While an earlier blog post focused on emotional advertising and its positive effect on advertising success, this post summarizes a study which extents this research by including sequentially improving advertisements, i.e. spots that start with a negative emotion but move towards a positive emotion in the end. The study concentrated on a sustainable product relevant for Generation Z presented on the social media platform Instagram via videographic stimuli (see also our blog post series about sustainable consumption).
Current market conditions and today’s information overload require advertisers to drastically change their strategies. In fact, informative advertising is increasingly losing its effectiveness. An alternative approach is emotional marketing (O’Shaughnessy & O’Shaughnessy, 2002), which aims at influencing consumers’ buying decisions by advertising on an emotional level. Emotions have the ability to impact thoughts, behaviours, and other fundamental processes (Levenson, 2011). In addition to the arousing effect, emotions also have other positive effects, such as improved reception of the advertising message or generally an increase in consumers’ advertising acceptance. Viral marketing takes this advertising approach one step further, as it relates to consumers voluntarily forwarding advertisements on social media. This post summarizes two studies which explored the effect of emotions on the likability and ultimately virality of online advertisements.
In one of our earlier blog posts, we have reported on the power of digital recommendations in the form of electronic word-of-mouth product reviews. So we know that recommendations of other users in form of product reviews are relevant for consumers when making purchase decisions. In addition to that, social media channels have become an indispensable part of everyday life and are, first of all, a valuable communication tool. In fact, social networks accumulate approximately 4.2 billion active users worldwide (DataReportal, 2021). Even more important for consumer research is, that these networks are also increasingly used as a source of information for purchase decisions, as consumers believe the recommendations of other users more than advertising (Tokarski, Schellinger & Berchtold, 2017). A study (Bundesverband für Digitale Wirtschaft e.V., 2019) found, that one in five social media users has already been inspired to buy a product by an influencer, meaning opinion leaders who help companies raise awareness about their products or services. Hence, companies are increasingly integrating influencers into their marketing strategies to ultimately influence social media users. However, the challenge for companies is to select credible influencers from the high number of potential cooperation partners, as credibility is an essential aspect for the influencers’ persuasive power.
Subscription or flat rate models are flexible alternatives which have been used for many years now, especially in relation to large data bases which are now available, for instance, to Netflix or Spotify customers. Hence, it is worth to explore more flexible usage models, not only in the media (e.g., streaming or music), but in the automotive industry as well. Indeed, especially young drivers or people living in the city, seem to prefer having a car ready to use for a specific time period when needed instead of owning the vehicle. Thus, compared to typical options drivers have, i.e. buying or leasing a vehicle, subscription or flat rate models offer drivers a way to book a vehicle in a flexible way which can be canceled at any point.
Recently, autonomous robots have been utilized increasingly for the delivery of food and packages. Even though these electrically powered vehicles have been used in the U.S. since 2018, pilot projects are just now becoming more popular in Germany. Due to their advantages for customers and society as a whole, delivery robots could become an important aspect of the scenery in future cities. More specifically, deliveries carried out by autonomous robots are environmentally friendlier and an efficient answer to the growing number of online deliveries. Furthermore, customers expect high flexibility as well as fast, but less-costly deliveries – demands which can be met by autonomous robots. However, user acceptance is essential for the successful implementation of this innovation. So far, user acceptance research surrounding autonomous delivery robots is limited and there is little empirical literature considering different application scenarios of the technology. Thus, two students of our business psychology program investigated factors influencing the customers’ acceptance of autonomous robots for last mile transportation of goods with a focus on current as well as potential future application scenarios.
“Artificial intelligence” (AI) is ubiquitous in our everyday lives these days. While the technology is incorporated not only into smartphones, translators, voice assistants and self-driving cars, it has now also pathed its way into the art world. For instance, AI is able to recreate paintings of well-established artists (Iansiti & Lakhani, 2020), but can generate original art styles (Schwab, 2017), songs (Vincent, 2016), or poems as well (Gibbs, 2016). It is usually impossible for people to distinguish between human-made and AI-created art, hence, they often place high artistic (Elgammal et al., 2017) as well as monetary value on AI artwork (BBC, 2018). A recent study titled “Defending humankind: Anthropocentric bias in the appreciation of AI art” published in Computers in Human Behavior investigated how people react to art created by AI systems and labeled as such, compared to artwork labeled as human-made.
Since the 1980s, Computer Supported Cooperative Work (CSCW) technologies have been developed and increasingly utilized to ensure digital collaboration of employees within and between organizations. The need for ways to work remotely and time-independently across various countries requires the implementation of digital collaboration tools now more than ever. Besides, the global Corona pandemic required a quick and efficient response of companies worldwide which served as a ”digitalization booster” regarding digital and remote working. Yet, the employees’ missing acceptance and corresponding resistance towards using these tools represents a substantial obstacle for organizations. Hence, employers need to consider which implementation measures are effective in securing acceptance and successful adaptation of novel technologies.
Innovative mobility concepts have repeatedly been the subject of our research. This blog post summarizes the study results on the acceptance of hyperloop, a transportation method based on low pressure tubes and a magnetic levitation belt. Hyperloop promises a faster and more energy-efficient alternative, especially compared to airplanes. As with most innovations, one major challenge is gaining the acceptance of (potential) users. Due to the limited knowledge among the general public and little research around hyperloop, this study aimed at identifying the factors impacting user acceptance of hyperloop while focusing on different levels of the users’ knowledge about them.
As we have mentioned, quality seals and clean labels require specific conditions to be met whereby companies need to consider their individual trade-off between the potential positive effects on consumer perceptions and the resources needed to fulfil their requirements. From a company’s perspective, meeting these requirements potentially leads to higher costs, for instance. Thus, as not all companies utilize quality seals on their packaging, we would like to answer the question of how relevant quality seals and labels are in comparison to other design elements in terms of sustainability or naturalness. How effective are quality seals compared to alternatives?
In our first post of the sustainable consumption blog series, we concluded that quality seals communicate sustainability, but consumers have limited knowledge of their meaning and an overly positive image of them. To draw more specific implications, we attempt to answer the question which quality seals and labels consumers accept the most when buying products. Do all quality seals serve the same positive effect? Finding answers to this question is especially relevant for companies as various quality seals require different levels of conditions to be met.
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