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Updated Reviews and Trends in Consumer Neuroscience 消费者神经科学的最新评论和趋势
Asia-Australia Marketing Journal Pub Date : 2023-10-31 DOI: 10.53728/2765-6500.1614
Jin Ho Yun
{"title":"Updated Reviews and Trends in Consumer Neuroscience","authors":"Jin Ho Yun","doi":"10.53728/2765-6500.1614","DOIUrl":"https://doi.org/10.53728/2765-6500.1614","url":null,"abstract":"Consumer neuroscience methods have become prevalent in marketing research. Despite their proven significance, very little marketing research has addressed their applications in Asia. Thus, this review aims to introduce practical integrations with consumer neuroscience and marketing research and how they can be carefully applied to these fields, with some identified caveats. Specifically, I review the recent literature from top marketing and science journals to (1) highlight substantial applications of updated neuroscientific methods to marketing research and neuroforecasting approaches, (2) discuss the additional potential of computational models in these applications, and (3) offer a simple framework that adopts a multi-method approach intended to enhance both the external and ecological validity of neuroscientific findings. Along with the need for embracing scientific rigor and marketing theory, more guidelines are also needed to improve the validity issues of neuroimaging uses and highlight practical directions in the nascent field of consumer neuroscience.","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"37 13","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135928518","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Winning Back Attendance: Effects of Winning Performance, Online Search, and the MLB Rule Changes for More Dynamic Games 赢回出勤率:赢球表现的影响，在线搜索，以及更有活力的比赛中MLB规则的变化
Asia-Australia Marketing Journal Pub Date : 2023-10-31 DOI: 10.53728/2765-6500.1616
Rhino Kim, Sue Ryung Chang
{"title":"Winning Back Attendance: Effects of Winning Performance, Online Search, and the MLB Rule Changes for More Dynamic Games","authors":"Rhino Kim, Sue Ryung Chang","doi":"10.53728/2765-6500.1616","DOIUrl":"https://doi.org/10.53728/2765-6500.1616","url":null,"abstract":"As Major League Baseball (MLB)’s continuous decline in popularity has caused its game attendance to drop gradually, the league makes a desperate attempt such as game rule changes to remain relevant. Along with the introduction of new rules to make games more dynamic such as the pitch clock, bigger bases, and defensive shift limitations, it is important for MLB franchises to understand drivers for game attendance. We focus on the effect of accumulated winning performance of the two teams on game attendance, one of the key drivers of game attendance, and investigate how it is influenced by consumer and industry factors such as online search and game rule changes. We find that game attendance increases as the prior winning performance of the home (away) team increases (decreases). We also find that online search and rule changes for more dynamic games moderate the effect of winning performance on game attendance.","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"2 ","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135928516","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Gift Sharing on Social Media: What Drives It? 社交媒体上的礼物分享:驱动力是什么?
Asia-Australia Marketing Journal Pub Date : 2023-10-31 DOI: 10.53728/2765-6500.1617
Mira Lee, Yoon-Hee Kang
{"title":"Gift Sharing on Social Media: What Drives It?","authors":"Mira Lee, Yoon-Hee Kang","doi":"10.53728/2765-6500.1617","DOIUrl":"https://doi.org/10.53728/2765-6500.1617","url":null,"abstract":"This study examines factors influencing gift sharing on social media. An online survey gathered data from American adults. It investigates how motivations for social media content posting, gift attributes, giver characteristics, and recipient reactions affect gift-sharing behavior. Findings show self-expression motives in content posting drive sharing, while social interaction motives do not. Gifts perceived as experiential and expensive are more likely to be shared. Recipient-centric gifts positively influence gift sharing, while giver-centric gifts hinder sharing. Attitude towards the gift predicts sharing, while appreciation does not. The study enhances understanding of gift sharing on social media and offers marketing insights for leveraging this behavior.","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"208 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135928347","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The Effects of Self-development, Self-therapy, and Self-presentation Motivations on Quality of Life, Visitor Loyalty, and Omnivorous Cultural Engagement through Visitor Satisfaction in Art Museums: Examining the Moderation Effect of Age and Attitude toward SNS Posting 艺术博物馆中自我发展、自我治疗和自我呈现动机对生活质量、游客忠诚度和杂食性文化参与的影响:年龄和态度对SNS发帖的调节作用的检验
Asia-Australia Marketing Journal Pub Date : 2023-10-31 DOI: 10.53728/2765-6500.1615
Minyeong Yi, Suna La
{"title":"The Effects of Self-development, Self-therapy, and Self-presentation Motivations on Quality of Life, Visitor Loyalty, and Omnivorous Cultural Engagement through Visitor Satisfaction in Art Museums: Examining the Moderation Effect of Age and Attitude toward SNS Posting","authors":"Minyeong Yi, Suna La","doi":"10.53728/2765-6500.1615","DOIUrl":"https://doi.org/10.53728/2765-6500.1615","url":null,"abstract":"This study investigates the fulfillment of self-motivation including self-development, self-therapy, and self-presentation on the outcomes such as subjective quality of life, omnivorous cultural engagement, and visitor loyalty via visitor satisfaction in art museums. The analyses on 285 valid survey responses demonstrated that fulfillment of self-development and self-therapy needs have significant positive influence on visitor satisfaction. The effect of fulfilling self-presentation need on visitor satisfaction was found to be moderated by attitude toward SNS posting, while the age factor, based on generations, did not show a significant moderation effect. It was also found that visitor satisfaction positively influences visitor loyalty, including intentions of revisit and recommendation. Increased satisfaction also enhances subjective QOL and omnivorous cultural engagement among art museum visitors, implying promising collaboration among cultural arts institutions. The findings have both theoretical and practical implications for enhancing visitor experiences and promoting diverse cultural engagement. Limitations and future research directions are also discussed.","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"37 11","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135928346","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Understanding the Continuance Intention to Use Chatbot Services 了解使用聊天机器人服务的持续意图
Asia-Australia Marketing Journal Pub Date : 2023-10-31 DOI: 10.53728/2765-6500.1613
Jeeyeon Kim, Yiling Li, Jeonghye Choi
{"title":"Understanding the Continuance Intention to Use Chatbot Services","authors":"Jeeyeon Kim, Yiling Li, Jeonghye Choi","doi":"10.53728/2765-6500.1613","DOIUrl":"https://doi.org/10.53728/2765-6500.1613","url":null,"abstract":"Chatbot services have become an essential communication tool for interacting with consumers in e-commerce. To understand consumer behavior in the context of chatbot services, we apply the Theory of Planned Behavior (TPB) to analyze continuance intention to use and additional predictors to explain behavioral intention. An analysis of data collected from 300 digital shopping users who had experienced chatbot services revealed that an extended TPB model holds for the continuous use of chatbot services, driven by both interaction and information quality. Accordingly, these findings provide a better understanding of consumer behavior toward chatbot services and valuable insights into digital customer relationship management.","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"37 14","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135928517","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Do CSR Activities Improve Short-Term Financial Performance? Competitive Mediating Effects of Job Satisfaction 企业社会责任活动能改善短期财务绩效吗?工作满意度的竞争中介效应
Asia-Australia Marketing Journal Pub Date : 2023-08-10 DOI: 10.53728/2765-6500.1611
Jungwon Lee, Cheol Park
{"title":"Do CSR Activities Improve Short-Term Financial Performance? Competitive Mediating Effects of Job Satisfaction","authors":"Jungwon Lee, Cheol Park","doi":"10.53728/2765-6500.1611","DOIUrl":"https://doi.org/10.53728/2765-6500.1611","url":null,"abstract":"","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"21 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83278411","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The Asymmetric Effects of Identity Salience on Judgement: The Role of Valence and Attribute Congruence 身份显著性对判断的不对称效应:效价和属性一致性的作用
Asia-Australia Marketing Journal Pub Date : 2023-08-10 DOI: 10.53728/2765-6500.1612
Dahee Han, Claire Heeryung Kim
{"title":"The Asymmetric Effects of Identity Salience on Judgement: The Role of Valence and Attribute Congruence","authors":"Dahee Han, Claire Heeryung Kim","doi":"10.53728/2765-6500.1612","DOIUrl":"https://doi.org/10.53728/2765-6500.1612","url":null,"abstract":"","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"32 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89941816","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Scripting the Meaning: The Influence of Brand Name Script on Brand Meaning and Brand Attitude 品牌名称脚本对品牌意义和品牌态度的影响
Asia-Australia Marketing Journal Pub Date : 2023-08-10 DOI: 10.53728/2765-6500.1609
O. Roshchupkina, Gi-du Kang
{"title":"Scripting the Meaning: The Influence of Brand Name Script on Brand Meaning and Brand Attitude","authors":"O. Roshchupkina, Gi-du Kang","doi":"10.53728/2765-6500.1609","DOIUrl":"https://doi.org/10.53728/2765-6500.1609","url":null,"abstract":"","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"21 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81573702","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The Differential Effects of Virtual Reality (VR) on the Novice and Experienced VR Users 虚拟现实(VR)对新手和资深VR用户的不同影响
Asia-Australia Marketing Journal Pub Date : 2023-08-10 DOI: 10.53728/2765-6500.1610
Youjung Jun
{"title":"The Differential Effects of Virtual Reality (VR) on the Novice and Experienced VR Users","authors":"Youjung Jun","doi":"10.53728/2765-6500.1610","DOIUrl":"https://doi.org/10.53728/2765-6500.1610","url":null,"abstract":"","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"46 12","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91485017","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Effects of Disclosing Discount Code Commissions on Perceived Influencer Sincerity and Attitude toward Discount Code Use 披露折扣代码佣金对感知影响者诚意和对折扣代码使用态度的影响
Asia-Australia Marketing Journal Pub Date : 2023-05-01 DOI: 10.53728/2765-6500.1604
Mira Lee, Taehee Park
{"title":"Effects of Disclosing Discount Code Commissions on Perceived Influencer Sincerity and Attitude toward Discount Code Use","authors":"Mira Lee, Taehee Park","doi":"10.53728/2765-6500.1604","DOIUrl":"https://doi.org/10.53728/2765-6500.1604","url":null,"abstract":"","PeriodicalId":100127,"journal":{"name":"Asia-Australia Marketing Journal","volume":"184 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88294069","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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