Academic literature on the topic 'Interactive marketing Psychological aspects'
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Journal articles on the topic "Interactive marketing Psychological aspects"
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Wu, Juan. "Study on the Design of Virtual Apparel Fitting System and the Application of Motion Capture Technology in Electronic Commerce." Applied Mechanics and Materials 519-520 (February 2014): 405–11. http://dx.doi.org/10.4028/www.scientific.net/amm.519-520.405.
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According to the users needs of online virtual apparel fitting, the paper emphasize on the analysis about construction method and improved technology of 3D virtual apparel fitting interactive platform, design and implement with realistic 3D effect function. According to the reality of peoples choice, psychological and behavioral characteristics of trying on clothes, we study and put forward the targeted solutions. From dynamic customizations of the human body, clothing, the fitting and interactive control of several major aspects such as design, we design and develop a similar to the real life of 3D virtual apparel fitting system. The users experience new stereo feeling. We provide a new Internet marketing mode for clothing enterprises. Mainly we do the following: Firstly Design of 3D virtual apparel fitting network structure. Secondly, Using motion analysis method, exploring the possibilities of the motion capture technology, the real action is added to the 3D models.
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Shandrivska, Oksana, and A. Kira. "Applied aspects of design market research on marketing basis." Management and Entrepreneurship in Ukraine: the stages of formation and problems of development 2022, no. 1 (June 1, 2022): 177–88. http://dx.doi.org/10.23939/smeu2022.01.177.
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The Ukrainian market of graphic design, which belongs to the sphere of creative industries, demonstrates high rates of development. The derivative nature of commercial demand for graphic design services, including professional design services, is determined by the dominance of video content in the network, the introduction of innovative technologies through digitalization of virtual space in the formation of social media feeds, loyal attitude of the target audience to integrate advertising, personalized and relevant offer active development of stock image, video and music platforms. The total amount of taxes paid by the design industry during 2016-2018 amounted to UAH 259 million. In 2019-2020, the amount of taxes paid by this sector will increase one and a half to two times a year. The individualization of advertising appeals has led to the need for in-depth study of the content and characteristics of attributes and values of goods that influence consumer purchasing decisions by marketers, designers and other professionals in related fields. A separate area of research is to study the impact of the psychology of design decisions on increasing the loyalty of end users and increase sales of companies in the sector. The application of a customer-oriented approach in the Ukrainian graphic design sector actualizes the identification of the tasks facing design from the standpoint of marketing approach. The aim of the study is to present the results of the study on the impact of psychological aspects of design decisions on the effectiveness of customer companies through such marketing tools as increasing brand awareness, increasing loyalty of end users, deepening interaction with content, feedback and more. Graphic design is an integral part of industrial and trade policy, as well as one of the marketing tools used in the process of product creation and customer service, pricing, advertising, branding, merchandising and more. The main tasks of design stem from the mastery of basic psychological principles in creating the concept of design (von Restorf effect, Gestalt principles, visceral reaction, color psychology, psychology of form, double coding theory, cognitive load theory). The expansion of marketing areas of design in the practice of service providers has led in the largest cities of Ukraine to the formation of sustainable design communities, the beginning of professional design activities, the introduction of niche publications, public procurement and more. As a result, there is an increase in the capacity of the design market – the total cost of procurement of design services for the period 2016 – by August 2019 increased to UAH 62 million. It has been established that the biggest competitors in the market of graphic design of Ukraine are now the design agency «MUZIKA.UA», graphic design studio SHANKA; Bypaul design studio; BRANDME; Wezom; Marat and Abordazh. On the example of projects of the agency «MUZIKA.UA», a leader in the design market, analyzed the effectiveness of design decisions in terms of: brand awareness, by measuring the average website traffic, levels of interaction with content, sales growth and market share due to design solutions per month. Based on the study of the economic situation in the design market of Ukraine, the practical involvement in the market of graphic design of one of the authors allowed to identify the main problems of market development. By identifying the main problems of the development of the graphic design market, directions for solving problems have been formed and proposed for practical use. The intensification of intra-industry competition requires a study of the levels of concentration in the target markets of graphic design, taking into account the risks of marketing and financial activities, which should be the subject of a separate study.
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Масеитова, А. "MODERN TRENDS AND PROBLEMS OF INTERACTION OF BUSINESS SUBJECTS IN THE SALES SYSTEM." Vestnik Bishkek state university af. K. Karasaev 1, no. 59 (April 28, 2022): 5–7. http://dx.doi.org/10.35254/bhu/2022.59.5.
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The article discusses five strategic directions of market-oriented company management from the author P. Winkelmann. Despite the well-known scientific and practical achievements in the field of marketing, it can be said that there are a number of unresolved issues related to the management of the marketing system within the company and the establishment of interaction between business entities. This is especially true for companies selling technically complex products. Such companies create a marketing network, not a sales channel, that develops ways to deliver goods and services to average or end consumers. The problem of such companies is the sale of technically complex goods, in addition to product characteristics, staff competence or commercial aspects of interaction (range, prices, delivery terms), important indicators of psychological communication are established, such as trust, willingness to cooperate, willingness to work together and compromise.
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Rokonuzzaman, Md, Atmadeep Mukherjee, Pramod Iyer, and Amaradri Mukherjee. "Relationship between retailers’ return policies and consumer ratings." Journal of Services Marketing 34, no. 5 (April 13, 2020): 621–33. http://dx.doi.org/10.1108/jsm-09-2019-0340.
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Purpose Return policies are major risk-allaying cues for customers, yet they are a critical cost/lost-sales for retailers. Despite their importance in the retailing industry, few studies have examined the interplay of return policies with other cues that customers use to make a purchase decision. Toward this end, this study aims to investigate the interaction effects certain salient high-scope and low-scope cues, such as consumer ratings and brand image, and retailers’ return policies have on consumer purchase decisions. Design/methodology/approach Building on literature from signaling theory and cue scope literature (high-scope and low-scope cues), the authors develop a research model that hypothesizes the interrelationships between return policies, price discounts, customer product ratings and brand image. Three experimental studies investigate the potential interplay between return policies (lenient vs stringent), price discounts (low vs high), customer product ratings (low vs high) and brand image (high vs low) on quality certainty perceptions and purchase intentions. The mediating effect of quality certainty perceptions on the interplay of various factors (return policy, price promotions, consumer ratings and brand image) and customer purchase intentions is also investigated. Findings Results indicate that a lenient return policy will have a positive effect when consumers encounter high scope cues that signal undesirable aspects of the product (i.e. low consumer ratings, low brand image). In contrast, when high scope cues signal desirable aspects of the product (i.e. high consumer ratings, high brand image), it attenuates the effects of return policy. The findings suggest that quality certainty acts as a psychological process. Research limitations/implications Service researchers should seek to examine the role of return policies in a more comprehensive manner. Practical implications Return policies are important cues for consumers while making purchase decision. Thus, retailers need to realize that these policies may need to be more dynamic or tiered, rather than one-size-fits-all. Originality/value This study provides a more comprehensive view of how consumers consider multiple cues simultaneously in decision-making. Literature has mainly examined the interactions between different high-scope and low-scope cues, but there has been limited research directed toward the interplay between multiple high-scope cues.
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Xu, Yong, Qian Wang, Rachel Edita O. Roxas, Yutao Sun, Xiaoyu Li, and Xizhi Lv. "ONLINE SHOPPING USER PORTRAIT MODEL CONSIDERING PSYCHOLOGICAL AND EMOTIONAL FACTORS." International Journal of Neuropsychopharmacology 25, Supplement_1 (July 1, 2022): A21. http://dx.doi.org/10.1093/ijnp/pyac032.028.
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Abstract Background With the emergence of Web 3.0 era, more and more enterprises begin to pay attention to the research of “personalization”. Personalized recommendation is not only through the simple classification of users' basic attributes, but also through the collection of various content data generated by users on the network, in-depth analysis of text, statistics of user behavior and other methods to find hidden user interests, so as to provide personalized services more accurately. As a data analysis tool, user portrait model can better obtain the effective information of users and describe the characteristics of user groups. It is widely used in personalized recommendation, precision marketing, behavior prediction, anomaly detection and other fields to improve service efficiency and user satisfaction. Research Objects and Methods Analyze and quantify the emotion of the comment text in detail. After extracting the main aspects of users' attention to the product, the real emotion expressed by users who buy the product is calculated, and a user portrait model with multi-attribute features is proposed. This paper constructs a multi-dimensional user portrait index system from four aspects: user basic attributes, interaction attributes, feedback attributes, psychological and emotional attributes and situational attributes. Secondly, based on entropy theory, the overall interaction value a is calculated according to the interaction index value; Then, the user evaluation SC and user comment emotion se are taken as the indicators of user feedback attributes. Then, TF-IDF method is used to distinguish the important features of users' psychological interest, and the feature weight of interaction index is obtained to show the differences between users. Finally, a portrait model considering emotional factors is established. In order to verify the impact of user portrait model on customer emotion, this study uses relevant women (half and half) to participate in this study. The experimental design, screening method, dependent variable index and experimental method are the same as above. Examples of receiving instructions are as follows: the red circle will prompt, and then there will be negative emotional stimulation. Even if it makes me feel unhappy, it is normal. I should fully accept the unpleasant feeling and let my feeling flow naturally without controlling it. The guidelines for avoidance are as follows: the red circle will prompt, and then there will be negative emotional stimulation. Although I don't know what the specific content is, I should try my best to avoid this stimulation and avoid this negative emotional feeling. A series of experiments were conducted to explore how different cognitive styles of healthy individuals affect the emotional effects caused by expectation and the regulation of expectation on the emotional arousal of subsequent stimuli. Study 4.3 intends to further investigate whether and how adaptive cognitive style training can change the excessive negative expectations of anxiety patients (taking high trait anxiety as an example), so as to intervene in clinical anxiety symptoms. This study intends to screen and recruit 180 subjects with high trait anxiety from college students (90 men and 90 women). According to previous studies, it is planned to measure the State Trait Anxiety Questionnaire (measuring the level of state anxiety and trait anxiety) and the positive emotion Negative Emotion Scale (measuring mood state) among college students. Subjects with more than 85% of the normal distribution of trait anxiety scores were regarded as subjects with high trait anxiety. The above subjects were randomly divided into four groups: separate reappraisal training group, active reappraisal training group, training group and their respective control group (30 in each group, half male and half female). Before starting the cognitive style training program, the negative expectations and emotional effects of the subjects in the experimental group and the control group (taking behavior, skin electricity and EEG as indicators) were pretested. The negative expected intensity was measured by uncertain cue. Results The subjects in the experimental group then received cognitive style training, and the subjects in the control group received control training for 3 months. After the training, the four groups of subjects were measured again for state trait anxiety, negative expected intensity and positive effect scale. Through the comparison between the experimental group and the control group, finally comprehensively evaluate the intervention effect of cognitive style training on excessive negative expectation and trait anxiety symptoms. Conclusions The model can describe the interests and preferences of different user groups more carefully and accurately, and provide effective support for personalized services. In short, we should integrate relevant designs according to our own advantages and characteristics. With the goal of excellent brand design examples, regularly hold successful model sharing, experience introduction, project display and other activities, establish successful brand examples for building customers' positive emotions, clarify the specific objectives of the activities, give full play to the concentration of professionals, high IQ and professional knowledge in the commercial field, give full play to the advantages of talents and intelligence, and organize experts and scholars to form a professional bid winning guidance team, Give full play to the role of professional experts and scholars in commercial projects in this field and carry out scientific research on relevant projects. Acknowledgments This work was supported by Philosophy and Social Science Planning project of Anhui Province under Grant No. AHSKF2021D31.
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Vanderveer, Richard B. "Psychological Aspects of Exchange in Marketing." Journal of Pharmaceutical Marketing & Management 3, no. 3 (January 1989): 31–43. http://dx.doi.org/10.3109/j058v03n03_04.
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Vanderveer, Richard. "Psychological Aspects of Exchange in Marketing." Journal of Pharmaceutical Marketing & Management 3, no. 3 (May 16, 1989): 31–43. http://dx.doi.org/10.1300/j058v03n03_04.
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Hu, Xiaohan, and Kevin Wise. "How playable ads influence consumer attitude: exploring the mediation effects of perceived control and freedom threat." Journal of Research in Interactive Marketing 15, no. 2 (May 5, 2021): 295–315. http://dx.doi.org/10.1108/jrim-12-2020-0269.
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Purpose The playable ad is a new type of digital advertising that combines interactivity with gamification. Guided by psychological reactance theory, this study aims to explore the psychological processes and effects of playable ads on consumers’ perceived control and product attitudes. Design/methodology/approach This paper conducted two experiments to examine the relationship between playable ads, perceived control and product attitude. This paper also applied psychological reactance theory and investigated whether perceived control triggered by the interactive features of playable ads influenced psychological reactance toward them. Findings Findings from two experiments show that playable ads, compared to video ads, increased consumers’ perceived control, which, in turn, led to more positive attitudes toward the advertised products (Studies 1 and 2). This study also supports psychological reactance theory by revealing that increased perceived control diminished perceived freedom threat and subsequently alleviated consumers’ psychological reactance toward advertising messages (Study 2). Originality/value This study sheds light on the effectiveness of a new type of ad-game integration – playable ads. Different from prior research in gamification of advertising, this paper examined the effectiveness of playable ads in an information processing context in which the ads were not the primary task to focus on. This study also extends psychological reactance theory in the context of interactive marketing by exploring the effect of perceived control afforded by digital message features in mitigating reactance.
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JACKO, JULIE A., and RICHARD J. KOUBEK. "The psychological, physiological and engineering aspects of interactive systems design." Ergonomics 46, no. 1-3 (January 2003): 1–2. http://dx.doi.org/10.1080/00140130303532.
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Dašić, Dejan, Nataša Milojević, and Aleksandra Pavićević. "Ethical aspects of guerrilla and ambush marketing." Ekonomski signali 15, no. 2 (2020): 49–69. http://dx.doi.org/10.5937/ekonsig2002049d.
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The paper analyzes the ethical aspects of guerrilla and ambush marketing in the time of the great crisis of the advertising industry and sponsorship agreements. Guerrilla marketing is a creative, imaginative, unexpected, unusual, aggressive, interactive, fun, cheap, inspiring, convincing, mobile and flexible way of achieving marketing goals. We can define ambush marketing as a tactic, which is contrary to the ethical principles of business, especially towards the competition in the form of other sponsors at a certain event. Unethicalness is highlighted in attempts to marginalize the activities of other sponsors who have acquired rights under a contract with the sponsoring entity.
Dissertations / Theses on the topic "Interactive marketing Psychological aspects"
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Alhidari, Abdullah. "Co-Creating Value in Video Games: The Impact of Gender Identity and Motivations on Video Game Engagement and Purchase Intentions." Thesis, University of North Texas, 2015. https://digital.library.unt.edu/ark:/67531/metadc799485/.
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When games were first developed for in-home use, they were primarily targeted almost exclusively at children and males. However, today’s marketplace manifests a more diverse population plays Internet-enabled games that can be played virtually anywhere. The average gamer is now 30 years old. Many gamers, obviously, are much older. Yet more strikingly, and more germane to this study’s purpose, 47% of the U.S. gamer population is female, as compared to 40% in 2010. Despite these trends the gaming industry remains a male-dominated culture. The marketer’s job is to facilitate game engagement and to motivate gamers to play. The notion of “engagement” is not new in business. The term was developed in the last decade. Many studies were devoted to understand, explain, and define the term. It suggests that within interactive, dynamic business environments, consumer engagement (CE) represents a strategic position that companies can use to enhance their sales growth, competitive advantage, and profitability. Moreover, there are three levels of engagement in any experiential consumption (i.e., playing video game): presence, flow, and psychological absorption. The findings of this study affirm that consumer engagement, including presence, flow and psychological absorption are explanatory factors that impact gamer’s purchase intentions. Our results show that consumers experience different mental engagement in an interactive environment (i.e., playing video games) compared to passive environments (i.e., visiting a website). These findings change our understanding of consumers’ engagement and flow state. We also found that male and female gamers experience different engagement level. However, we did not find a significant result that masculinity and femininity traits impact gamers’ engagement or intention. We argue that macroeconomic factors results in sales fluctuation may have resulted in reject in this hypothesis. Thus, marketers shed a light into the consumer’s interactive environment and flow states in that environments. Consumers not only determine the value in using a product as Vargo and Lusch suggested, but they also create that value. Also, consumer experience is an ongoing process that does not have a specific point to start, making the value creation a temporally accumulative process that includes past, present, and future experience. Therefore, the value created by consumers is not created while physically interacting with a device to play, but it may include imagined and indirect interaction with the product. Therefore, consumers (i.e., gamers) need to maintain a balance between presence and psychological absorption (i.e., flow) to get the best experience in play video gaming. Empirical evidence suggest that consumers’ flow state engagement is the most important variable in determining their ensuing purchase intention for video games, regardless of game genre.
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Dow, Steven P. "Understanding user engagement in immersive and interactive stories." Diss., Atlanta, Ga. : Georgia Institute of Technology, 2008. http://hdl.handle.net/1853/26468.
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Thesis (Ph.D)--Computing, Georgia Institute of Technology, 2009.Committee Chair: MacIntyre, Blair; Committee Member: Bolter, Jay; Committee Member: Guzdial, Mark; Committee Member: Mateas, Michael; Committee Member: Mynatt, Elizabeth. Part of the SMARTech Electronic Thesis and Dissertation Collection.
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Tomiuk, Daniel 1967. "The impact of site-communality on the attitudinal and behavioural components of site-loyalty : a cross-sectional study." Thesis, McGill University, 2005. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=85960.
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We examine whether the precepts of what have been termed 'close', 'intimate', or, more specifically, 'communal' relationships in Social Psychology may be communicated via Web site content and whether this positively impacts Site-Loyalty. We introduce a variable called Site-Communality defined as the extent to which Web site content signals that a company's relationship with its customers goes beyond the formal, 'tit for tat' business dealings that are typically expected from purely commercial exchanges, and instead, more closely abide by the norms and behaviours evocative of friendships and/or family relations. We develop multi-dimensional measures of Site-Communality and Site-Loyalty. Using Structural Equation Modelling (LISREL VIII), we then empirically investigate the influence of Site-Communality on the attitudes and behavioural intentions associated with Site-Loyalty using cross-sectional data collected from 305 subjects asked to explore and evaluate one among many real Web sites chosen so as to maximize variability on Site-Communality.Our results show that Site-Communality has a strong, direct, positive effect on the attitudes and behavioural intentions associated with Site-Loyalty. This directly contradicts conjectures from several authors dismissing as unimportant or irrelevant to Web site design, the affective/relational aspects more closely associated with traditional, interpersonal, face-to-face commercial encounters (e.g., Cox & Dale, 2001; Zeithaml, Parasuraman, & Malhotra, 2001, 2002). Generally, such factors were believed to loose their relevance in self-service, Web-based commercial environments, at best, becoming contingently important only when customer/employee communications actually occurs (i.e., emails/telephone conversations).
However, contrary to our expectations, our results show that the positive relationship between Site-Communality and Site-Loyalty is attenuated (rather than accentuated) by the visitor's 'Communal-Orientation in Traditional Commercial Environments' which is defined as the extent to which a consumer enjoys 'getting to know' employees (i.e., waitress, bank teller, hair stylist) and relating with them on a more personal-level than is typically required for the effective delivery of a service. One possible explanation for this unexpected result is that when highly communally-orientated consumers are exposed to a Web site high in Site-Communality, they may be reminded of what they are missing out on if they choose to conduct their business online rather than in more traditional business environments.
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Frasca, Gonzalo. "Videogames of the oppressed : videogames as a means for critical thinking and debate." Thesis, Georgia Institute of Technology, 2001. http://hdl.handle.net/1853/17657.
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Wehbe, Michelle S., and University of Lethbridge Faculty of Management. "Branded and non-branded tobacco counter-advertisements : an experimental study of reactance and other maladaptive and adaptive coping responses." Thesis, Lethbridge, Alta. : University of Lethbridge, Faculty of Management, c2012, 2012. http://hdl.handle.net/10133/3423.
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An experiment was done to investigate whether or not there is a need to treat smokers and
non-smokers as separate target audiences when creating tobacco counter-advertisements.
The Extended Parallel Process Model (Witte, 1992) and Reactance Theory (Brehm,
1966) were used to guide the development of predictions. The study revealed that social
marketers need to have different advertising tactics for smokers and non-smokers, since
smokers have reported more maladaptive coping responses and fewer adaptive coping
responses than non-smokers. Moreover, based on the fact that a smoker’s brand forms an
essential part of their self-identity (Goldberg et al., 1995) the experiment was also
designed to see if smokers would have differing levels of reactance and other
maladaptive coping responses if they saw a counter-advertisement attacking their brand,
one attacking a competing brand, and a non-branded one. The study did not reveal any
significant differences in reactions among the three conditions.x, 125 leaves : ill. ; 29 cm
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Radcliffe-Branch, Deborah S. "The contribution of interactive health communication (IHC) and constructed meaning to psychosocial adjustment among women newly diagnosed with breast cancer /." Thesis, McGill University, 2005. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=85956.
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This doctoral dissertation, as part of a large and ongoing CIHR-funded study, used a subset of the total sample to evaluate the contribution of interactive health communication (IHC) as a complement to more traditional means of informational support (Care-as-usual) to optimal adjustment of women newly diagnosed with breast cancer (N = 135). According to the study protocol, participants in the experimental group received an IHC educational intervention for an eight-week period. Measures of psychosocial adjustment and information-related variables were administered in interviews at Time 1 (pre-intervention) within 8 weeks of initial diagnosis, and again 8 weeks post-intervention (Time 2). Psychosocial adjustment variables included: depressive symptoms (CESD), anxiety (STAI-Y), well-being (IWB), and quality of life (SF-36)-mental and physical health components. Information-related variables included: the need for information related to cancer, cancer-specialist, and family or friend's informational support, and overall satisfaction with information. Optimism and Constructed meaning were evaluated at Time 1 and 2, respectively. A GLM MANCOVA model tested overall F-ratios and regression coefficients using difference scores. Predictors in the model were: group (experimental versus control), constructed meaning, and optimism. The overall model (df = 8, 121) was significant for Group, F = 3.66, p < .001, effect size eta2 = .20, Constructed Meaning, F = 3.04, p < .004, effect size eta2 = .17, and Optimism, F = 2.95, p < .005, effect size eta2 = .16. Participants in the dissertation experimental group had significant improvements in QOL-physical health and overall satisfaction with information when compared with the control group. Constructed meaning was significantly associated with beneficial changes in all of the adjustment-related variables. The results of this dissertation clarify the potentially significant roles IHC and constructed meaning pl
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Sutterfield, Curtis T. "The relationship between video game user and character." Virtual Press, 2006. http://liblink.bsu.edu/uhtbin/catkey/1337637.
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This thesis identifies and explores the types of communication modes that exist in video games. Different types of communication are identified and discussed based on Frye's audience centered theory of modes. The inferior communication mode, the mimetic communication mode, the leader-centered communication mode, the romantic communication mode, and the mythical communication mode are all explained. A convenience sample of six video game players were interviewed about video games. An analysis of their self-identification statements revealed that players seek a high level of romantic communication when playing video games. The romantic communication mode makes the video game world an idealized place where the players are able to manipulate their circumstances or show more intelligence than the user in reality. Uses of the communication modes are also explained.Department of Telecommunications
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Roesch, Stefan, and n/a. "There and back again - comparative case studies of film location tourists� on-site behaviour and experiences." University of Otago. Department of Tourism, 2008. http://adt.otago.ac.nz./public/adt-NZDU20080211.090920.
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Over the last decade, film location tourism has been established as a niche segment in the tourism industry. While this niche has attracted attention from both researchers and marketers alike, not much knowledge has been accumulated about the tourist encounter itself. It is the main purpose of this thesis to research on-site behavioural and experiential aspects of the film location encounter.
For the overall research design, an inductive, comparative case-study approach was implemented. Three cases were selected for this research: The Lord of the Rings locations in New Zealand, The Sound of Music locations in Austria and Star Wars locations in Tunisia. The applied methods are participant observation, image-based data and semi-structured interviews. The data collection was conducted while participating in organised film location tows in order to secure access to the informants.
The first fundamental outcome of this research is that there is no 'film location tourist' as such. People who travel to film locations come from different socio-economic backgrounds, comprise all age groups and possess varying degrees of fandom. The majority of film location tourists, however, have one thing in common, regardless of the underlying movie genre: the longing to connect with the imaginary world of the film by visiting the physical and thus 'real' location places. These places are consumed in two ways: as places of spectacle and as sacred places.
The nature of the location consumption is dependent on a number of factors, including the degree of fandom of the consumers, the attractiveness of the encountered locations, the consistency of the interpretive community, the amount and nature of external distortions and, if applicable, the structure of the location tour. Means of consumption of film locations as spectacle are formal posing, sight recordings and shot re-creations. When experiencing film locations as sacred places, shot re-creations, mental simulations and filmic re-enactments occur. The latter form of consumption can result in a symbiosis between the imaginary and the real place component: the gazing subject becomes the previously (photographed) object.
Regardless of the degree of experiential satisfaction, film location tourists want to bring some of the magic back home. This is achieved not only via mental pictures and physical photographs, but also through souvenirs. These can be off- or on-site. Regarding the latter, these souvenirs are almost holy relics, brought home from a successful pilgrimage and subsequently framed and displayed in an altar-like fashion. The benefits from this are not only self-pride and satisfaction, but also the distinction to other movie fans who have not been able to do the journey themselves. Thus, the person in possession of such a relic gains privileged status amongst peers which in turn raises the satisfaction with the location encounter.
The film location experience cycle comes to a full closure by re-watching the movie. This procedure involves a renewed connection to both the imaginary filmic places as well as the real locations visited. The filmic gaze is extended, as the movie scenes are now seen as part of a real place which extends beyond the filmic sight.
Keywords: Film location tourism - multiple, comparative on-site case study inquiry - film locations as spatial and temporal constructs - the film location tourist encounter - behavioural and experiential interactions with place.
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DeShields, Oscar Winston. "The relationship between spokesperson credibility and purchase intentions : a proposed theory and experimental evaluation." FIU Digital Commons, 1992. http://digitalcommons.fiu.edu/etd/2779.
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The purpose of this dissertation is to develop and evaluate an expanded spokesperson credibility model to address issues uncovered in Ohanian's (1991) study about linkages between spokespersons ' credibility and consumers ' purchase intentions. Based on Tajfel's social categorization theory (1981), 12 hypotheses were developed to test direct and indirect relationships between spokesperson's credibility and purchase intentions.
The sample for the study consisted of 1,162 respondents 82.9% students and 17.1% nonstudents; 48.2% males and 51.4% females; 31.3% Caucasian (American); 24.5% Cuban (American); 19.6% other Hispanics and 22.5% other ethnic groups. The data were collected .by having respondents either view a video tape or listen to an audio tape in a classroom or shopping mall setting. The respondents were told that they would hear a spokesperson presenting a message. After listening to the message they would then be asked to complete a questionnaire.
The spokesperson credibility model was tested using covariance structure analysis as implemented in the LISREL software. A series of ANOVAs were used to test the impact of the moderating variables on purchase intentions.
The findings indicate that Ohanian's (1991) credibility constructs i.e., attractiveness, trustworthiness, and expertise are significantly related to purchase intentions. In addition, the following interactions were found to be statistically significant:
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Yuen, Wai Yee. "Strategic use of collective memory in advertising : the case of Cathay Pacific Airways' 60th anniversary ads." HKBU Institutional Repository, 2010. http://repository.hkbu.edu.hk/etd_ra/1189.
Full textBooks on the topic "Interactive marketing Psychological aspects"
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Getting started with transmedia storytelling: A practical guide for beginners. 2nd ed. Place of publication not identified]: [CreateSpace Independent Publishing Platform], 2015.
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A creator's guide to transmedia storytelling: How to captivate and engage audiences across multiple platforms. New York: McGraw-Hill, 2012.
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Psychological foundations of marketing. New York, NY: Routledge, 2012.
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Personal selling: An interactive approach. 4th ed. Boston: Allyn and Bacon, 1991.
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Marks, Ronald B. Personal selling: An interactive approach. 2nd ed. Boston: Allyn and Bacon, 1985.
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Marks, Ronald B. Personal selling: An interactive approach. 5th ed. Boston: Allyn and Bacon, 1994.
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Marks, Ronald B. Personal selling: An interactive approach. 3rd ed. Boston: Allyn and Bacon, 1988.
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Marks, Ronald B. Personalselling: An interactive approach. 2nd ed. Boston (Mass.): Allyn and Bacon, 1985.
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Hot button marketing. Avon, Mass: Adams Business, 2006.
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Marks, Ronald B. Personal selling: An interactive approach. 3rd ed. Toronto: Allyn & Bacon, 1989.
Find full textBook chapters on the topic "Interactive marketing Psychological aspects"
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Barhorst, Jennifer B., Graeme McLean, Nina Krey, Heiner Evanschitzky, and Ana Javornik. "Augmented Reality Brand Experiences: Exploring Psychological, Cognitive, and Sensory Aspects: An Abstract." In Celebrating the Past and Future of Marketing and Discovery with Social Impact, 427–28. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-95346-1_138.
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Wei, Zhang, and Yang Ke. "The Wisdom of the Crowds." In Understanding the Interactive Digital Media Marketplace, 330–37. IGI Global, 2012. http://dx.doi.org/10.4018/978-1-61350-147-4.ch026.
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What happens when a classic tool meets the Internet? This is the question that word of mouth (WOM) marketing faces. Word of mouth marketing as the oldest marketing method was completed by oral communication. But since entering the Internet era, and especially with the advent of Web 2.0, the way people share information is more dependent on hands rather than mouth – that is, through the keyboard, mouse, and smart phones – to affect others easily. This chapter will discuss the blogs and eWoM from the business, technical, social, and political aspects to reveal how eWoM thrives in the age of the Internet.
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Vassileva, Bistra Konstantinova, and Plamena Palamarova. "Artificial Intelligence and Ethical Marketing." In Advances in Human and Social Aspects of Technology, 202–13. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-4285-9.ch011.
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In this chapter, the author argues that technologies will transform the marketing organization and reshape the marketing activities of companies. The aim of the chapter is to summarize the main challenges of digital disruption as well as to identify their implications to the legal and ethical aspects of digital and interactive marketing activities. The research aims driving this chapter are related to the identification of the main challenges regarding the legal protection of social media customers. Survey results about social media behaviour and cybersecurity issues are presented and discussed.
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Ferrari, Sonia. "Storytelling and Narrative Marketing in the Era of Social Media." In Advances in Multimedia and Interactive Technologies, 1–15. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-4666-8659-5.ch001.
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This chapter is focused on the elements that, in post modern era, have greatly changed our society, both in terms of buying and consumption habits and, more generally, in terms of lifestyles. This is mainly due to the Internet, which provides low cost, faster and interactive information and communication. As described in detail in the chapter, companies have been forced to adopt new marketing strategies and, thanks to the spread of social media and viral marketing, tools such as word of mouth and storytelling have become even more effective than in the past. But today companies need to use them in a different way, actively involving the consumers, because they attribute a greater value to a product if they participate in the process of creation of its image and elements of differentiation. If managed in an innovative way, focusing on sensory and transmedia aspects, storytelling becomes a very powerful Customer Relationship Marketing and image building medium and, above all, a source of enduring competitive advantage.
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Ferrari, Sonia. "Storytelling and Narrative Marketing in the Era of Social Media." In Social Media Marketing, 206–20. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch011.
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This chapter is focused on the elements that, in post modern era, have greatly changed our society, both in terms of buying and consumption habits and, more generally, in terms of lifestyles. This is mainly due to the Internet, which provides low cost, faster and interactive information and communication. As described in detail in the chapter, companies have been forced to adopt new marketing strategies and, thanks to the spread of social media and viral marketing, tools such as word of mouth and storytelling have become even more effective than in the past. But today companies need to use them in a different way, actively involving the consumers, because they attribute a greater value to a product if they participate in the process of creation of its image and elements of differentiation. If managed in an innovative way, focusing on sensory and transmedia aspects, storytelling becomes a very powerful Customer Relationship Marketing and image building medium and, above all, a source of enduring competitive advantage.
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Bae, Mikyeung. "The Matching Effect Between Coping Strategies and Construal Levels in Cause Marketing Communications." In COVID-19 – RESHAPING MARKETING AND COMMUNICATIONS, 32–43. Proud Pen, 2020. http://dx.doi.org/10.51432/978-1-8381524-7-5_4.
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Given that the COVID-19 pandemic has had dramatic impact on consumer attitudes toward cause marketing communications, this study addresses the problem of how psychological stress influences consumers’ prosocial behavior. Despite research suggesting that many aspects of consumer behavior may be understood in the context of consumer efforts to handle stress, cause marketing literature has not examined the role of stress and coping-based matching. Consequently, the aim of this study is to provide evidence that a match between individuals’ coping and construal levels in advertisements drives greater persuasion. This study further addresses the mindset congruency effects on consumers’ prosocial behavior occurs through response efficacy. Understanding how psychological stress influences consumers’ prosocial behavior would help advertisers understand how they can encourage consumers to cope with specific types of stress by presenting them with more effective cause marketing campaign messages, resulting in purchasing products associated with social cause.
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Bae, Mikyeung. "The Matching Effect Between Coping Strategies and Construal Levels in Cause Marketing Communications." In COVID-19 – RESHAPING MARKETING AND COMMUNICATIONS, 32–43. Proud Pen, 2020. http://dx.doi.org/10.51432/978-1-8381524-7-5_4.
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Given that the COVID-19 pandemic has had dramatic impact on consumer attitudes toward cause marketing communications, this study addresses the problem of how psychological stress influences consumers’ prosocial behavior. Despite research suggesting that many aspects of consumer behavior may be understood in the context of consumer efforts to handle stress, cause marketing literature has not examined the role of stress and coping-based matching. Consequently, the aim of this study is to provide evidence that a match between individuals’ coping and construal levels in advertisements drives greater persuasion. This study further addresses the mindset congruency effects on consumers’ prosocial behavior occurs through response efficacy. Understanding how psychological stress influences consumers’ prosocial behavior would help advertisers understand how they can encourage consumers to cope with specific types of stress by presenting them with more effective cause marketing campaign messages, resulting in purchasing products associated with social cause.
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Aggarwal, Shivom, and Abhishek Nayak. "Mobile Big Data." In Advances in Multimedia and Interactive Technologies, 138–58. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-4666-8838-4.ch008.
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Mobile technologies have given rise to tremendous amounts of data in real-time, which can be unstructured and uncertain. This growth can be attributed as Mobile Big Data and provides new challenges and opportunities for innovation. This chapter attempts to define the concept of Mobile Big Data, provide description of various sources of Mobile Big Data and discuss SWAI (Sources Warehousing Analytics Insights) model of Big Data processing. To understand this complex concept, it is important to visualize the Big Data ecosystem, respective players. Moreover, mobile computing, Internet of things, and other associated technologies have been discussed in light of marketing and communications based applications. The current trends in Mobile Big Data and associated value chain help us understand where the next frontiers of innovation are and how one can create value. This is linked to the future aspects of the Mobile Big Data and evolution of technologies from now onwards.
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Lee-Piggott, Rinnelle. "School Culture, Effectiveness and Low SES in Trinidad." In Advances in Educational Marketing, Administration, and Leadership, 195–241. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-1700-9.ch009.
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This chapter presents a cultural diagnosis of three schools of differing effectiveness states – ‘excelling', ‘mostly effective' and ‘under academic watch' within Trinidad, which face socio-economic challenges. It utilizes a multi-method, multiple case study approach and presents an adapted conceptualization of school culture, which is used as an analytical framework to diagnose the professional orientation of teachers within the cultures of the participating schools. Findings reveal that teachers' professional orientation, particularly their dispositions and psychological states, are critically important to many aspects of schooling, including students' orientations and their academic performance and achievement.
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Schafer, Stephen Brock, and Thomas Palamides. "Designing an Ethical Structure for Social Influence Marketing (SIM)." In Handbook of Research on Business Social Networking, 252–71. IGI Global, 2012. http://dx.doi.org/10.4018/978-1-61350-168-9.ch013.
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Unprecedented advances in media technology have created the need to define ethics for a media-age ontology that combines the dynamics of physics and psychology. This unprecedented human reality has been called the media-sphere, and it appears to have all the dimensions and dynamics of dreams as defined by Carl Jung. Because of the dreamlike dynamics and structural dimensions of the media sphere, its psychological dynamics may be contemplated in terms of Jungian dream analysis which is intrinsically ethical. The Jungian model for dream analysis is structurally and dynamically consistent with the most recent discoveries in cognitive research. Because of its subjective, emotive, interactive integrity as defined by Aristotle’s dramatic unities, dramatic structure is a common denominator for the study of conscious-unconscious cognitive states. This chapter explores the ethics of social influence marketing (SIM) relative to the dynamics and standards of morality implied by cognitive principles of Analytical Psychology.
Conference papers on the topic "Interactive marketing Psychological aspects"
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Gorodetskaya, Inna M. "Socio-psychological aspects of lifelong education and professional re-training." In 2012 15th International Conference on Interactive Collaborative Learning (ICL). IEEE, 2012. http://dx.doi.org/10.1109/icl.2012.6402121.
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Kovalenko, O., and D. Kovalenko. "Psychological aspects of engineers' training in a technical higher educational institution." In 2015 International Conference on Interactive Collaborative Learning (ICL). IEEE, 2015. http://dx.doi.org/10.1109/icl.2015.7318035.
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Voloshina, Svetlana, and Tat’yana Dubovitskaya. "Practical aspects of the safety of using quasi-scientific video blogging in education." In Safety psychology and psychological safety: problems of interaction between theorists and practitioners. «Publishing company «World of science», LLC, 2020. http://dx.doi.org/10.15862/53mnnpk20-19.
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The article contains data on the features of using quasi-scientific video blogging in the educational process of a medical College. The main approaches to the definition of "digital security" in the modern Internet environment within the framework of social networks and in the broader aspect of the globalization of the information space are considered. It is proposed to conceptualize social network digital security as an element of the General culture of a modern student. The introduction of interactive methods of engagement using the potential of the Internet makes it possible to update students ' skills in applying the rules of in-network security, as well as to increase the effectiveness of training. The article examines the influence of quasi-scientific video blogging as a system for preparing content, posting it in social networks, and receiving feedback from other network users on the image of students, professional self-determination, and their attitude to intra-network security.
Reports on the topic "Interactive marketing Psychological aspects"
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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.
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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.