The measurement of meaning

House of Quality

The Internet makes it possible for consumers to obtain electronic word of mouth from other consumers. Customer comments articulated via the Internet are available to a vast number of other customers, and therefore can be expected to have a significant impact on the success of goods and services. This paper derives several motives that explain why customers retrieve other customers' on-line articulations from Web-based consumer opinion platforms. The relevance of these motives and their impact on consumer buying and communication behavior are tested in a large-scale empirical study. The results illustrate that consumers read on-line articulations mainly to save decision-making time and make better buying decisions. Structural equation modeling shows that their motives for retrieving on-line articulations strongly influence their behavior.

Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet

Findings of two experimental studies show that Instagram influencers with high numbers of followers are found more likeable, partly because they are considered more popular. Important, only in limited cases, perceptions of popularity induced by the influencer's number of followers increase the influencer's perceived opinion leadership. However, if the influencer follows very few accounts him-/herself, this can negatively impact popular influencers’ likeability. Also, cooperating with influencers with high numbers of followers might not be the best marketing choice for promoting divergent products, as this decreases the brand's perceived uniqueness and consequently brand attitudes.

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Marketing through Instagram influencers : the impact of number of followers and product divergence on brand attitude

https://www.bmj.com/content/bmj/1/5125/836.2.full.pdf

Dictionary of psychology

Attitude toward the brand (Ab) and purchase intentions (PI) are two pivotal and popular constructs that have been routinely used by advertising scholars and practitioners. Despite their popularity, standard scales, with known psychometric properties, for measuring Ab and PI are not available. Furthermore, these two constructs might not be empirically distinguishable. On the basis of scales reported in prior studies, the authors develop measures of Ab and PI and assess their psychometric validity within a well-established, attitude toward the ad (Aad) theoretical framework. Implications of their findings are discussed.

Measuring Attitude toward the Brand and Purchase Intentions

Purpose – The aim of this paper is to investigate bank choice/selection criteria in a range of cultural and country economic scenarios. More specifically, the purpose of this study is to understand international consumers' selection criteria of banks using the USA, Taiwan, and Ghana as illustrations.Design/methodology/approach – Following a literature review, the paper adopts the classical multi‐step scale development process which demanded that thorough attention be paid to every step of the process. The study employed exploratory and confirmatory factor analyses to assess the reliability of the results.Findings – The study reveals three key dimensions/factors/strategies that are consistent across all three economies. The paper concludes that open and liberalized business climate appear to explain consumers' decisions.Research limitations/implications – This research is based on the college student cohort and thus the results do not represent the public. This poses generalizability questions without furt...

Determinants of banks selection in USA, Taiwan and Ghana

A home page is the gateway to an organization's Web site. To design effective Web home pages, it is necessary to understand the fundamental drivers of user's perception of Web pages. Not only do designers have to understand potential users' frame of mind, they also have at their choosing a stupefying array of attributes - including numerous font types, audio, video, and graphics - all of which can be arranged on a page in different ways, compounding the complexity of the design task. A theoretical model capable of explaining user reactions at a molar level should be invaluable to Web designers as a complement to prevalent intuitive and heuristic approaches. Such a model transcends piecemeal page attributes to focus on overall Web page perceptions of users. Reasoning that people perceive the cyberspace of Web pages in ways similar to their perception of physical places, we use Kaplan and Kaplan's informational model of place perception from the field of environmental psychology to predict that only two dimensions: understanding of information on a Web page, and the involvement potential of a Web page, should adequately capture Web page perception at a molar level. We empirically verify the existence of these dimensions and develop valid scales for measuring them. Using a home page as a stimulus in a lab experiment, we find that understanding and involvement together account for a significant amount of the variance in the attitude toward the Web page and in the intention to browse the underlying Web site. We show that the informational model is a parsimonious and powerful theoretical framework to measure users' perceptions of Web home pages and it could potentially serve as a guide to Web page design and testing efforts.

https://link.springer.com/content/pdf/10.1057%2Fpalgrave.ejis.3000525.pdf

Understanding web home page perception

The purpose of this study is to investigate differences in time pressure and information between two broad classes of promotional offers: (1) “advanced receipts” in which consumers are encouraged to expedite the purchase of a good or service to take advantage of coupons, rebates, price-offs, premiums, etc.; and (2) “delayed payments,” in which consumers are urged to “buy now and pay later.” A content analysis of 222 promotional offers was conducted using the time and outcome valuation model as a theoretical basis for understanding the role of time pressure in terms of time allowed before the offer expiration as well as copy and information in these different types of promotional offers. The findings indicate that delayed payment offers allow less time to participate than advanced receipt offers, have more time pressure copy for those promotional offers giving a deadline and provide more information.

Time Pressure and Information in Sales Promotion Strategy: Conceptual Framework and Content Analysis

This paper applies the visual rhetoric model to celebrity gender images in magazine advertising. A content analysis of 207 ads containing celebrity endorsers was conducted. Results suggest that male celebrities are associated more with a visual plus verbal presentation mode and with functional product benefits. Conversely, female celebrities are associated more with a visual only presentation mode and psychosocial product benefits. Both theoretical and practical implications are offered, along with future research suggestions.

Nancy Spears

Papers

Measuring Attitude toward the Brand and Purchase Intentions

Determinants of banks selection in USA, Taiwan and Ghana

Understanding web home page perception

Time Pressure and Information in Sales Promotion Strategy: Conceptual Framework and Content Analysis

Celebrity Images in Magazine Advertisements: An Application of the Visual Rhetoric Model