2012 12-19 3 interesting papers
TRANSCRIPT
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INTERESTING PAPERSKATRINA
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WHAT DOES THE BRAIN TELL US ABOUT TRUST AND DISTRUST?
EVIDENCE FROM A FUNCTIONAL NEUROIMAGING STUDY
Angelika DimokaMIS Quarterly / June 2010
Functional magnetic resonance imaging(FMRI)
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WHAT DOES THE BRAIN TELL US ABOUT TRUST AND DISTRUST?
EVIDENCE FROM A FUNCTIONAL NEUROIMAGING STUDY
TRUST
DISTRUST
Trust/Distrust Stimuli
(Seller Feedback Profiles)
Neural Correlates
Of Trust/Distrust
Effects of
Trust/Distrust
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AFFECT IN WEB INTERFACES: A STUDY OF THE IMPACTS OF WEB PAGE VISUAL COMPLEXITY AND ORDER
Liqiong Deng & Marshall Scott PooleMIS Quarterly / Dec 2010
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AFFECT IN WEB INTERFACES: A STUDY OF THE IMPACTS OF WEB PAGE VISUAL COMPLEXITY AND ORDER
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AFFECT IN WEB INTERFACES: A STUDY OF THE IMPACTS OF WEB PAGE VISUAL COMPLEXITY AND ORDER
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Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts?
Jaime Noriega & Edward Blair Journal of Marketing / Sep 2008
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Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts?
self-referent
• Self-referent processing also facilitates positive thoughts and memories, the affect for which can get transferred to the advertisement or brand
• Self-referent processing consists of autobiographical thoughts (thoughts about life experiences) and thoughts about targets associate with the self.
Ogilvie and Ashmore 1991
Stayman and Unnava 1997
FFHH-related thoughts
• advertisements presented in bilinguals’ native language are more likely to evoke associations that match that language—specifically, the bilingual’s associations with family, friends, home, or homeland (hereinafter FFHH)—than advertisements presented in English.
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Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts?
Translate
into
native
language
WHAT THEY FEEL?
“I was reminded of the delicious food
my mother makes”
“... about my aunt’s fried steak fingers”
“... chicken cooking in the skillet in Mexico”
Analysisdata
Translate Condition
No-Translate Condition
FFHH-related thoughts
10.5% 1.6%
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• Native-language advertisements elicit a higher proportion of FFHH-related thoughts than second-language advertisements.
• the effect is stronger for advertisements in native-language contexts than for those in second- language contexts.
• A rise in the proportion of FFHH-related thoughts results in more positive attitudes toward the ad and the brand and higher purchase intentions.
Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts?
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Proportion of
FFHH thoughts
Language of the
advertisement
Language X
consumption
context
Consumption
context
AttitudeTowardThe ad
AttitudeToward
The brand
Purchaseintentions
Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts?