2. WHAT DOES THE BRAIN TELL US ABOUT TRUST AND
DISTRUST?
EVIDENCE FROM A FUNCTIONAL NEUROIMAGING STUDY
Functional magnetic resonance imaging
(FMRI)
Angelika Dimoka
MIS Quarterly / June 2010
3. WHAT DOES THE BRAIN TELL US ABOUT TRUST AND
DISTRUST?
EVIDENCE FROM A FUNCTIONAL NEUROIMAGING STUDY
Trust/Distrust Stimuli Neural Correlates Effects of
(Seller Feedback Profiles) Of Trust/Distrust Trust/Distrust
4. AFFECT IN WEB INTERFACES: A STUDY OF THE
IMPACTS OF WEB PAGE VISUAL COMPLEXITY AND
ORDER
Liqiong Deng & Marshall Scott Poole
MIS Quarterly / Dec 2010
5. AFFECT IN WEB INTERFACES: A STUDY OF THE
IMPACTS OF WEB PAGE VISUAL COMPLEXITY AND
ORDER
6. AFFECT IN WEB INTERFACES: A STUDY OF THE
IMPACTS OF WEB PAGE VISUAL COMPLEXITY AND
ORDER
7. Advertising to Bilinguals: Does the Language of
Advertising Influence the Nature of Thoughts?
Jaime Noriega & Edward Blair
Journal of Marketing / Sep 2008
8. Advertising to Bilinguals: Does the Language of
Advertising Influence the Nature of Thoughts?
self-referent
Ogilvie 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 brand
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.
9. Advertising to Bilinguals: Does the Language of
Advertising 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. Advertising to Bilinguals: Does the Language of
Advertising 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. Advertising to Bilinguals: Does the Language of
Advertising 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
