![]() First, we combined 28 Russian advertising posters: 14 ads with an ambiguous headline that leads to the conflict between text and pictural parts of a poster and 14 explicit ads of the same structure and advertising product as their ambiguous pairs. This paper investigates the role of lexical ambiguity in the processing and recognition of multimodal advertisements. Hence, this study makes a step toward explaining how high-modified model images impacts the behaviors of consumers, shedding new light on the application of image modification in online advertising. Moreover, this negative relationship between misrepresentation of modified model images and purchase intention is mediated by consumer trust. By comparing the level of misrepresentation, the results suggest that high-modified model images decrease purchase intention. Based on five experiments, we demonstrate that over-modified model images decrease consumers’ perceived authenticity referring to “misrepresentation”, and further lower their purchase intention. Drawing on a selective accessibility model (SAM), this study investigates the influence of high-modified model images on consumers' purchase intention by introducing the concept of misrepresentation and identifying consumer trust as a mediator. So far, the link between high-modified model image and consumers' behavior is not clearly understood. Marketers had high expectations for modified model images in E-commerce, however, the social movements against photoshopped models suggested the high-modified model images may be harmful to consumers which leads to a contradictory phenomenon. Lastly, these methods would also require ethical oversight because of the involvement of human subjects. The two methods mentioned before have been proven to be relatively reliable and repeatable. It is recommended that the researchers use proper experimental design that takes into consideration the confounding variables as much as possible. They could be incorporated with ease in the research portfolio of consumer sensory researchers who would like to use them to study consumer affect. Both these techniques are relatively inexpensive, portable, and minimally invasive techniques that are already being used by some sensory scientists. ![]() The author has tried to show the applicability of neuroscientific methods in consumer sensory sciences, specifically electroencephalography and eye tracking, which could potentially "complement" the sensory methodologies to gain better consumer insight. By no means, this is an exhaustive review hindered by the fact that there are countless articles on neuromarketing and consumer neuroscience in the literature. The purpose of this review is to explore the potential of using neuroscientific methods for consumer sensory science research. It combines neurobiology with behavioral psychology to understand consumer behavior, more specifically about their decisions related to choices/preferences and purchase. Neuromarketing or consumer neuroscience is a relatively new market research subdiscipline that has gained popularity among consumer behavior scientists in the past two decades or so. This study enhances our understanding of the psychology and behavior of younger and older people in neuromarketing research, combining noninvasive physiological and neuroscience methods to present psychological data. The research also analyzed the faces of younger and older adults using FaceReader software the main differences occured in the happy, surprised, and neutral expressions observed. The temporal and frontal cortices of the younger and older groups showed differences in EEG activity. Eye tracker data on the average duration and number of fixations and saccades indicated that the older group had fewer eye movements than the younger group. This study attempts to evaluate the impact of consumer age on psychological and physiological responses to online shopping platforms by using eye tracking, EEG recordings, and FaceReader software. When consumers browse and shop on a platform, their eyes constantly move, effectively scanning the area of interest to capture information. Physiological measures can explain consumers’ responses to features of online shopping websites and help these companies understand the decision-making process of consumers by using neuroscience-integrated tools. Understanding the effect of age on online shopping patterns can provide a broader understanding of the critical role of consumer attention. ![]() ![]() In recent years, online shopping platforms have displayed more sustainable products to attract consumer attention.
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