Nilüfer Z. Aydınoğlu

Imagining Thin: Why Vanity Sizing Works

Vanity sizing, the practice of clothing manufacturers, whereby smaller size labels are used on clothes than what the clothes actually are, has become very common. Apparently, it helps sell clothes — women prefer small size clothing labels to large ones. We propose and demonstrate that smaller size labels evoke more positive self-related mental imagery. Thus, consumers imagine themselves more positively (thinner) with a vanity sized size-6 pant versus a size-8 pant. We also show that appearance self-esteem moderates the (mediating) effect of imagery on vanity sizing effectiveness — while vanity sizing evokes more positive mental imagery for both low and high appearance self-esteem individuals, the effect of the positive imagery on clothing preference is significant (only) for people with low appearance self-esteem, supported by the theory of compensatory self-enhancement. Our suggestion of simple marketing communications affecting valence of imagery and consequent product evaluation have implications for many other marketing domains.

Sensory and neuromarketing: about and beyond customer sensation

Abstract The fields of sensory marketing and neuromarketing have evolved in an attempt to understand better how customers’ perceptions, emotions, memories, preferences, choices, and consumption are affected by sensory and unconscious processes, with the intention of appealing to them more effectively. The aim of creating and enriching a holistic customer experience is now more achievable with extensive research insight on the effectiveness of subtle sensory tactics, and through the use of neuroscientific measurement techniques. At the same time, there are growing concerns regarding the implications of these subtle tactics and subconscious measurement tools for the long-term wellbeing of customers who might not be fully aware of their own cognitive and attitudinal processes. The chapter reviews the recent developments within sensory marketing and neuromarketing, with a consideration of academic and managerial implications. The discussion also reflects on these ethical considerations, and lays out the questions for future practice and policy implications.

Positioning Multicountry Brands: The Impact of Variation in Cultural Values and Competitive Set

Building on cultural values research, the authors identify specific image attributes on which multicountry brands should position themselves consistently across markets. Leveraging prior research, they identify three life values that are most equal (benevolence, universalism, and self-direction) and two that are least equal (power and hedonism) in cross-national importance. The authors link specific brand image attributes (e.g., friendly, social, elite style, arrogant) to these life values through empirical data and semantic analysis. Using an extensive field data set on consumer perceptions and preferences from 22 countries regarding more than 1,700 brands, the authors then show that greater global consistency of a brands image decreases overall brand attitudes if the specific image attribute is one that is not equally desired worldwide. They also find that the attitudinal impact of a multicountry brands positioning consistency on commonly valued image attributes is greater when the set of competitors the brand faces across its markets is more homogeneous. The authors discuss implications for global brand management theory and practice.