Mathew Chylinski

Increasing Student Engagement Using Asynchronous Learning

Student engagement is an ongoing concern for educators because of its positive association with deep learning and educational outcomes. This article tests the use of a social networking site (Facebook) as a tool to facilitate asynchronous learning opportunities that complement face-to-face interactions and thereby enable a stronger learning ecosystem. This student-centered learning approach offers a way to increase student engagement and can have a positive impact on academic outcomes. Using data from a longitudinal quasi-experiment, the authors show that students who participated in both face-to-face on-campus classes and asynchronous online learning opportunities were more engaged than students who only attended face-to-face classes. In addition, the findings show that participation in the asynchronous setting relates significantly and positively to students’ academic outcomes (final grades). The findings have notable implications for marketing education.

Cash for Comment: Participation Money as a Mechanism for Measurement, Reward, and Formative Feedback in Active Class Participation.

An unconditioned stimulus in the form of “participation money” serves to keep track of students’ comments during class discussions and extrinsically to reinforce their class participation behaviors. Using a longitudinal experiment to investigate the effect of the participation money stimulus on several education outcomes, the author finds that the stimulus increases the number of comments during weekly class discussions, as perceived by both instructors and students. This increased class participation has a positive effect on students’ experience and perceived understanding of course material, as well as the social atmosphere during class discussions. The findings thus have important implications for marketing educators.

mHealth for behaviour change: role of a smartphone- based multi-intervention service for hypertension and diabetes in Bangladesh

This paper discusses mobile-based interventions for management of non-communicable diseases such as hypertension and Type 2 diabetes. It builds upon the Persuasive System Design (PSD) model for developing mobile-based multi-intervention services for the prevention and management of the above- mentioned diseases, especially in developing countries such as Bangladesh. Identified gaps include lack of studies on system framework or design component for behaviour change services; no studies on smartphone based multi-intervention services for behaviour change; no user acceptance studies on smartphone services for management. This paper uses (a) Hevners model for identifying gaps in the existing literature and developing a framework to address some of the gaps (b) the PSD model and social cognitive theory for developing the framework and content for behaviour change service to manage hypertension and Type 2 diabetes respectively. This paper has potential design implications for a broader research in mobile-based PSD and multi-intervention service for future developments.

Making omnichannel an augmented reality: the current and future state of the art

Purpose This paper aims to explore the current and future roles of augmented reality (AR) as an enabler of omnichannel experiences across the customer journey. To advance the conceptual understanding and managerial exploitation of AR, the paper aims to synthesise current research, illustrating how a variety of current applications merge online and offline experiences, and provides a future research agenda to help advance the state of the art in AR. Design/methodology/approach Drawing on situated cognition theorising as a guiding framework, the paper reviews previously published research and currently deployed applications to provide a roadmap for future research efforts on AR-enabled omnichannel experiences across the customer journey. Findings AR offers myriad opportunities to provide customers with a seamless omnichannel journey, smoothing current obstacles, through a unique combination of embedded, embodied and extended customer experiences. These three principles constitute the overarching value drivers of AR and offer coherent, theory-driven organising principles for managers and researchers alike. Originality/value Current research has yet to provide a relevant, conceptually robust understanding of AR-enabled customer experiences. In light of the rapid development and widespread deployment of the technology, this paper provides an urgently needed framework for guiding the development of AR in an omnichannel context.

The Cross-Modal Effects of Colour in Food Advertising: An Abstract

In 2015 global expenditure on food items was expected to exceed

When size matters: Sensitivity to missed opportunity size increases with stronger assessment

US7 trillion (IFC, 2014). As such, every day around the world, consumers make a large number of decisions about food choices. In many of these decisions, the visual appearance of the food, in particular the product colour, will be the primary choice determinant. This is because the colour of a food product presents the consumer with critical information related to edibility, as well as the identity and intensity of flavour (Shankar et al., 2010). Many of the associations between food colour and its potential edibility or quality are learned from experience. However, evidence also suggests colour influences human perception at an innate, biological level (Labrecque et al., 2013). Importantly, colour – a purely visual stimulus – has the potential to influence other sensory modalities, for example, situations where colour influences perceptions of taste, smell and texture (for a review, see Spence et al., 2010). However, it would appear that the link between colour and physical reactions in other sensory modalities has mostly been restricted to situations involving food consumption. As a result, there is limited research demonstrating these cross-modal effects in situations where consumption does not take place, for example, in advertising, where much of consumer decision making is based on ‘expectations’ of consumption. The current study addresses this gap in the extant literature by examining the cross-modal relationships between vision (colour) and touch (food texture) in food advertising. This study examines the cross-modal influence of colour on consumer ‘expectations’ of product texture (creaminess/crunchiness) as a result of food advertisements. The study also examines the moderating effects of advertising copy and an individual’s sensory sensitivity, as well as the resulting influence on various marketing metrics. Findings demonstrate that the cross-modal effects of colour on expectations of creaminess and crunchiness are conveyed through advertising, that a form of Stroop interference moderates the effect when ad copy is included and that a person’s sensory sensitivity (using ‘need for touch’ as a proxy) causes a moderated moderation. The cross-modal effects are tested against marketing metrics, with findings demonstrating that the influence of colour on expectations of quality, purchase intent, pleasure and likability is mediated by an individual’s expectations of product creaminess, for those consumers who have a low ‘need for touch’ (Peck & Childers, 2003), creating a moderated mediation effect.

MTurk ‘Unscrubbed’: Exploring the good, the ‘Super’, and the unreliable on Amazon’s Mechanical Turk

This research shows that the strength of assessment orientation, defined as the “aspect of self-regulation concerned with critically evaluating entities or states,” increases a person’s sensitivity to the size of a missed opportunity. Study 1 revealed that the experimental induction of an assessment orientation reduced the likelihood to act on a present offer after missing out on a large opportunity. Following a small missed opportunity, on the contrary, seizing the present offer was more likely. Studies 2 and 3 generalized this effect to chronic assessment orientations. In Study 4, the findings were replicated in a field study, which also demonstrated that differential value judgments explain assessors’ sensitivity to the size of a missed opportunity.

Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences

Widely accepted as a low-cost, fast-turnaround solution with acceptable validity, Amazon’s Mechanical Turk (MTurk) is increasingly being used to source participants for academic studies (Berinsky et al. 2012; Bohannon 2011; Chandler et al. 2014; Mason and Suri 2012). Yet two commonly raised concerns remain: the presence of quasi-professional respondents, or “Super-Turkers”, and the presence of “Spammers”, those that compromise quality while optimising their pay rate. We isolate the influence on research results of experienced subjects (Super-Turkers), and of unreliable subjects (Spammers), jointly and separately. Jointly including these subjects produces very similar results to jointly excluding them, yet effect sizes decrease disproportionately to their sample representation. Furthermore, separately including experienced subjects in research results is shown to be as problematic as inclusion of unreliable subjects, although the noise introduced by these subjects is divergent and measure dependent. Hence removing only one of these types of respondents can be even more damaging to the reliability of results, than including both.