2012 12-19 3 interesting papers

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2012 12-19 3 interesting papers

  1. 1. INTERESTING PAPERSKATRINA
  2. 2. WHAT DOES THE BRAIN TELL US ABOUT TRUST ANDDISTRUST?EVIDENCE FROM A FUNCTIONAL NEUROIMAGING STUDY Functional magnetic resonance imaging (FMRI) Angelika Dimoka MIS Quarterly / June 2010
  3. 3. WHAT DOES THE BRAIN TELL US ABOUT TRUST ANDDISTRUST?EVIDENCE FROM A FUNCTIONAL NEUROIMAGING STUDY Trust/Distrust Stimuli Neural Correlates Effects of (Seller Feedback Profiles) Of Trust/Distrust Trust/Distrust
  4. 4. AFFECT IN WEB INTERFACES: A STUDY OF THEIMPACTS OF WEB PAGE VISUAL COMPLEXITY ANDORDER Liqiong Deng & Marshall Scott Poole MIS Quarterly / Dec 2010
  5. 5. AFFECT IN WEB INTERFACES: A STUDY OF THEIMPACTS OF WEB PAGE VISUAL COMPLEXITY ANDORDER
  6. 6. AFFECT IN WEB INTERFACES: A STUDY OF THEIMPACTS OF WEB PAGE VISUAL COMPLEXITY ANDORDER
  7. 7. Advertising to Bilinguals: Does the Language ofAdvertising Influence the Nature of Thoughts? Jaime Noriega & Edward Blair Journal of Marketing / Sep 2008
  8. 8. Advertising to Bilinguals: Does the Language ofAdvertising Influence the Nature of Thoughts?self-referentOgilvie and Ashmore 1991• Self-referent processing consists of autobiographical thoughts (thoughts about life experiences) and thoughts about targets associate with the self.Stayman and Unnava 1997• Self-referent processing also facilitates positive thoughts and memories, the affect for which can get transferred to the advertisement or brandFFHH-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.
  9. 9. Advertising to Bilinguals: Does the Language ofAdvertising Influence the Nature of Thoughts? WHAT THEY FEEL? “I was reminded of the delicious food Analysis my mother makes” Translate “... about my aunt’s fried steak fingers” data into “... chicken cooking in the skillet in native Mexico” language Translate No-Translate Condition Condition FFHH-related 10.5% 1.6% thoughts
  10. 10. Advertising to Bilinguals: Does the Language ofAdvertising Influence the Nature of Thoughts?• 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.
  11. 11. Advertising to Bilinguals: Does the Language ofAdvertising Influence the Nature of Thoughts? Language Attitude of the Toward advertiseme The ad nt Consumptio Proportion of Attitude n FFHH Toward context thoughts The brand Language X Purchase consumption intentions context

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