Charlotte Vonkeman

Present it like it is here

Emerging product presentation technologies create perceptions of local presence.Local presence brings the online product experience to offline settings.Virtual mirrors outperform 360-spin and pictures in terms of local presence.Local presence increases perceptions of product tangibility and product likability. Advanced online product presentation technologies such as virtual mirrors enable consumers to experience products like they are actually present with them in the real world. This study is one of the first to address the mechanism underlying this phenomenon. Inspired by literature on media technology the concept of local presence is put forward and applied to the online consumer behavior domain. A key objective of this paper is to examine whether local presence adds to our understanding of how emerging product presentation formats influence online product experiences. To this end, a laboratory experiment (N=366) was conducted with product presentation format as a three level (pictures, 360-spin rotation, and virtual mirror) independent variable, allowing for a comparison of the effectiveness of different presentation formats in creating perceptions of local presence. As a second objective, the influence of local presence on perceptions of product tangibility and product likability, two key facets of the online product experience, were assessed. The results, obtained with the use of analysis of variance and partial least squares modeling, show the superiority of the virtual mirror in creating local presence, and demonstrate that local presence is highly predictive of product tangibility and product likability. Theoretical and managerial implications are discussed.

Mood as a resource in dealing with health recommendations: How mood affects information processing and acceptance of quit-smoking messages

Objective: An experimental study tested the effects of positive and negative mood on the processing and acceptance of health recommendations about smoking in an online experiment. It was hypothesised that positive mood would provide smokers with the resources to systematically process self-relevant health recommendations. Design: One hundred and twenty-seven participants (smokers and non-smokers) read a message in which a quit smoking programme was recommended. Participants were randomly assigned to one of four conditions: positive versus negative mood, and strong versus weak arguments for the recommended action. Main outcome measures: Systematic message processing was inferred when participants were able to distinguish between high- and low-quality arguments, and by congruence between attitudes and behavioural intentions. Persuasion was measured by participants attitudes towards smoking and the recommended action, and by their intentions to follow the action recommendation. Results: As predicted, smokers systematically processed the health message only under positive mood conditions; non-smokers systematically processed the health message only under negative mood conditions. Moreover, smokers’ attitudes towards the health message predicted intentions to quit smoking only under positive mood conditions. Conclusion: Findings suggest that positive mood may decrease defensive processing of self-relevant health information.

Is sexy better than funny? Disentangling the persuasive effects of pleasure and arousal across sex and humour appeals

Although it is well known that sex and humour can help sell products, hardly any research has examined whether there is something particular about sexual advertisements that makes them more persuasive than other appeals. The present research proposed an empirically robust way to test the persuasiveness of different emotional appeals (sex, humour, control) by matching them on pleasure and arousal levels. Two experiments (N = 162; N = 301) examined the combined persuasive effects of different levels of pleasure (moderate, high) and arousal (moderate, high) for sexual and nonsexual appeals. Study 1 used a 3 (appeal: sexual, humorous, control) × 2 (pleasure level: moderate, high) between-subjects design. Study 2 employed a 2 (appeal: sexual, control) × 2 (arousal level: moderate, high) × 2 (pleasure level: moderate, high) design. The main dependent measures were attitudes towards the ad, attitudes towards the brand, and purchase intentions. The results showed that highly pleasant ads increased persuasion regardless of arousal and content, and that sexual appeals outperformed nonsexual appeals only under conditions of moderate pleasure and high arousal.

When we enjoy bad news about other groups: A social identity approach to out-group schadenfreude

Two studies investigate schadenfreude (pleasure at the misfortune of others) as an emotional response to news about out-group misfortunes in a political and consumer context by analyzing reactions of voters for opposition parties to the downfall of a Dutch coalition government (Study 1), and of BlackBerry users to negative news reports about Apple’s iPhone (Study 2). Consistent with social identity theory and intergroup emotion theory, both studies demonstrate that affective in-group identification increases schadenfreude reactions to news about an out-group’s misfortune, provided that this misfortune occurs in a domain of interest to news recipients. Additional findings show that this interaction effect attenuates when a misfortune instead befalls the in-group (Study 1) and is still observed when controlling for affective dispositions towards the out-group (Study 2). Moreover, results suggest that schadenfreude reactions strengthen subsequent intentions to share news about the out-group’s misfortune with others or to engage in negative word-of-mouth (Study 2).

Role of local presence in online impulse buying

Perceptions of local presence increase when products are presented in a vivid and interactive manner in a web store.Perceptions of local presence increase the urge to buy impulsively through increased product affect.Although local presence reduces perceived product risk, product risk does not inhibit the urge to buy impulsively. This paper proposes and tests a model to explain how consumers perceptions of product presentation technologies may affect online impulse buying. Data from a laboratory experiment (N=212), which were analyzed using a structural equation modeling approach, showed that vividness and interactivity of online product presentations increased the participants perceptions of local presence, which refers to the sense of a product being present with a consumer in his or her own environment. Local presence, in turn, influenced the urge to buy impulsively by generating both cognitive (perceived risk) and affective (product affect) product responses. The implications of these results are discussed.