Claire Gélinas-Chebat

Interactive effects of musical and visual cues on time perception: an application to waiting lines in banks.

This study explores the interactive effects of musical and visual cues on time perception in a specific situation, that of waiting in a bank. Videotapes are employed to simulate the situation; a 2 × 3 factorial design (N = 427) is used: 2 (high vs low) amounts of visual information and 2 (fast vs slow) levels of musical tempo in addition to a no-music condition. Two mediating variables are tested in the relation between the independent variables (musical and visual ones) and the dependent variable (perceived waiting time), mood and attention. Results of multivariate analysis of variance and a system of simultaneous equations show that musical cues and visual cues have no symmetrical effects: the musical tempo has a global (moderating) effect on the whole structure of the relations between dependent, independent, and mediating variables but has no direct influence on time perception. The visual cues affect time perception, the significance of which depends on musical tempo. Also, the “Resource Allocation Model of Time Estimation” predicts the attention-time relation better than Ornsteins “storage-size theory.” Mood state serves as a substitute for time information with slow music, but its effects are cancelled with fast music.

What makes open vs. closed conclusion advertisements more persuasive? The moderating role of prior knowledge and involvement

Abstract So far, the impact of open vs. closed conclusion advertisements has been examined mainly in terms of attitude change. Past researches have shown contradictory results, which we attribute mainly to the lack of attention to the differences between levels of objective and subjective comprehension of the advertisements. The present study focuses on the depth of information processing (DIP), as a key antecedent to attitudinal constructs. A 2×2 factorial experiment was designed to test the combined effects of open vs. closed conclusions and low vs. high involvement. Results show that, paradoxically, consumers under low involvement conditions may reach deeper levels of information processing as long as they are knowledgeable of the product advertised and they perceive low risk in it. In turn, attitudes are all the more positive when DIP scores are higher. Such results confirm some aspects of the elaboration likelihood model (ELM), (i.e. open vs. closed conclusion as a rhetorical artifact, has effects under low involvement conditions) but contradicts it on the main point, that is low involved consumers may reach deeper levels of information processing than consumers under high involvement.

Terroir? That's not how I would describe it

Purpose – This article seeks to uncover if the definition of terroir is the same between the users (producers, vendors, high and low involvement consumers) of the term in the French wine industry. The objective is to uncover if the definition of terroir is homogenous between the user groups.Design/methodology/approach – An online questionnaire was distributed to an industry sample and then to a consumer panel, and asked respondents to outline in their own words how they would define a terroir product. Lexical analyses using SATO software were conducted and uncovered word frequency, distances, and contexts.Findings – The results show that each user group has its own taxonomy of terroir terms and uses an exclusive vocabulary. User group distinctions and commonalities are outlined. Globally it appears that the user groups seem to define terroir based on their level of involvement with wine as well as their role in the wine industry.Practical implications – French wine marketers can use these results to bette...

Voice and Advertising: Effects of Intonation and Intensity of Voice on Source Credibility, Attitudes toward the Advertised Service and the Intent to Buy:

Voice has been neglected in research on advertising and attitude change. In an experiment with 2 × 2 × 2 factorial design (N = 279), several hypodieses derived from the Elaboration Likelihood Model and from phonetic literature were tested: 2 linguistically similar advertising messages on financial services of high (student loan) versus low (Automatic Teller Machine cards) involvement are recorded by a professional actor using 4 types of voice (2 levels of intonation of voice × 2 levels of intensity). Analysis by a system of simultaneous equations indicated that the effects of voice are different under low and high involvement. Intensity of voice affects credibility of the source significantly more under low than high involvement; intonation of voice affects credibility more under high than low involvement. Unexpectedly, characteristics of voice affect attitudes toward the advertised service and intent to buy.

EFFECTS OF CIRCADIAN ORIENTATION, TIME OF DAY, AND AROUSAL ON CONSUMERS' DEPTH OF INFORMATION PROCESSING OF ADVERTISING '

Since depth of information processing, as defined by MacInnis and Jaworski in 1989 has been shown to influence the strength of the relation between the intent to purchase and the attitudes toward the advertisement, this paper focused on the interactive effects of three antecedents of information processing, arousal, circadian orientation, and time of day (Morning vs Evening). Analysis indicated that deeper information processing is reached by 65 morning-oriented consumers who are exposed to advertisements in the morning and by 52 relaxed consumers who are exposed to advertisements in the evening. Theoretical explanations and managerial implications are proposed.

Reactions to Waiting Online by Men and Women

The goal of the present study was to identify factors which may affect the difference between the actual time participants expected to wait for downloading a web page and the perceived waiting time, i.e., the online waiting-time gap. The findings from an experiment in which the music tempo (fast vs slow) and waiting-duration information (presence vs absence) were manipulated showed that sex moderated the relation between the manipulated variables and waiting-time gap; emotional response was more important between the manipulated variables and waiting-time gap than was cognitive response. The type of emotional response with an effect on waiting-time gap varied by sex: pleasure for women and arousal for men. For women, pleasure was affected by their cognitive response, while cognitive response played no significant role for men. For both sexes, information on waiting duration increased the perceived waiting time. This study leads to reconsidering the role of emotional response and sex in evaluating waiting time.

MISSING INFORMATION CAN BE MORE PERSUASIVE

A 2 ×2 experiment (low/high self-relevance and complete/incomplete information about an advertised service) was designed to test a set of hypotheses related to inference-making from advertisements providing no information on the uses of the advertised service. Findings show that under high self-relevance conditions, viewers have more positive attitudes toward the advertisements mentioning no use at all of the advertised service, whereas under low self-relevance conditions, viewers have more positive attitudes toward the advertisements mentioning all the possible uses of the advertised service. Similar relations are found for the attitudes toward the service. The absence of specific uses allows the viewers to complement the missing information with their own relevant information.

Cigarette Placement in Movies: Priming Tobacco Risk-Related Warnings and its Social Effects on Youths

Previous research have stated that cigarette placement in movies seemed to increase the intention to smoke among teenagers and cigarette placement in movies has grown steadily (Dalton et al., 2003; Pechmann et al. 2003). Pechmann and Shih (1999) found that smoking scenes increased their intent to smoke and that an antismoking advertisement shown before the film nullified these effects. We extend this previous research by focusing on the social risk component and by using a social related antismoking warning. This paper investigates whether priming an antismoking warning would affect the social risk perceived by adolescents before viewing a cigarette placement in a movie. The basic question that guides this research is the following: how would adolescents perceive social risks after having been exposed to a cigarette movie placement? Would they perceive social risks as less severe? Is the introduction of a warning message before the smoking scene enough to counter the effects of the cigarette placement on the perception of the social risk endured by smokers?

Impact of Time of Day and Circadian Orientation on the Relation between Intent to Buy and AAD, ABD

As shown by Mick (1992), the deeper the Information Processing (IP), the stronger the relation between the intent to buy an advertised product and the attitudes toward the ad and toward the product. The present paper investigates the possibility that time of day and circadian cycles directly impact on the strength of this relation. Results of a study show that the relation is significantly stronger in the morning than in the evening, especially for morning oriented consumers. Practical implications are proposed.