Adilson Borges

How Product-Plot Integration and Cognitive Load Affect Brand Attitude: A Replication

Marketers are progressively using product placements to counteract technology that enables consumers to skip advertisements. However, consumers are increasingly multitasking while they watch videos, which might affect placement effectiveness. In France we conceptually replicate research on product–plot integration and multitasking that was originally conducted in the United States to analyze how different levels of cognitive charge influence this phenomenon. Results show that participants under moderate cognitive load liked intrusive placements. However, participants under high cognitive load were significantly less positive toward intrusive placements. The results show a potential U-shaped relationship between placement integration and levels of cognitive load.

What a Delicious Name! The Relationship Between Embodiment and Food Consumption: An Abstract

Traditionally, cognitive scientists have conceived the human brain as the main organ capable of building internal representations of the external world (van Dijk et al. 2008). However, in a shift from this paradigm (i.e., information processing), embodied cognition theories support that cognition and behavior can also derive from bodily states and its interaction with the external world (Barsalou 1999; Lakoff and Johnson 1999; Niedenthal et al. 2005). Following this stream of research, Cacioppo and colleagues (1993) found that flexor and extensor arm movements can activate approach and avoidance motivational states, respectively. In a similar way, Topolinski et al. (2014) recently shows that pronouncing a specific sort of letter arrangements that resembles the oral kinematics of deglutition (swallowing-like, inward movement) or expectoration (spitting-like, outward movement) can shape people’s attitudes toward a particular target (Topolinski et al. 2014). Extending these findings, we propose that food labels can drive human cognition and behaviors. That is, we suggest that food names might exert an unobtrusive effect on food perception, intentions, and actual food consumption through an embodied mechanism, so that names that induce inward movement lead to more favorable evaluations and higher consumption. In a series of three studies using both French- and English-speaking samples, we show evidence for the proposed embodied effect. First, we demonstrate that inward (vs. outward) oral movement activated through food name leads to lower healthiness perception of a food item. Second, we show that inducing an inward (vs. outward) oral movement can boost (vs. dampen) a dish desirability. Finally, we show that inward (vs. outward) oral movements lead to higher food consumption. This research contributes to marketing theory and practice in several ways. First, the research addresses the need for studies that explore the effects of verbal information on consumers’ perceptions (Krishna, 2012). Second, we show that the same pattern of effects stands for both English- and French-speaking samples, suggesting that the effect is not contingent on the language people speak. Finally, this research has both managerial and social implications. From a managerial standpoint, marketers should consider naming their products—food and nonfood—in order to trigger approach motivation. From a public and policy perspective, in turn, legislators could restrict the use of “approach food names” for unhealthy food, while stimulating it for healthy food as an endeavor to increase healthier consumption behavior.

What a Delicious Name! Articulatory Movement Effects on Food Perception and Consumption

Modality-specific sensory systems are capable to directly influence human perception. This research investigates how the activation of oral movements that resemble either ingestion (inward movement) or expectoration (outward movement) kinematics affect food perception and consumption. We build on the idea that oral movements serve as simple knowledge basis for more complex judgments. Five studies show that unobtrusively activating oral movements through food names that mimic ingestion (vs. expectoration) lead to increases in perceived taste and food consumption. We provide evidence on the role of oral movement as the underlying mechanism driving the effects. We show that these effects take place across different languages and are consistent when we use words only, words and image, or actual products. Marketers should find important implications in recognizing that inward names can increase food evaluation and consumption.

Running for pleasure or performance? How store attributes and hedonic product value influence consumer satisfaction

Abstract Previous retailing studies have linked consumer satisfaction to perceived hedonic or utilitarian product value. This research extends previous studies by examining how the context in which the product is purchased (store attributes) and product value influence consumer satisfaction. We conducted a field study with 213 consumers attending two major running events. The findings from structural equation modelling suggest that a specific combination of store attributes (tangible and intangible) and hedonic product value has a positive influence on satisfaction. Results also show that tangible store attributes have a stronger positive impact on utilitarian (vs. hedonic) product value, and that intangible store attributes have a positive impact on hedonic product value. However, we found that only hedonic product value has a positive impact on satisfaction. This research contributes to theory by showing that a match between store attributes (tangible and intangible) and hedonic product value can positively influence satisfaction. In managerial terms, the findings provide insights on how to improve consumer satisfaction in retail environments through store attributes and hedonic product value.

How products induce regulatory fit: evidence from the health domain

Purpose – The purpose of this paper is to test whether the simple exposure to different types of products can trigger different motivational orientation on consumers (prevention vs promotion), which in turn would match message frame and increase persuasion. Design/methodology/approach – Three experiments test whether exposure to product categories can trigger consumer’s regulatory focus orientation. Participants in the pilot study are students, while participants in the two other studies are consumers. Findings – A first pilot study randomly exposed participants to a product that could trigger promotion orientation (e.g. orange juice) versus a product that could trigger prevention orientation (e.g. sunscreen). Participants exposed to promotion (prevention) product suggest more promotion (prevention) strategies to reach a particular goal (preparing for their final exam). Study 2 shows that gain (vs loss)-framed messages using health appeals have better evaluations when featuring promotion (vs prevention) p...

Is It a Matter of Tempo? Music Tempo Effects on Food’s Purchase Intentions and Perceived Taste: An Abstract

Several sensory factors within the dining experience influence human eating patterns, food evaluations, perceptions, and consumption. A major, multifaceted, and complex variable of store atmospherics is background music. All musical compositions comprise five primary elements: timbre, mode, rhythm, tempo, and dynamics, and among those elements, tempo is considered to be the most likely to prompt listener responses. Tempo potentially operates on cognitive and emotional levels, both highly relevant to food consumption. Tempo manipulations have been shown to influence motor behaviors; that is, diners exposed to fast music tend to drink and eat more rapidly, but tempo effects on food perceptions and intentions have remained unexplored. Consequently, in this article we propose that a faster tempo will enhance taste perceptions and purchase intentions, and arousal and mood will mediate the effect in a sequential causal chain. In three studies, we show that faster rather than slower music tempo enhances food’s perceived taste and purchase intentions and propose the aforementioned sequential affective route as the underlying mechanism. Finally, we add to the relatively scarce literature that focuses on auditory contributions to the sense of taste by showing that faster music tempo enhances taste perceptions and purchase intentions through changes in affective states. We also add to the literature on music tempo effects by showing that the temporal element alone positively influences consumers in the food context domain. Lastly, from a managerial standpoint, marketers should consider using faster musical excerpts for the background music in restaurants to trigger better customer responses. Store managers are advised to apply our results in real settings by modifying their background music.

If I Touch I Like It! The Interplay Between Tactile Inputs and Gustatory Perceptions: An Abstract

Three studies test whether touching food items modulate consumers’ purchase intentions and perceived taste during food sampling. In study 1, participants unobtrusively encouraged to touch (vs. not touch) a healthy food item (i.e. baby carrots) before tasting it declared higher purchase intentions and enhanced perceived taste when evaluating the product. In study 2, we replicated the results of study 1 with an unhealthy food item (i.e. nougat), so that touching (vs. not touching) the product resulted in better consumer responses towards the food (i.e. perceived taste and purchase intention). Finally, study 3 shows a boundary condition for the proposed effect. Specifically, the positive effect of touching is mitigated in sensory-overloaded environments, suggesting that intense sensory conflicts might suppress touch prominence in an evaluative task. Therefore, the authors demonstrate that consumers’ touch (vs. non-touch) in a food item enhances both gustatory perceptions and purchase intentions but only when other customer senses are not concurrently activated.

More than a Black Eye! The Effect of Violence Exposure in Anti-IPV Campaigns: An Abstract

Conceptualized as any physical, psychological or sexual harm by a current or former partner, intimate partner violence (IPV) directly affects one in three women (Walters, Chen & Breiding, 2013). This scenario led the World Health Organization (WHO, 2014) to state intimate partner violence as a global and severe public health issue. Over the last decades, governmental organizations, antiviolence associations and private corporations have put considerable effort into antiviolence campaigns to tackle IPV (Keller & Honea, 2015). One of the primary goals of these campaigns is to raise society awareness about IPV severity and motivate people to engage in the fight against IPV. To attracting viewers’ attention, campaigns commonly use images with strong violence content (victims with physical bruises and with a sad or fearful face) to show the consequences of an IPV episode. These pictures are used to present viewers an unknown reality, increasing empathy and their engagement in the fight against IPV.

Champagne and Sensory Cues: The Influence of Haptic Sensations on Alcohol-Induced Hedonic Feelings, An Abstract

While alcohol can lead to hedonic effects when consumed at low levels, high levels of alcohol consumption can lead to potentially negative outcomes. In light of these potential negative consequences, there is a need to identify surrogates for alcohol consumption in terms of inducing pleasurable hedonic feelings without necessarily increasing the volume of alcohol consumption.

Is Not That She Is a Bad Person, but Something Is Probably Wrong: An Extended Abstract

Human papillomavirus (HPV) is one of the most common sexually transmitted infections (Giuseppe et al. 2008; Dunne et al. 2007). Affecting nearly all people at least once in their life, most of the 150 types of HPV are self-limited, asymptomatic, or unrecognized. Some types of HPV, however, are well recognized for their role in the etiology of cervical cancer (Munoz et al. 2003). Cervical cancer is one of the four most common types of cancer among women worldwide, affecting 528,000 women in 2012 (CDC 2012). Evidence suggests that although HPV testing is clinically effective in monitoring for cervical cancer, women are still reluctant to do it (CDC 2012; Ogilvie et al. 2013). Two important causes of resistance to test for HPV are shame and embarrassment. Considering that, this research aims to extend previous literature and understand which judgments and stereotypes can be acting as barriers to women to do the HPV test.