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Heterogeneity and Emotional Perceptions of the Labelling of Accommodation Services in Tourism
Abstract
The labelling of tourism accommodation services profoundly influences consumer behaviour and decision-making processes. Many consumers view labelling as a subjective assurance of the quality of services provided and are willing to pay a premium on the basis of the level of quality indicated by these labels. This paper’s main goal is to highlight the critical importance, emotional perception, and potential implications of labelling tourism accommodation services within the Slovak Republic’s particular context and the V4 countries. Considering this, the research employed a combination of secondary data and field research, incorporating both quantitative and qualitative methodologies. Data analysis utilises fundamental statistical techniques as well as more advanced methods, such as eye trajectory analysis, emotional valence analysis, and emotional arousal analysis. These methods, which fall under the domain of biometric measurement of emotions and consumer neuroscience, are essential for obtaining a comprehensive understanding of the data. The findings indicate that labelling accommodation services significantly affects consumer behaviour and has an important effect on what decisions are made regarding commodities associated with tourism. Providers of tourism services across various countries are continuously searching for effective ways to label accommodation services that are not only uniform and memorable but also perceived as reliable indicators of service quality. The insights gained from this study, achieved through the application of relatively underutilised methods, significantly enhance our understanding of the importance and relevance of accommodation service labelling. They offer valuable information on the emotional responses elicited by different types of signage, identify the intrinsic appeal of various signage elements, and highlight indicators of emotional arousal. Moreover, the study underscores the importance of strategic signage placement within service environments, employing eye trajectory analysis and the creation of heatmaps to demonstrate how prominently displayed signage can influence consumer perception and engagement. This expanded understanding provides practical implications for designing more effective tourism accommodation labels and marketing strategies.
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This study explored the perception of artificial intelligence (AI) through GSR analysis and facial expression detection across eight different video stimuli. The results indicate that one video elicited the highest cognitive engagement, while another showed significant engagement through both the frequency and intensity of responses. Certain videos displayed a lower frequency but higher intensity of responses. The Shapiro‒Wilk and Levene’s tests validated the use of ANOVA, confirming the normality and homogeneity of variances. Despite variations in mean GSR peaks per minute, ANOVA revealed no significant differences in physiological responses among the different interaction types. Gender analysis revealed similar high physiological responses to AI stimuli for both males and females, with most stimuli eliciting statistically significant GSR peaks per minute. The Affectiva AFFDEX SDK classifier analysed emotional responses, revealing that joy was predominantly higher in one video, while another elicited the most sadness. Anger and fear were nearly non-existent, and contempt varied, with one video showing the highest response. Disgust and surprise responses were generally low. These findings highlight the importance of emotional content in engaging viewers and the utility of GSR and facial expression analysis in understanding AI's impact on user perception. This research provides insights into cognitive and emotional engagement with AI-related stimuli, emphasizing the need for tailored content to enhance user interaction. The study's implications extend to marketing, education, and healthcare, where optimizing user engagement with AI can lead to improved outcomes and satisfaction.
Hospitality, which suffered a huge blow during the Covid-19 period and had to adapt its operation to pandemic
measures, heads for its recovery. Innovation is one of the ways to get out of an unfavourable situation having in mind that
health risks can represent a significant factor affecting participation in tourism. The paper specifies the perception of the
necessity of digital innovations application as health protection factor and sustainable mean of hospitality sector developme nt.
It shows how of tourism participant in domestic condition of Slovak republic perceive the need of their application to
hospitality services. Through the questionnaire method it examined opinion of domestic visitors in hospitality and its
direction towards the digitization of services in this sphere, and subsequently tested by Mann-Whitney and Kruskall-Wallis
tests. The results show that Slovak tourists treat digital innovation in hospitality services as the ones, that are a necessa ry part
of tourism services portfolio. Their specifics can also be defined in terms of health protection. They can act as an element of
health protection by eliminating contact among individual tourism participants. At the same time, they also perceive them as a
means that tends to keep the hospitality industry alive even in the post-pandemic period.
In our day-to-day life, the proper perception of emotion plays an important role in human decision making and behavior. Nowadays, a lot of research is focused on the evocation and precise detection of human emotion, which can be later utilized in a different set of arena. There is good amount of research on emotion detection through parameters extracted via Face Recognition and Speech Modulation, etc. However, there is a huge question on the accuracy or effectiveness of these results as these features can be controlled or manipulated by the subject/person. So, the next approach is the usage of Physiological Signals. These signals are generated by the Central Nervous System (CNS) and cannot be controlled or manipulated by the subject/person. In the proposed work, we have used Galvanic Skin Response (GSR) signals for emotion detection. It is an easily available off-the-shelf, non-invasive sensing device, and is easy to use. We have used different machine learning models to classify the various emotional states with better accuracy. The different classifiers that are used are the k-Nearest Neighbors (kNN), Support Vector Machine (SVM), and Logistic Regression (LR).
Purpose-The research focuses on analysing the service quality in tourist accommodation in households. The aim of this paper is to determine whether there are statistically significant differences in the perception of quality service (technical and functional quality aspect), with emphasis on quality improvement. Methodology-The research was based on a structured questionnaire, which was carried out during the summer months of 2020, on a sample of 168 tourists who stayed in tourist accommodation in households. According to the type of data obtained, statistical differences between multiple groups are examined using nonparametric Kruskal-Wallis H Test in IBM SPSS Statistic software. Findings-The results indicate that there are statistically significant differences in the perception of service quality with regard to socio-demographic characteristics of the respondents. Foreign guests visiting Croatia and staying in tourist accommodation in households rate the quality of service at a higher rate compared to domestic guests. Regarding the differences based on qualification levels and age, individuals with university degrees, and those in the age group 60-77 tend to give statistically significantly higher ratings to quality elements. Contribution-The scientific contribution of the research is seen in widening the knowledge on service quality as well as the development of a measuring instrument for measuring service quality taking into account tourist accommodation in households. Its practical contribution can be seen in the comparison of service quality dimensions, taking into account socio-demographic characteristics of respondents, based on which improvement of quality can be made in this segment of accommodation offer.
Neuromarketing (NM) is an application of neuroimaging and physiological tools to record the neural correlates of consumers’ behaviour (e.g., decision-making, emotion, attention, and memory) toward marketing stimuli such as brands and advertisements. This study aims to present the current tools employed in the empirical research in the last five years. In this article, we have followed the Preferred Reporting Items for Systematic Review and Meta-analyses (PRISMA) framework and a bibliometric analysis to select empirical and review papers that used NM tools in the last five years. We have extracted and analysed twenty-four documents from the Scopus database to answer our study questions. We found that electroencephalography (EEG) is the most popular neuroimaging tool in neuromarketing research, wherein has been used almost thirteen times. Followed by eye-tracking (ET) and galvanic skin response (GSR) as the most physiological tools, wherein have been applied almost four times for each tool. We hope that this study provides valuable insights into the common NM tools used in marketing research.
Social entrepreneurship (SE) is an emerging research field that has received much scholarly attention in recent years. Given the global scope of this attention, this review explores the existing scientific literature on social entrepreneurship to contribute to a systematization of the research field. Based on the publications in Web of Science and Scopus, a total of 1425 scientific articles were analyzed. We used the bibliometric method to describe the evolution of social entrepreneurship research (e.g., evaluation by years, authors, scientific journal articles, and countries in the SE literature that have had the greatest impact in terms of production). In addition, we used the mapping of knowledge networks through the citations and co-citations analysis to identify schools of thought. A keyword co-occurrence analysis was performed to detect key research topics over the years. The results show that, although the research is still in a nascent phase, it has a multidisciplinary character. Furthermore, social entrepreneurship appears to be a concept closely linked to three schools of thought: commercial entrepreneurship, sustainable entrepreneurship, and social innovation. The keywords analysis allowed us to isolate the constructs that the literature has considered antecedents (e.g., socio-psychological factors) and accelerators (e.g., education, network, culture, and gender) to the development of social entrepreneurial intention. We will further discuss the ways researchers can explore this research field and contribute to the global literature.
A hotel facility classification system makes it possible to standardise the quality of hotel services, and should guarantee hotel compliance with predefined requirements and criteria. In order to determine the impact of a hotel’s rating in Poland on the quality of services it offers, the authors conducted a survey which covered a sample of 226 respondents. Based on the study, it was established that the classification system affects the quality of services provided by the classified properties, and that consumers of hotel services are aware of the standards and amenities which the hotels they choose should offer. However, it is important to indicate that nearly half of the respondents noted that a hotel’s category does not always guarantee that the appropriate standard required by law is being maintained.
Increased market saturation, decline in interest in classic marketing communication tools, shift in consumer behavior, growing need for exclusivity and individualism in customer communication, more experienced, more critical, more demanding, more sophisticated travelers are also reasons that require increased attention to effective marketing strategies target market. The aim of the paper was to evaluate the level of tourism development, analyze rural tourism, determine its relationship to the use of communication tools and design tools for integrated tourism for the future tourist. The results of the primary research from the period 2012-2015, from the rural area of the Nitra region, were processed by the statistical methods. Research results suggest that
rural tourism is a major contributor to the emergence of an emerging economy.
In this article, we present a comprehensive measurement system to determine the level of user emotional arousal by the analysis of electrodermal activity (EDA). A number of EDA measurements were collected, while emotions were elicited using specially selected movie sequences. Data collected from 16 participants of the experiment, in conjunction with those from personal questionnaires, were used to determine a large number of 20 features of the EDA, to assess the emotional state of a user. Feature selection was performed using signal processing and analysis methods, while considering user declarations. The suitability of the designed system for detecting the level of emotional arousal was fully confirmed, throughout the number of experiments. The average classification accuracy for two classes of the least and the most stimulating movies varies within the range of 61-72%.
Entrepreneurship research typically emphasizes firm-level outcomes such as growth and performance. However, people pursue entrepreneurship for deeply personal, idiosyncratic reasons. Therefore, as in other self-organized human pursuits, how entrepreneurship relates to fulfillment and well-being is of utmost importance. In this paper, we provide an overview of the well-being concept, related research, and its connection to entrepreneurship. We define entrepreneurial well-being as the experience of satisfaction, positive affect, infrequent negative affect, and psychological functioning in relation to developing, starting, growing, and running an entrepreneurial venture. We explain this definition of entrepreneurial well-being and review significant developments in our field and the broader field of well-being. Highlights of social, technological and institutional trends illustrate key areas for future research that can enhance our understanding of these phenomena. The eight papers in this special issue focus on entrepreneurial well-being each offering a specific perspective on how scholars can theorize and study the antecedents and consequences of entrepreneurship related to well-being.
We examine how country-level institutional context moderates the relationship between three socio-cognitive traits-entrepreneurial self-efficacy, alertness to perceived business opportunities, and fear of failure-and entrepreneurial action. To do this, we blend social cognitive theory (SCT) with institutional theory to develop a multi-level model of entrepreneurial entry. We merge data from the Global Entrepreneurship Monitor (GEM) surveys and the Economic Freedom of the World (EFW) index for 45 countries from 2002 to 2012. Our results, which are based on a multi-level fixed-effects model, suggest that entrepreneurs' self-efficacy and alertness to perceived opportunities promote entrepreneurial action while fear of failure discourage it. However, the strength of these relationships depends on the institutional context, with entrepreneurial self-efficacy and alertness substantially more likely to lead to new ventures in countries with higher levels of economic freedom. These results suggest that economic freedom not only channels individual efforts to productive entrepreneurial activities, but also affects the extent to which individuals' socio-cognitive resources are mobilized to encourage high-growth entrepreneurship.
Hotel classification systems are popularly used to convey information about hotel facilities and services. Yet, they have been prone to criticism for overemphasizing infrastructure and facilities at the expense of other matters of importance to service quality. They may be further disparaged for not representing real guest expectations or for being indicators of price rather than quality. In contrast, online travel agents are using innovative methods to evaluate tourist satisfaction with hotels. Conventional hotel classification systems may be losing relevance, if they do not step up to consider service aspects directly associated with customer satisfaction. This chapter probes five hotel classification systems along with one online travel agent and leverages the relevant literature to propose a new framework for hotel classification. The proposed framework is based on nine critical areas that include hotel service quality, infrastructure, facilities and services, human resources, sustainability, safety and security, accessibility, quality systems, and online hotel ratings.
It is known that the Generation Z's, whose was born after 2000, character and mindsets are different according to previous generations. The generation Z who will participate or participated in the labor force shortly before, their expectations are different from other employees. Increasing workplace flexibility are more like work-life balance and career-oriented work faster. This study is to determine how the work perception of Generation Z. For the measurement of work perception, it is utilized the scale of organizational behavior Minnesota job satisfaction scale, personality inventory scales, at the same time it is planned to create a new scale. This study was carried out with 276 university students. In the analysis of the obtained data, it was used to chi-square test and ANOVA analysis.
Organisational innovation depends on individuals and managers fostering and maintaining the innovative capacities of the firm, where opportunity recognition is important for promoting corporate entrepreneurship. The study is unique in its focus on understanding opportunity recognition behaviours and motivators of employees and how these perceptions may influence corporate entrepreneurial activity. The study is conducted in an under-researched emerging market context, where 187 respondents were surveyed in the financial sector industry. The empirical findings indicate that employees perceive themselves as having high levels of opportunity recognition behaviours and motivators which are positively associated with willingness to engage in corporate entrepreneurial initiatives. The results further show that there is a significant positive relationship between opportunity recognition behaviours and the frequency of opportunities recognised. Implications highlight the importance of fostering opportunity recognition behaviours within an organisation and motivating employees to act innovatively.
Sentiment analysis predicts the presence of positive or negative emotions in
a text document. In this paper we consider higher dimensional extensions of the
sentiment concept, which represent a richer set of human emotions. Our approach
goes beyond previous work in that our model contains a continuous manifold
rather than a finite set of human emotions. We investigate the resulting model,
compare it to psychological observations, and explore its predictive
capabilities. Besides obtaining significant improvements over a baseline
without manifold, we are also able to visualize different notions of positive
sentiment in different domains.
Here we present an overview of some published papers of interest for the marketing research employing electroencephalogram (EEG) and magnetoencephalogram (MEG) methods. The interest for these methodologies relies in their high-temporal resolution as opposed to the investigation of such problem with the functional Magnetic Resonance Imaging (fMRI) methodology, also largely used in the marketing research. In addition, EEG and MEG technologies have greatly improved their spatial resolution in the last decades with the introduction of advanced signal processing methodologies. By presenting data gathered through MEG and high resolution EEG we will show which kind of information it is possible to gather with these methodologies while the persons are watching marketing relevant stimuli. Such information will be related to the memorization and pleasantness related to such stimuli. We noted that temporal and frequency patterns of brain signals are able to provide possible descriptors conveying information about the cognitive and emotional processes in subjects observing commercial advertisements. These information could be unobtainable through common tools used in standard marketing research. We also show an example of how an EEG methodology could be used to analyze cultural differences between fruition of video commercials of carbonated beverages in Western and Eastern countries.
Differences between positive and negative autobiographical memories are often explained with reference to hypothesized evolutionary functions. Generally, it has been proposed that autobiographical memory serves directive, self-, and social functions. However, the relationship between emotional valence and the three functions has never been studied. In Study 1, participants generated memories that mapped onto each of the three functions. Directive memories were dominated by negative emotion, whereas self- and social memories were dominated by positive emotion. In Study 2, participants generated their most positive and most negative memories, as well as their most frequent involuntary and most vivid flashbulb memories, and the three functions were measured through rating-scale questions. The directive function had the lowest ratings across all memory classes, but, consistent with the results of Study 1, positive memories were rated higher on the self- and social functions, whereas negative memories were rated higher on the directive function.
Until now, economic theory has not systematically integrated the influence of emotions on decision-making. Since evidence from neuroscience suggests that decision-making as hypothesized in economic theory depends on prior emotional processing, interdisciplinary research under the label of "neuroeconomics" arose. The key idea of this approach is to employ recent neuroscientific methods in order to analyze economically relevant brain processes. This paper aims to provide an overview of the current state of neuroeconomic research by giving a brief description of the concept of neuroeconomics, outlining methods commonly used and describing current studies in this new research area. Finally, some future prospects and limitations are discussed.
Holistic processing (HP) of faces refers to the obligatory, simultaneous processing of the parts and their relations, and it emerges over the course of development. HP is manifest in a decrement in the perception of inverted versus upright faces and a reduction in face processing ability when the relations between parts are perturbed. Here, adopting the HP framework for faces, we examined the developmental emergence of HP in another domain for which human adults have expertise, namely, visual word processing. Children, adolescents, and adults performed a lexical decision task and we used two established signatures of HP for faces: the advantage in perception of upright over inverted words and nonwords and the reduced sensitivity to increasing parts (word length). Relative to the other groups, children showed less of an advantage for upright versus inverted trials and lexical decision was more affected by increasing word length. Performance on these HP indices was strongly associated with age and with reading proficiency. Also, the emergence of HP for word perception was not simply a result of improved visual perception over the course of development as no group differences were observed on an object decision task. These results reveal the developmental emergence of HP for orthographic input, and reflect a further instance of experience‐dependent tuning of visual perception. These results also add to existing findings on the commonalities of mechanisms of word and face recognition.
Research Highlights
Children showed less of an advantage for upright versus inverted trials compared to adolescents and adults.
Relative to the other groups, lexical decision in children was more affected by increasing word length.
Performance on holistic processing (HP) indices was strongly associated with age and with reading proficiency.
HP emergence for word perception was not due to improved visual perception over development as there were no group differences on an object decision task.
Many scholars over the past two decades have contended that constant exposure to visually-oriented technologies makes younger individuals inherently more visually skilled than previous generations. The study presented here investigates this claim by using eye tracking to examine patterns in the ways in which individuals interact with visual stimuli, specifically journalistic photographs. Study participants included 29 college students aged 18–22 (mean = 19), and 20 non-student members of the university and surrounding community, aged 40–63 (mean = 50). Eye movements were recorded using a TobiiPro x2-60 eye tracker connected to a 17-inch gaming laptop. If younger individuals and older individuals have different levels of visual ability, there should be observable differences between the eye movements of the two groups. However, the differences observed between the two groups of participants were very limited and did not point to any consistent patterns that would suggest differing levels of skill at reading images.
Eye tracking has been utilized for decades to study perceptual processes in a range of fields, and it has proven particularly useful for studying how the viewing behaviours of experts and novices within a field differ from one another. This article reports on a study that uses eye tracking to examine patterns in the ways that visual communication experts and non-experts read journalistic photographs that they might encounter in their daily lives. Expert participants (29) were practitioners with a minimum of 4–5 years of experience in a visual communication field; non-expert participants (29) had no training in visual communication and had 0–1 year of experience. Participants viewed 10 images and answered a series of four questions about each image. Participant eye movements were tracked utilizing a TobiiPro x2-60 eye tracker connected to a 17-inch high-end gaming laptop. The literature suggests that there should be observable differences between the eye movements of experts and non-experts, with expert viewing behaviour being more efficient and effective. However, the differences between experts and non-expert participants in the study were inconsistent and far less extensive than expected. The article discusses possible explanations for these results and suggests directions for future studies.
Drawing on social cognitive career theory and institutional theory, we develop a multilevel and integrative model to examine the influence of entrepreneurial cognition factors (entrepreneurial self-efficacy and outcome expectations) on entrepreneurial opportunity recognition (EOR). We also consider the moderating effect of contextual factors (normative and regulatory dimensions) on the relationship between entrepreneurial factors and EOR. We use the information provided by both the Adult Population Survey of Global Entrepreneurship Monitor project (2006–2016) and the Economic Freedom of the World 2018 Annual Report of the Fraser Institute. After combining both sources, we applied a multilevel analysis to a sample of 293,126 entrepreneurs from 97 countries. We found that self-efficacy and outcome expectations positively influence EOR. The regulatory and normative dimension positively moderates the relationship between self-efficacy and EOR, but the effects of outcome expectations on EOR are not reinforced by any institutional factors.
This study aims to analyse the behaviour of consumers when they buy books online, and analyse the law of their scanning of the products and their focus when they check the information. In the experiment, 20 subjects must follow the instruction to complete two specific tasks, and the eye tracker recorded their eyes' movement data automatically. According to the heat map, researchers divided the area of interest (AOI) which got the attention of subjects and analysed the data in the AOI. Combined with the interview and analysis, they found that: a) The customers tend to view pages following an 'F' pattern: attention is largely focused on the upper and left part; b) the upper part of webpage is more attractive than the lower part; c) in terms of text, Dangdang.com is more attractive than Amazon because Amazon has a cluttered text typography; d) consumers like to check the goods' information and the comments of the goods when they choose them; e) Dangdang.com's operation is simpler than Amazon when they are completing the order.
While service activities in the tourism sector are collectively recognized as a cause of potential adverse effects on the environment, intangibility remains a widely-accepted feature within the understanding of the nature of services in general. Debating service materiality and encouraging a good environmental performance from accommodation businesses is important when seeking to promote sustainable tourism. This paper aims to discuss the materiality of accommodation services, by adopting the theoretical framework of the nature of services and the concept of life cycle thinking. The research is based on a) the application of the concept of life cycle thinking in order to analyze the data collected in the literature review on the environmental performance of accommodation services, and to describe the inputs and outputs associated with the environmental aspects of the product provided by accommodation businesses; b) the use of an analytical structure for the service triangle in order to address the sources of service materiality. The results show the main sources of accommodation service materiality that manifests in the material support required for the provision of services: goods used and/or processed to meet the demands of guests; physical facilities (hotel units [bedrooms, bathrooms, suites], restaurants, swimming pools, laundry rooms etc.); and other Material Systems (equipment, heating systems, cooling systems, food cooking systems etc.). The interaction between services and the environment originates from sources of materiality and manifests itself through environmental aspects in the product life cycle stages.
Driven by the increasing popularity of social commerce sites, this study seeks to examine the information sources and formats that influence consumer intentions to purchase. Specifically, we build on uses and gratifications theory and dual-process theory to determine how user-generated content and marketer-generated content are consumed by users when making a purchase decision. Using an eye-tracking approach on a popular social commerce site with a sample of 23 consumers, we find significant differences in the types of information used for product purchase compared to those omitted. Our study demonstrates that the format and source of information that consumers utilize, as well as the gaze transitions they make between different types of content when browsing, follow different patterns depending on if a product is bought or rejected. We conclude the paper summarizing the findings and drawing theoretical and practical implications that arise.
Little is known about the drivers of entrepreneurial decisions during war. We empirically
examine the effects of perceived danger, entrepreneurial self-efficacy, and resilience on
entrepreneurial intentions in adverse conditions with primary survey data from Afghanistan.
Our findings suggest that perceived danger is negatively related to an individual’s entrepreneurial
intentions, but marginally less so among highly resilient individuals. Our findings
also suggest that even under conditions of war, individuals develop entrepreneurial intentions
if they are able to grow from adversity (resilience) and believe in their entrepreneurial
abilities (entrepreneurial self-efficacy). Practical implications for role modeling and entrepreneurship
training are then discussed.
Market researchers traditionally just ask consumers what they want. Can brain imaging really provide a better solution?
This paper examines the attributes which influence customers’ decisions to return to a restaurant for another meal. The restaurant sector is one of the fastest growing sectors within the context of the Spanish economy and looks likely to continue its development into the future. The implementation of Total Quality (TQ) systems in the tourist industry is still a recent phenomenon in Spain. Hence the importance of the client’s satisfaction, resulting in the acquisition of an optimum quality level: i.e. cooking is culture and it has to be culturally adapted and promoted. The survey reported in this paper on the customers of Spanish restaurants has gathered the perception of quality according to a Likert scale from zero to ten. Male customers did not rate the attributes differently from female customers. Quality of food was rated as the most important attribute, followed by quality of service, cost/value of the meal, and place/ambience of the restaurant.
Purpose
The purpose of this paper is to examine key factors influencing students' intent to create a new venture. Based on Ajzen's theory of planned behaviour and Autio's model of intention, it aims to develop a model of entrepreneurial intent that incorporates both human and environmental factors. Specifically, the proposed model aims to focus on three constructs to predict the entrepreneurial intent, i.e. general attitudes (toward money, change, and competiveness), the attitude toward entrepreneurship, and the perception of the university environment and regional start‐up infrastructure.
Design/methodology/approach
In June 2005, 35,040 students of medicine, law, and technical, natural, social and business science from seven universities in Austria (electronic survey) were contacted. The response rate was 8.10 per cent. A total of 2,124 cases were considered in the final analysis. A multiple linear regression model with attitudes, perceptions of environment conditions, and selected control variables (age, gender, field of study) was estimated to test the hypotheses.
Findings
With the exception of the attitude toward competitiveness, all other paths regarding general and specific attitudes are significant. Pertaining to the environment conditions, only significant effects of the university on students' interest in business founding were detected. Other environment factors have no impact on entrepreneurial intention among students in Austria. In addition to that, significant differences in entrepreneurial intent regarding age, gender and field of study were found. Despite variation in the intent level between students of different fields of study, any significant differences in the effects of predictor variables on the entrepreneurial intent among the investigated student population were not discovered.
Research limitations/implications
Future research should place more emphasis on interaction between personal and environmental factors. Besides, students' social networks (family and friends) should be included in the analysis of entrepreneurial career decision. Practical implications – The universities in Austria should more extensively address entrepreneurship education to students of other subjects than business sciences. An important component of entrepreneurial training is a social learning process. In this respect, inviting successful entrepreneurs (role models) to the lectures or enabling students small business experience via interaction with local entrepreneurs can be viewed as supportive actions. Developing entrepreneurial skills as crucial life capacities should be the main target of all university faculties.
Originality/value
The paper lays the foundation for a better understanding of the “intent preconditions” in the context of new venture creation, particularly in the context of Austrian students.
Purpose
The purpose of this paper is to briefly cover the origins of neuromarketing, explain the process in layman's terms, enumerate some of the findings in anecdotal form, and suggest future consumer behavior research directions based on these findings.
Design/methodology/approach
The discussion of neuromarketing in this paper is based on reports of both a theoretical and applied nature. Their contents have been synthesized and placed into context by showing how they relate to traditional marketing research approaches and assumptions.
Findings
While there are no concrete findings, preliminary assessments suggest that traditional, inferential assumptions about consumer behavior might be less powerful and explanatory than once believed. Combining neural activity images with conventional tools may produce more effective marketing practices.
Research limitations/implications
Because this is an emerging field and still controversial, some of the key information is proprietary and/or fairly presumptive at this time. Cautions and criticisms have been included to counterbalance that point.
Practical implications
Understanding what is happening in this emerging field of inquiry is essential for anyone who believes that marketers can change the probability of a favorable response from consumers. The use of neuromarketing, if proven through use, has the capability of fundamentally changing how we design, promote, price, and package our products.
Originality/value
The marriage of cognitive neuroscience and marketing practice is a new field of inquiry. This paper provides a useful, non‐technical introduction.
a b s t r a c t This paper investigates an essential aspect of the entrepreneurial personality: why women's self-employment rates are consistently lower than those of men. It has three focal points. It discriminates between the preference for self-employment and actual involve-ment in self-employment using a two (probit) equation model. It makes a systematic dis-tinction between different ways in which gender influences the preference for and actual involvement in self-employment (mediation and moderation). It includes perceived ability as a potential driver of self-employment next to risk attitude, self-employed parents and other socio-demographic drivers. A representative data set of more than 8000 individuals from 29 countries (25 EU Member States, US, Norway, Iceland and Liechtenstein) is used (the 2004 Flash Eurobarometer survey). The findings show that women's lower preference for becoming self-employed plays an important role in explaining their lower involvement in self-employment and that a gender effect remains that may point at gender-based obstacles to entrepreneurship.
Research indicates that family experiences constitute a powerful socializing influence on the values, attitudes, and behaviors people adopt over the course of their lives. Incorporating theoretical research using the Theory of Planned Behavior [Ajzen, I. Residual effects of past on later behavior: Habituation and reasoned action perspectives. Personality and Social Psychology Review 2002; 6(2): 107–122.] the mediating effects of attitudes towards business startup, perceived family support, and entrepreneurial self-efficacy (ESE) on entrepreneurial intent are tested using a sample of 308 individuals. Consistent with theory, results suggest significant direct and indirect effects of prior family business exposure on entrepreneurial intent, through the mediation variables of attitudes towards business ownership, perceived family support, and ESE.
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