[show abstract][hide abstract] ABSTRACT: Purpose – The choice facing a wine consumer is one of dizzying options with thousands of wine brands available. Packaging and labeling are among those cues consumers use when choosing wines. The purpose of this paper is to better understand the influence of two labeling variables – design genre and brand naming convention – on perceptions of wine and wine choice by occasion. In particular, three types of label design and naming conventions (traditional, contemporary, and novelty) are examined. Design/methodology/approach – A 3*3 (three versions of visual design and three brand naming conventions) factorial design was used to expose participants to a set of three wine label design variations. Participants viewed wine labels online at www.ratethelabel.com and then completed a web-based survey designed to measure the influence of label design and brand name on wine perceptions, purchase intent by wine use occasion, and the relative importance of factors affecting wine choice. Findings – Despite the popularity of novelty designs and names, participants preferred traditional labels and names. Label design and name were not as influential as wine type, brand familiarity, and price for wine choices made across four wine use occasions. Label design and brand name likeability mattered only for gift choices. Practical implications – For wineries developing or revising labels, traditional designs should be considered despite the current trend to use novelty labels. Originality/value – This study assessed consumer response to a trend in the wine industry – the use of novelty designs and names.
International Journal of Wine Business Research 08/2011; 23(3):221-234.
[show abstract][hide abstract] ABSTRACT: This study explores the relationships between consumers and mobile advertisements on attitude change over time. Two experiments were used to investigate both immediate and delayed effects of different media types on attitudes toward mobile advertisements. Experiment 1 formulated three types of advertisements corresponding to three media types: text, still pictures, and motion pictures. The results indicate that motion pictures on mobile phones significantly influence consumers' initial attitudes toward advertisements. Experiment 2, focusing on delayed effects, was conducted 4 weeks after Experiment 1. Ninety-five of the 117 participants in Experiment 1 were contacted via cellular phone. The results of Experiment 2 showed a decrease in attitude in relation to motion pictures, whereas an increase in attitude in relation to text and still pictures was observed. The findings were interpreted from the perspectives of media characteristics, consumer behavior, and advertising research.
Cyberpsychology, Behavior, and Social Networking 01/2012; 15(1):31-6.
[show abstract][hide abstract] ABSTRACT: 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. Participant's 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.
PLoS ONE 01/2011; 6(11):e26782. · 3.73 Impact Factor
Data provided are for informational purposes only. Although carefully collected, accuracy cannot be guaranteed. The impact factor represents a rough estimation of the journal's impact factor and does not reflect the actual current impact factor. Publisher conditions are provided by RoMEO. Differing provisions from the publisher's actual policy or licence agreement may be applicable.