Thomas Johannes Lucas van Rompay

On Store Design and Consumer Motivation: Spatial Control and Arousal in the Retail Context

Research testifies to the influence of environmental factors in shopping environments. However, few studies examine effects of store design in interaction with shoppers’ motivations. The authors propose that task-oriented shoppers prefer stores that are spacious, whereas recreational shoppers enjoy and prefer the arousing properties of color. To provide controlled tests of these hypotheses, we created visual simulations of stores that varied by color (arousing red vs. less arousing blue) and layout (spacious vs. cluttered), and induced either task-oriented or recreational shopping motivations. Customers at a clothing store responded to one of these four store video displays. Results showed that motivations interact with environmental factors. Task-oriented shoppers preferred shopping in spacious stores, whereas recreational shoppers preferred high-arousing store environments. These findings suggest that store managers could increase arousal levels using ambient design elements, such as colored lights, when shoppers are likely recreationally oriented and provide spacious environments to appeal to task-oriented shoppers.

How to Increase Reach and Adherence of Web-Based Interventions: A Design Research Viewpoint

Nowadays, technology is increasingly used to increase people’s well-being. For example, many mobile and Web-based apps have been developed that can support people to become mentally fit or to manage their daily diet. However, analyses of current Web-based interventions show that many systems are only used by a specific group of users (eg, women, highly educated), and that even they often do not persist and drop out as the intervention unfolds. In this paper, we assess the impact of design features of Web-based interventions on reach and adherence and conclude that the power that design can have has not been used to its full potential. We propose looking at design research as a source of inspiration for new (to the field) design approaches. The paper goes on to specify and discuss three of these approaches: personalization, ambient information, and use of metaphors. Central to our viewpoint is the role of positive affect triggered by well-designed persuasive features to boost adherence and well-being. Finally, we discuss the future of persuasive eHealth interventions and suggest avenues for follow-up research.

Room to Move: On Spatial Constraints and Self-Disclosure During Intimate Conversations

The tendency to disclose information is affected by several factors, including the environment in which a conversation takes place. The study reported investigates the effect of spaciousness impressions on self-disclosure during interviews on intimate lifestyle-related topics comprising substance intake, sexuality, and emotions. To influence perceived spaciousness, desk size (interpersonal space) and room size (architectural space) were manipulated. The results show that room size in particular affects self-disclosing behavior with increases in architectural space positively affecting self-disclosure. However, the effects obtained varied considerably across the different topics, and decreases in interpersonal space hampered self-disclosure on sexuality-related topics. Furthermore, nonverbal measures revealed that readjustments of posture, interpersonal distancing, and refrains from establishing eye contact are used to counteract space intrusions.

'That was funny, but what was the brand again?' Humorous television commercials and brand linkage

This study examines the effects humour complexity and humour relatedness in humorous television commercials have on brand linkage. The research design combined a content analysis of humour characte...This study examines the effects humour complexity and humour relatedness in humorous television commercials have on brand linkage. The research design combined a content analysis of humour characteristics in commercials and a field study among consumers. In the field study, participants were exposed to existing commercials with obscured brand names and asked to reproduce the brand names. Results showed an interaction effect between the two humour characteristics: brand-related humour led to stronger brand linkage than unrelated humour, but this effect was found only for complex humour. The implications of these findings for the practice of advertising are discussed.

Directions in healthcare research: pointers from retailing and services marketing.

Purpose: Although the importance of the environment in relation to healing processes has been well established, empirical evidence for environmental effects on patient well-being and behavior is sparse. In addition, few attempts have been made to integrate insights from related fields of research such as retailing and services marketing with findings from healthcare studies. In this paper, relevant findings and insights from these domains are discussed. What insights and findings from retailing and services marketing are (potentially) of interest to the healthcare context, and how should one interpret and follow up on these results in healthcare environments? Background: Research in retailing and services marketing indicates that physical environmental factors (i.e., music and scent) and social environmental factors (i.e., crowded conditions) may affect consumer satisfaction and well-being. In addition, environmental effects have been shown to vary with contextual factors (e.g., the type of environment) and consumer needs (e.g., the extent to which consumers value social contact or stimulation in a specific setting). Although the evidence base for environmental factors in health environments is steadily growing, few attempts have been made to integrate findings from both domains. Conclusions/Recommendations: The findings presented indicate that environmental variables such as music and scent can contribute to patient well-being and overall satisfaction. In addition, findings suggest that these variables may be used to counteract the negative effects resulting from crowded conditions in different healthcare units. Taking into account recent developments in the healthcare industry, the importance of creating memorable and pleasant patient experiences is likely to grow in the years to come. Hence, the finding that subtle and relatively inexpensive manipulations may affect patient well-being in profound ways should inspire follow-up research aimed at unraveling the specifics of environmental influences in health environments.

Subtle persuasion: the unobtrusive effect of website-banner congruence on trust

This paper focuses on congruence among associations with banner advertisements and their host websites. Based on processing fluency theory we argued that congruence, as opposed to incongruence, increases processing fluency, which subsequently influences trust in the organization behind the banner. To test this prediction, an experimental study was conducted in which participants were asked to evaluate a mobile website, in which the product class of a banner advertisement and its host website were manipulated to be either congruent or incongruent. In conformance with expectations, congruence proved to affect trust behind the banner, and this effect was mediated by the ease with which they were able to reconcile banner and website (i.e., processing fluency). Alternative ways in which congruence may affect trust are discussed.

How strong is your coffee? : The influence of visual metaphors and textual claims on consumers' flavor perception and product evaluation

This study investigates the relative impact of textual claims and visual metaphors displayed on the product’s package on consumers’ flavor experience and product evaluation. For consumers, strength is one of the most important sensory attributes of coffee. The 2 × 3 between-subjects experiment (N = 123) compared the effects of visual metaphor of strength (an image of a lion located either on top or on the bottom of the package of coffee beans) and the direct textual claim (“extra strong”) on consumers’ responses to coffee, including product expectation, flavor evaluation, strength perception and purchase intention. The results demonstrate that both the textual claim and the visual metaphor can be efficient in communicating the product attribute of strength. The presence of the image positively influenced consumers’ product expectations before tasting. The textual claim increased the perception of strength of coffee and the purchase intention of the product. The location of the image also played an important role in flavor perception and purchase intention. The image located on the bottom of the package increased the perceived strength of coffee and purchase intention of the product compared to the image on top of the package. This result could be interpreted from the perspective of the grounded cognition theory, which suggests that a picture in the lower part of the package would automatically activate the “strong is heavy” metaphor. As heavy objects are usually associated with a position on the ground, this would explain why perceiving a visually heavy package would lead to the experience of a strong coffee. Further research is needed to better understand the relationships between a metaphorical image and its spatial position in food packaging design.

Buzzing health: health education by buzz compared to print media

Marketeers and service providers increasingly turn to word of mouth (WOM) as a means to persuade and inform individuals regarding an organization, brand or product. Positive results have been reported within the commercial sector, but does WOM also work within the context of a health education campaign? To explore the potential of WOM in health education, effects of medium channel (WOM vs. print vs. control condition) and consumer involvement (low vs. high) on participant responses were investigated. Furthermore, additional in-depth interviews were conducted in which participants disclosed their experiences. The findings suggest that WOM communications, instigated by a relatively small number of highly involved participants, can inspire attitude change among those who are lowly involved with the subject at hand. Interview results, however, indicate that health professionals should be aware of the increased efforts required from participants that WOM entails.

Living Brands: Consumer Reactions toward Online Experienced-based Marketing Communication

Previous research has demonstrated the importance of attending to experiential aspects of consumption. These days, ‘consumers don’t buy a product; they buy value in the form of entertainment, experience, and identity’ (Esslinger, in Sweet 1999; see also Holbrook, 2000; Holbrook and Hirschman, 1981; Pine and Gilmore, 1999; Schmitt, 1999). In addition, new products appearing on the market are increasingly similar in terms of function or price, making it hard or simply irrelevant for consumers to differentiate products on such traditional criteria (Postrel, 2003). Hence, in order to meet experiential consumer needs and differentiate their products from competitors, product and brand managers increasingly look for new ways to communicate experiential consequences of brand usage and ownership (e.g., Novak et al., 2000).

The Influence of the Presentation of Camera Surveillance on Cheating and Pro-Social Behavior

Introduction: This study is aimed at gaining more insight into the effects of camera-surveillance on behavior. It investigates the effects of three different ways of “framing” camera presence on cheating behavior and pro-social behavior. First, we explore the effect of presenting the camera as the medium through which an intimidating authority watches the participant. Second, we test the effect of presenting the camera as being a neutral, non-intimidating viewer. Third, we investigate the effect of watching oneself via a camera. In contrast to most studies on camera surveillance, we will conduct our experiments in an indoor setting. We also explore possible interaction effects of personality traits; we measured Locus of Control, Need for Approval, Self-Monitoring and Social Value Orientation. Methods: In this experiment participated 86 students, randomly distributed over four conditions: three different ways of framing the camera presence, plus a control condition. Our main dependent variables were various kinds of cheating and pro-social behavior. We established the participants relevant personality traits using a classification tree. Results: For cheating behavior, findings showed that in the “authorative” way of framing camera presence and in the situation in which participants viewed themselves, participants cheated significantly less compared to a situation without camera-surveillance. We did not find significant effects of camera surveillance on pro-social behavior. Looking at personality traits, we found an indication that people with an internal locus of control are more inclined to cheat when there is no camera present compared to people with an external locus of control. However, the effects of our manipulations were stronger. Conclusion: Our findings support the idea that the framing of a cameras presence does indeed influence cheating behavior, adding to the preventive effects of camera-surveillance. Additionally, this study provides some valuable insights into the influence of camera presence on behavior in general.