Yaniv Gvili

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• Ph.D.
• Senior Lecturer at Ono Academic College

Incentivizing consumers to share product recommendations and other forms of eWOM (electronic word of mouth) with their social media friends has become a prevalent promotional strategy among marketers. However, could this strategy potentially backfire? Adopting a metacognitive perspective, we suggest that this approach adversely affects those consum...

People are constantly subject to various types of informational social influences, such as others’ opinions and advice. A tacit assumption in the advice-taking literature is that decision makers treat others’ opinions and advice equally. In this paper, we challenge this assumption by examining the differential effects of advice versus others’ opini...

Purpose: Social media sites facilitate electronic word of mouth (eWOM) communication among consumers of diverse cultures and ethnicities. Based on the theory of planned behaviour (TPB), the present research proposes a conceptual framework for minority consumers' engagement in eWOM associated with the mainstream culture. The model incorporates socia...

Marketers increasingly integrate social commerce into their business activities and encourage users to share brand-related content. The present research investigates the role of consumer trust in shaping shoppers' intentions to purchase products online in various social commerce contexts (i.e., collectivist vs. individualist cultural orientation, h...

Can moral associations linked with food products harm hedonic consumption experience? Across four studies, we show that moral associations linked to food that clash with values (racism and animal welfare) held by today's ethical consumers can engender moral disgust, which in turn undermines both expected and actual taste experience. The studies con...

The COVID-19 pandemic has been devastating in terms of the loss of human lives, damage to the economy, and upheavals in the fabric of society. It has also drastically impacted higher education and academic institutions throughout the world. This article analyzes the impact of the pandemic on the higher education industry and its stakeholders; namel...

Identity serves an important role in consumer decisions. Accordingly, understanding when and how products benefit from associations with different identities is crucial for marketers. The present research demonstrates that individuals aiming for a particular identity evaluate food products associated with that identity as tastier. We argue that foo...

: Consumers’ calorie estimates are often biased and inaccurate. Even the presence of relevant nu-tritional information may not suffice to prevent consumer biases in calorie estimation. The cur-rent work demonstrates across two studies that visual cues given by larger product depictions lead to increased calorie estimates. Further, it demonstrates t...

Social network sites (SNS) facilitate eWOM communication among consumers of different cultures. Building on contact theory and the theory of planned behavior, we propose a conceptual framework that integrates intercultural factors as predictors of minority consumers’ engagement with eWOM communicated by and to individuals of the dominant culture on...

With global geo-political changes, marketers have increasingly employed advertisements featuring ethnic and religious minority endorsers. Researchers have examined the effects of this practice, where endorsers’ ethnicity and religious associations are interlinked. The present research disentangles the potential effects of these two factors and test...

Social commerce facilitates conversations among buyers across the world and enhances eWOM sharing. This paper investigates the key roles of online shoppers' culture (collectivism vs. individualism), and past experience as drivers of engagement with brand-related information sharing. Based on the theory of planned behavior (TPB) and consumer culture...

Purpose - This paper aims to offer social marketers an innovative method to promote healthy foods. This method demonstrates the effectiveness of indirect communication in attracting consumers to healthy foods. Further, it aims to offer a way to promote food as healthier with no detrimental effects on its perceived appeal, which are a likely side ef...

The impact of the development of the internet and new communications channels on the marketing industry pushed practitioners to devise new tools and approaches for influencing consumer attitudes and behaviors towards products and services. This has led to new insights into persuasive message design. In general, persuasive advertisement messaging ca...

Purpose – The present research examines the relationship between personality of social network site (SNS) users and the perceived value of the information they seek. Building on the Reasoned Action Approach, personality is conceptualized as a background factor influencing people's attitude towards the information they search for on SNS. Design/met...

Increased societal diversity in Western societies led to increased public interest in minorities-especially ethnic and religious minorities. While negative images in media dominate, marketing scholars and marketers identified the opportunities addressing minority consumer offers. Past research that investigated the effects of ethnic minorities and...

The strategy of inviting online shoppers to negotiate product prices has been employed by numerous online sellers due to its benefits for buyers and sellers. Social media facilitates sharing information regarding such economic benefits among shoppers, thereby generating eWOM, which boosts online social commerce. Yet not all buyers choose to embrace...

Purpose – The nature of digital media channels are important factors in explaining consumers’ behavior over the Web, and specifically on social network sites (SNS). The purpose of the current study is to propose a conceptual framework explaining consumer engagement with electronic word of mouth (eWOM) communication via SNS, based on key attributes...

Consumer exposure to scent stimuli is difficult to avoid. Affective reaction to scent is immediate and instinctive (Vlahos, 2007; Wilkie, 1995), and it precedes thinking (Vlahos, 2007). Yet, practical applications of olfactory cues in advertising are rare (Kelly, 2012), in part due to the scarcity of research in this field (Ellen and Bone, 1998; Lw...

Purpose: Examine whether companies’ donations to political parties can impact product experience, specifically taste. Design: Four studies, three online, one lab. Participants were shown a cookie (studies 1-3) or cereal (study 4) and told that the producing company donated to either the Republican Party or the Democratic Party (studies 1-3) or an u...

Can implied motion enhance consumer judgment of food freshness and taste? Freshness plays an important role in determining anticipated taste. Different perceptual cues may influence judgments of freshness. While some cues such as coloring and bruising play an obvious role, the authors argue that cues that on face value appear unrelated to freshness...

New technologies enable practitioners to communicate scents in advertisements on various media. The current research examines the importance of matching scent cues to the advertised product, and the joint effect of scent and other cues such as colour on consumer responses to advertising. A 4 £ 2 experimental design was conducted, where participants...

Purpose Despite the extensive academic interest in electronic word of mouth (eWOM) communication, consumer attitudes toward eWOM communication have been neglected. The purpose of this paper is to propose a conceptual framework for attitudes toward eWOM communication across digital channels. Design/methodology/approach Data were collected through a...

The current research explores whether the often-used depiction of foods in motion both on packaging and in marketing campaigns helps improve consumer judgments of food products. In two studies, we show that depictions of food with implied motion lead to enhanced evaluations of both freshness and appeal. This occurs even when motion is merely implie...

Digital communication encourages individuals and marketers to share information easily and spread electronic word of mouth (e-WOM). Yet, many people may find it difficult to judge message and source credibility. The current study suggested that receivers' judgment of e-WOM messages stems from three key channel properties: social capital, informatio...

Across 2 experiments we show that depictions of food with implied-motion lead to enhanced evaluations of food attractiveness. We argue that this demonstrates an overextension association between motion and freshness. We suggest that this can be used to promote healthier food choices and consumption by increasing their appeal via implied-motion.

Across two studies, we demonstrate that depictions of food with implied motion enhance food appeal. This effect is mediated by perceived food freshness. We argue that this effect is due to an overextension of a primitive association between motion and freshness. Implications for promoting healthier food consumption are discussed. ABSTRACT In two st...

Across three studies, we show that associating food with an objectionable ideology leads people to experience poorer taste. Specifically, donations to a political party one ideologically objects reduce evaluations of food from the donating company. We argue that this occurs because objectionable ideology arouses moral disgust, which hurts taste.

Can desire for a particular identity improve the taste of food related to that identity? Across two studies, we show that those who desire a particular identity evaluate food products associated with the desirable identity as tastier. In study 1, participants rated the taste of products supporting a desired identity more highly for both brands and...

We show that politically "tagged" food render food less tasty for those who hold contradicting political ideologies. This occur because the political ideology to which one opposes would evoke moral disgust, which in turn affect the taste of the product. In other words, moral disgust mediates the effects.

This study examined visitor expectations of a heritage site Website, a major marketing channel. The study focuses on Yad Vashem (The Holocaust Martyrs' and Heroes' Museum) in Jerusalem, Israel. The findings reveal the existence of three types of content that tourists expect to find on a Website: (1) functional information, (2) educational informati...

Mass customization is a concept that has been discussed extensively in marketing literature. In this study the rationale of its application in the context of the management of a heritage site website was examined. Prospective visitors (N-151) to a major Islamic art museum in Jerusalem were surveyed. The results indicate that tourists' perceptions o...

Abstract. Thesis (Ph. D.)--Temple University, 2003. Includes bibliographical references (leaves 136-148).