Monika Koller

Objective measures of emotion related to brand attitude: a new way to quantify emotion-related aspects relevant to marketing

With this study we wanted to test the hypothesis that individual like and dislike as occurring in relation to brand attitude can be objectively assessed. First, individuals rated common brands with respect to subjective preference. Then, they volunteered in an experiment during which their most liked and disliked brand names were visually presented while three different objective measures were taken. Participants eye blinks as responses to acoustic startle probes were registered with electromyography (EMG) (i) and their skin conductance (ii) and their heart rate (iii) were recorded. We found significantly reduced eye blink amplitudes related to liked brand names compared to disliked brand names. This finding suggests that visual perception of liked brand names elicits higher degrees of pleasantness, more positive emotion and approach-oriented motivation than visual perception of disliked brand names. Also, skin conductance and heart rate were both reduced in case of liked versus disliked brand names. We conclude that all our physiological measures highlight emotion-related differences depending on the like and dislike toward individual brands. We suggest that objective measures should be used more frequently to quantify emotion-related aspects of brand attitude. In particular, there might be potential interest to introduce startle reflex modulation to measure emotion-related impact during product development, product design and various further fields relevant to marketing. Our findings are discussed in relation to the idea that self reported measures are most often cognitively polluted.

Neuromarketing and consumer neuroscience: contributions to neurology

Background‘Neuromarketing’ is a term that has often been used in the media in recent years. These public discussions have generally centered around potential ethical aspects and the public fear of negative consequences for society in general, and consumers in particular. However, positive contributions to the scientific discourse from developing a biological model that tries to explain context-situated human behavior such as consumption have often been neglected. We argue for a differentiated terminology, naming commercial applications of neuroscientific methods ‘neuromarketing’ and scientific ones ‘consumer neuroscience’. While marketing scholars have eagerly integrated neuroscientific evidence into their theoretical framework, neurology has only recently started to draw its attention to the results of consumer neuroscience.DiscussionIn this paper we address key research topics of consumer neuroscience that we think are of interest for neurologists; namely the reward system, trust and ethical issues. We argue that there are overlapping research topics in neurology and consumer neuroscience where both sides can profit from collaboration. Further, neurologists joining the public discussion of ethical issues surrounding neuromarketing and consumer neuroscience could contribute standards and experience gained in clinical research.SummaryWe identify the following areas where consumer neuroscience could contribute to the field of neurology:First, studies using game paradigms could help to gain further insights into the underlying pathophysiology of pathological gambling in Parkinson’s disease, frontotemporal dementia, epilepsy, and Huntington’s disease.Second, we identify compulsive buying as a common interest in neurology and consumer neuroscience. Paradigms commonly used in consumer neuroscience could be applied to patients suffering from Parkinson’s disease and frontotemporal dementia to advance knowledge of this important behavioral symptom.Third, trust research in the medical context lacks empirical behavioral and neuroscientific evidence. Neurologists entering this field of research could profit from the extensive knowledge of the biological foundation of trust that scientists in economically-orientated neurosciences have gained.Fourth, neurologists could contribute significantly to the ethical debate about invasive methods in neuromarketing and consumer neuroscience. Further, neurologists should investigate biological and behavioral reactions of neurological patients to marketing and advertising measures, as they could show special consumer vulnerability and be subject to target marketing.

Taking a deeper look at online reviews: The asymmetric effect of valence intensity on shopping behaviour

Abstract This study tests the asymmetric effect of user-generated, open-ended online reviews on online shopping behaviour (intention-to-buy, intention-to-recommend, and willingness-to-pay). Three online experiments involving manipulating the valence intensity of online reviews for hotels, books, and running shoes (overall customer sample of n = 818) provide empirical support for the proposed relationship. The valence intensity of online reviews moderates the effect of online reviews on purchase intentions. In other words, a significant change in online shopping behaviour was found for positive medium and strong reviews but not for negative ones. Based on these findings, managers should encourage customers to share their positive consumption-related experiences by offering strong arguments that will convince other customers.

Sponsoring, brand value and social media

El aumento de compromiso y participacion de los individuos en los medios sociales, en la ultima decada, posibilito que las empresas explorasen nuevas modalidades de comunicacion y proyectos de patrocinio. Ademas de investigacion general en lo que se refiere a los medios sociales o al patrocinio, las cuestiones en relacion a las consecuencias de las acciones conjuntas (actividades de patrocinio en los medios sociales) permanecieron poco exploradas. El presente trabajo analiza si la imagen percibida de la marca y la credibilidad de la celebridad endosante de un importante equipo deportivo podria influenciar la valorizacion percibida de la marca de la empresa patrocinadora en el escenario de los medios sociales. Ademas, estos resultados se comparan entre los clientes actuales y los no clientes de la empresa patrocinadora. Curiosamente, resulto que la credibilidad percibida de la celebridad endosante casi no seria un factor en la construccion de las percepciones en relacion a los clientes actuales. Nuestros hallazgos contribuyen a la discusion actual en la literatura sobre las ventajas del uso de medias sociales para promover patrocinios.The increasing involvement of individuals in social media over the past decade has enabled firms to pursue new avenues in communication and sponsoring activities. Besides general research on either social media or sponsoring, questions regarding the consequences of a joint activity (sponsoring activities in social media) remain unexplored. Hence, the present study analyses whether the perceived image of the brand and the celebrity endorser credibility of a top sports team influence the perceived brand value of the sponsoring firm in a social media setting. Moreover, these effects are compared between existing customers and non-customers of the sponsoring firm. Interestingly, perceived celebrity endorser credibility plays no role in forming brand value perceptions in the case of the existing customers. Implications for marketing theory and practice are derived.

Consumer neuroscience to inform consumers-physiological methods to identify attitude formation related to over-consumption and environmental damage.

Climate change, the need for efficient and environment-friendly energy use and health-related issues like obesity and addictions, these three crucial topics build a triad that the global society has extensively been discussing and caring about during the past decades. First, according to the recently published fifth IPCC climate change assessment report (2013), intense weather conditions have been on the rise. These changes will in extreme cases impose life-threatening dangers to some civilizations, but it will mostly influence individual attitudes and decision-making and thus finally modify consumption behavior quite dramatically during the next decades. Second, the European Union is aiming for a 20% cut in Europes annual primary energy consumption by 2020 (Energy Efficiency Plan, 2011). This government-driven aim does not only affect global industry, but again also the consumption behavior of each individual end-user. Third, according to the World Health Organization (2013), worldwide obesity has nearly doubled since 1980. In fact, 65% of the worlds population lives in countries where overweight and obesity kills more people than underweight (World Health Organization, 2013). Given these unpleasant scenarios we need to get active now in order to prevent the worst and to ensure the best possible and highest standards of life across the globe.

Established liked versus disliked brands: Brain activity, implicit associations and explicit responses

Abstract Consumers’ attitudes towards established brands were tested using implicit and explicit measures. In particular, late positive potential (LPP) effects were assessed as an implicit neurophysiological measure of motivational significance. The Implicit Association Test (IAT) was used as an implicit behavioural measure of valence-related aspects (affective content) of brand attitude. We constructed individualised stimulus lists of liked and disliked brand types from participants’ subjective pre-assessment. Participants then re-rated these visually presented brands whilst brain potential changes were recorded via electroencephalography (EEG). First, self-report measures during the test confirmed pre-assessed attitudes underlining consistent explicit rating performance. Second, liked brands elicited significantly more positive going waveforms (LPPs) than disliked brands over right parietal cortical areas starting at about 800 ms post stimulus onset (reaching statistical significance at around 1,000 ms) and lasting until the end of the recording epoch (2,000 ms). In accordance to the literature, this finding is interpreted as reflecting positive affect-related motivational aspects of liked brands. Finally, the IAT revealed that both liked and disliked brands indeed are associated with affect-related valence. The increased levels of motivation associated with liked brands is interpreted as potentially reflecting increased purchasing intention, but this is of course only speculation at this stage.

Customer perceived value - Conceptualization and avenues for future research

Abstract Given the present dynamic consumption environment due to technological innovations as well as interlinked economic developments on the macro-, micro-, and societal-level, researchers and managers have been increasingly showing interest in the concept of customer perceived value. However, especially given its vast empirical application, surprisingly little effort has been paid to synthesize various perspectives on the dimensionality, abstraction, and model taxonomy of customer perceived value. Therefore, based on a comprehensive literature review, this article identifies the predominant conceptualization of customer perceived value, thus also providing a sound basis for future empirical assessments of this concept, and discusses avenues for future research. In addition to contributing to research, this study also contributes to practice by comprehensively positioning customer perceived value as a key source of competitive advantage in the context of relationship marketing, management, and business models.

Evaluative Conditioning of Established Brands: Implicit Measures Reveal Other Effects Than Explicit Measures.

Evaluative conditioning (EC) effects on established liked and disliked brands were measured via self report, startle reflex modulation (SRM), heart rate (HR), skin conductance (SC), and the Implicit Association Test (IAT). Baseline measures were compared with measures taken after 1, 6, and 16 conditioning procedures. The aim was to determine how the different measures are differently sensitive to EC effects. Although self-report indicated conditioning effects already after 1 conditioning procedure and in both directions, the authors believe this to be an artifact due to a regression to the mean effect and thus reject this finding. Similarly, HR and SC did not show any sensitivity to conditioning effects. However, SRM and the IAT revealed significant conditioning effects, but more than 1 conditioning procedure were needed to cause changes. Most importantly, SRM, the only implicit measure of raw affective processing (subcortical), did show a significant EC effect after six conditioning procedures, but only in case of disliked brands turning into more liked brands. Because implicit measures are assumed to be more sensitive to deep subcortical affective processing it is concluded that this level of affective processing is more easily influenced by evaluative conditioning than higher order (cortical) processing levels. The findings are discussed in terms of different aspects of brand attitude (affective and cognitive) that seem to be differently affected by EC. Implications for marketers and advertisers are suggested.

Emotion Is not What You Think It Is: Startle Reflex Modulation (SRM) as a Measure of Affective Processing in NeuroIS

Emotion is a widely used term in various different fields. The problem is that across and even within those fields scholars are not sharing a common understanding of it. This strongly counterproductive situation hinders ongoing progress and might even lead to false understandings. This conceptual paper offers a solution and also introduces a method called startle reflex modulation (SRM). It has been described since the late 80s in the human literature and is widely used in emotion research to measure raw affective responses. Meanwhile, besides in the frame of basic science studies it has also been applied to clinical and most recently even industry-relevant topics. It is suggested that SRM does indeed represent a highly valuable new approach to quantify affective processing in the context of NeuroIS (e.g. technology acceptance). Often, self-reported affect differs from objectively measured affect.

SHOPPING FOR APPAREL: HOW CAN KIOSK SYSTEMS HELP?

When shopping for apparel, many consumers seek advice from friends and family or store personnel. In-store kiosk systems might serve as an alternative decision support system. In the present study we address the key question of how such kiosk systems are evaluated by consumers. We conducted three focus group discussions with regular apparel shoppers aged between 23 and 39 years. In sum, qualitative information from 15 participants was subject to a qualitative content analysis with the aim of gaining a more comprehensive understanding of how apparel shoppers experience the shopping process. Getting a more in-depth understanding of the needs and wishes associated with the apparel shopping process gives a basis for evaluating the potential acceptance of electronic decision support systems in apparel shopping. Although our study is exploratory in nature, we are able to draw an initial picture of how kiosk systems could be used in apparel shopping.When shopping for apparel, many consumers seek advice from friends and family or store personnel. In-store kiosk systems might serve as an alternative decision support system. In the present study we address the key question of how such kiosk systems are evaluated by consumers. We conducted three focus group discussions with regular apparel shoppers aged between 23 and 39 years. In sum, qualitative information from 15 participants was subject to a qualitative content analysis with the aim of gaining a more comprehensive understanding of how apparel shoppers experience the shopping process. Getting a more in-depth understanding of the needs and wishes associated with the apparel shopping process gives a basis for evaluating the potential acceptance of electronic decision support systems in apparel shopping. Although our study is exploratory in nature, we are able to draw an initial picture of how kiosk systems could be used in apparel shopping.