively underrepresented in the research literature on the topic of branding. This chapter seeks to address this gap by explicating the concept of “sonic branding,” proposing a conceptual framework, and suggesting an agenda for future research on sonic branding with emphasis on sonic logos (which the chapter will refer to as “sogos”).
ABSTRACT - This paper reports two studies which were designed to extend price/perceived-quality r... more ABSTRACT - This paper reports two studies which were designed to extend price/perceived-quality research into -the realm of consumer services. Based on theory and previous empirical findings from the tangible product context, several hypotheses were generated and tested. ...
Abstract The perceived duration of a time period may be influenced by properties of environmental... more Abstract The perceived duration of a time period may be influenced by properties of environmental stimuli that fill the period. Because music is often present in consumer environments, we conducted an experiment to explore the influence of a musical stimulus ...
Despite the moral gravity and far-reaching consequences of ethical judgment, evidence shows that ... more Despite the moral gravity and far-reaching consequences of ethical judgment, evidence shows that such judgment is surprisingly malleable, prone to bias, informed by intuition and implicit associations, and swayed by mere circumstance. In this vein, this research examines how mere colors featured in logos can bias consumers' ethical judgments about a retailer. Exposure to a logo featuring an eco-friendly color makes an ethically ambiguous practice seem more ethical; however, exposure to a logo featuring a non-eco-friendly color makes the same practice seem less ethical (Study 1). This effect is due to the embodied meaning of color, not referential meanings associated with the names of colors, and it is mediated by perceptions of a retailer's eco-friendliness (Study 2a). Furthermore, although the word ''green'' appears to influence ethical ratings of retail practices more than the word ''blue,'' visual exposure to either color evokes similar perceptions of eco-friendliness and influences ethical judgments (Study 2b). Study 2c assesses and rules out alternative explanations for this effect. Critically, an ecofriendly color can skew judgments even when the practices judged are not ethically ambiguous (Study 3). Individual differences in ethical sensitivity moderate the observed effect, such that individuals who are less ethically sensitive are less influenced by color (Study 4). The article concludes with a discussion on how logo colors shape consumers' perceptions of retailer ethicality.
The perceived duration of a time period may be influenced by properties of environmental stimuli ... more The perceived duration of a time period may be influenced by properties of environmental stimuli that fill the period. Because music is often present in consumer environments, we conducted an experiment to explore the influence of a musical stimulus property (modality) on listeners' estimates of the duration of a time period. Findings suggest that perceptions of duration are influenced by music in a way that contradicts conventional wisdom (i.e., the “time flies when you're having fun” hypothesis). Perceived duration was longest for subjects exposed to positively valenced (major key) music, and shortest for negatively valenced (atonal) music. Thus, time did not fly when an interval was filled with affectively positive stimulation. An alternative hypothesis based on attentional and retrieval processes is supported. Implications for the design of consumer environments and for future research are discussed.
Page 1. Competitive interference effects in memory for advertising: are familiar brands exempt? R... more Page 1. Competitive interference effects in memory for advertising: are familiar brands exempt? ROBERT J. KENT 309 MBNA Hall, University of Delaware, Newark, DE 19716, USA JAMES J. KELLARIS Department of Marketing ...
Developments in marketing science: proceedings of the Academy of Marketing Science, Oct 15, 2014
This study explores the impact of mood on two important aspects of consumer behavior: willingness... more This study explores the impact of mood on two important aspects of consumer behavior: willingness to spend, and perceived likelihood of making unplanned purchases. Previous research suggests that mood state plays an important role in influencing various aspects of decision-making and risk-taking behavior. The current study extends this stream of research into the context of consumer behavior. Preliminary findings suggest that affect does influence consumers, and that this influence differs for males and females.
Despite the moral gravity and far-reaching consequences of ethical judgment, evidence shows that ... more Despite the moral gravity and far-reaching consequences of ethical judgment, evidence shows that such judgment is surprisingly malleable, prone to bias, informed by intuition and implicit associations, and swayed by mere circumstance. In this vein, this research examines how mere colors featured in logos can bias consumers' ethical judgments about a retailer. Exposure to a logo featuring an eco-friendly color makes an ethically ambiguous practice seem more ethical; however, exposure to a logo featuring a non-eco-friendly color makes the same practice seem less ethical (Study 1). This effect is due to the embodied meaning of color, not referential meanings associated with the names of colors, and it is mediated by perceptions of a retailer's eco-friendliness (Study 2a). Furthermore, although the word ''green'' appears to influence ethical ratings of retail practices more than the word ''blue,'' visual exposure to either color evokes similar perceptions of eco-friendliness and influences ethical judgments (Study 2b). Study 2c assesses and rules out alternative explanations for this effect. Critically, an ecofriendly color can skew judgments even when the practices judged are not ethically ambiguous (Study 3). Individual differences in ethical sensitivity moderate the observed effect, such that individuals who are less ethically sensitive are less influenced by color (Study 4). The article concludes with a discussion on how logo colors shape consumers' perceptions of retailer ethicality.
The Journal of Biblical Integration in Business, 2001
The authors report their findings of a cultural perception survey given to business students in 1... more The authors report their findings of a cultural perception survey given to business students in 1993 and 1999. They compare the results of the two surveys and discuss what the findings reveal about our changing culture.
Proceedings of the Human Factors and Ergonomics Society ... Annual Meeting, Sep 1, 2002
Two models that seek to explain the high workload associated with vigilance tasks are the direct-... more Two models that seek to explain the high workload associated with vigilance tasks are the direct-cost and indirect-cost views. The former attributes the elevated workload to the high information-processing demand of the task; the latter attributes it to efforts to combat the boredom associated with monotonous vigilance tasks. A recent study by Hitchcock et al. (1999) provided support for the direct-cost view by showing that it is possible to lower the workload of vigilance through reductions in the information-processing load while leaving task-induced boredom unaffected. This study provides converging evidence for the direct-cost view: allowing observers to listen to a stress-reducing musical selection, Heart Zones, during a vigil lowered boredom while leaving the perceived workload of the task unaffected. The beneficial effect of the musical selection was limited to boredom; it had no impact upon post-vigil feelings of loss of task engagement and distress.
The "authority effect" is a powerful social influence principle frequently used in advertising to... more The "authority effect" is a powerful social influence principle frequently used in advertising to increase compliance. Young adult consumers, however, often resent authority figures. Such resentment can result in negative reactions to authority-based persuasion attempts. This study examines the differential responsiveness to authority appeals among young adults in France and the U.S., as well as the boundary conditions within which such differential responses occur. Results show that before 9 / 11 Americans had more positive attitudes when the spokesperson in an ad is low (vs. high) in authority. This reverse authority effect did not obtain among French subjects, who appear to prefer recommendations from social equals, or among Americans after 9 / 11. Perceived source credibility and power distance moderate the effect of authority on attitudes and purchase intentions.
This research examines consumer reactions to online ads varying in levels of entertainment value.... more This research examines consumer reactions to online ads varying in levels of entertainment value. Results show that more favorable brand attitudes and more positive purchase intentions are formed when consumers are exposed to an ad that generates a high (game ad), rather than a low (banner ad) level of entertainment value. However, such effects are qualified by consumers' shopping goals. When consumers have access to their goals to seek specific product information, affect transfer is impaired, such that the advantage of entertaining ads dissipates. This research also documents moderating roles of individual differences in need for cognitive closure and Internet usage versatility.
Sound plays an important role in creating brands. It can identify a brand, distinguish it from co... more Sound plays an important role in creating brands. It can identify a brand, distinguish it from competing brands, support a brand image, and convey brand attributes nonverbally. However, unlike other nonverbal elements of branding (e.g., visual logos), despite its frequent use in practice, sound is relatively underrepresented in the research literature on the topic of branding. This chapter seeks to address this gap by explicating the concept of “sonic branding,” proposing a conceptual framework, and suggesting an agenda for future research on sonic branding with emphasis on sonic logos (which the chapter will refer to as “sogos”).
ABSTRACT - This paper reports two studies which were designed to extend price/perceived-quality r... more ABSTRACT - This paper reports two studies which were designed to extend price/perceived-quality research into -the realm of consumer services. Based on theory and previous empirical findings from the tangible product context, several hypotheses were generated and tested. ...
Abstract The perceived duration of a time period may be influenced by properties of environmental... more Abstract The perceived duration of a time period may be influenced by properties of environmental stimuli that fill the period. Because music is often present in consumer environments, we conducted an experiment to explore the influence of a musical stimulus ...
Despite the moral gravity and far-reaching consequences of ethical judgment, evidence shows that ... more Despite the moral gravity and far-reaching consequences of ethical judgment, evidence shows that such judgment is surprisingly malleable, prone to bias, informed by intuition and implicit associations, and swayed by mere circumstance. In this vein, this research examines how mere colors featured in logos can bias consumers' ethical judgments about a retailer. Exposure to a logo featuring an eco-friendly color makes an ethically ambiguous practice seem more ethical; however, exposure to a logo featuring a non-eco-friendly color makes the same practice seem less ethical (Study 1). This effect is due to the embodied meaning of color, not referential meanings associated with the names of colors, and it is mediated by perceptions of a retailer's eco-friendliness (Study 2a). Furthermore, although the word ''green'' appears to influence ethical ratings of retail practices more than the word ''blue,'' visual exposure to either color evokes similar perceptions of eco-friendliness and influences ethical judgments (Study 2b). Study 2c assesses and rules out alternative explanations for this effect. Critically, an ecofriendly color can skew judgments even when the practices judged are not ethically ambiguous (Study 3). Individual differences in ethical sensitivity moderate the observed effect, such that individuals who are less ethically sensitive are less influenced by color (Study 4). The article concludes with a discussion on how logo colors shape consumers' perceptions of retailer ethicality.
The perceived duration of a time period may be influenced by properties of environmental stimuli ... more The perceived duration of a time period may be influenced by properties of environmental stimuli that fill the period. Because music is often present in consumer environments, we conducted an experiment to explore the influence of a musical stimulus property (modality) on listeners' estimates of the duration of a time period. Findings suggest that perceptions of duration are influenced by music in a way that contradicts conventional wisdom (i.e., the “time flies when you're having fun” hypothesis). Perceived duration was longest for subjects exposed to positively valenced (major key) music, and shortest for negatively valenced (atonal) music. Thus, time did not fly when an interval was filled with affectively positive stimulation. An alternative hypothesis based on attentional and retrieval processes is supported. Implications for the design of consumer environments and for future research are discussed.
Page 1. Competitive interference effects in memory for advertising: are familiar brands exempt? R... more Page 1. Competitive interference effects in memory for advertising: are familiar brands exempt? ROBERT J. KENT 309 MBNA Hall, University of Delaware, Newark, DE 19716, USA JAMES J. KELLARIS Department of Marketing ...
Developments in marketing science: proceedings of the Academy of Marketing Science, Oct 15, 2014
This study explores the impact of mood on two important aspects of consumer behavior: willingness... more This study explores the impact of mood on two important aspects of consumer behavior: willingness to spend, and perceived likelihood of making unplanned purchases. Previous research suggests that mood state plays an important role in influencing various aspects of decision-making and risk-taking behavior. The current study extends this stream of research into the context of consumer behavior. Preliminary findings suggest that affect does influence consumers, and that this influence differs for males and females.
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