| 1. |
- Colliander, Jonas, et al.
(författare)
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The Social Media Balancing Act : Testing the Use of a Balanced Self-Presentation Strategy for Politicians Using Twitter
- 2017
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Ingår i: Computers in human behavior. - : Elsevier. - 0747-5632 .- 1873-7692. ; 74, s. 277-285
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Tidskriftsartikel (refereegranskat)abstract
- Politicians’ clear separation between their professional and private lives has been challenged by a growing need to be seen as personable, especially on social media where this is the norm. Little, however, is known about the effect on a political party when its politicians reveal aspects of their private lives on social media. The present study addresses this question. Through the lens of self-presentation theory, we are the first to test the effect of a balanced presentation strategy on Twitter (i.e., tweets that involve both professional and private aspects of their lives) as opposed to a strictly professional one. A longitudinal design was adopted with 265 Twitter users as participants. The results showed that a balanced strategy increased both interest in the politician’s party and intention to vote for that party, irrespective of a user’s political interest, social media usage intensity, or age, or the gender of either the user or the communicating politician. Furthermore, liking the tweets emerged as a crucial mediator. This study contributes valuable knowledge on self-presentation strategies of politicians specifically, and more broadly regarding self-presentation in the face of context collapse. However we call for future research to validate our experimental findings in a real-life setting. Implications are provided for political parties and others.
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| 2. |
- Dahlén, Micael, et al.
(författare)
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Advertising “On the Go”: Are Consumers In Motion More Influenced by Ads?: Why Advertisers Should Consider Consumers' Physical Activity when Planning Ad Campaigns
- 2020
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Ingår i: Journal of Advertising Research. - : World Advertising Research Center. - 1740-1909 .- 0021-8499. ; 60:4, s. 417-425
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Tidskriftsartikel (refereegranskat)abstract
- People increasingly are in motion when exposed to advertising, which begs the question, “Are moving consumers more influenced by advertising?” This article builds on grounded cognition—the premise that the body influences the brain—to show that physical activity has positive effects on attitudes and intentions toward an advertisement and a brand. Prompted by movement (e.g., exercise), these effects are caused by an increased state of physical arousal. This phenomenon is accentuated when the advertisement is less related to the arousing context, because people are not reminded of the source of the arousal. Implications for researchers and advertisers are discussed.
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| 3. |
- Sagfossen, Sofie
(författare)
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A for Effort: Consumer Responses to Own and Others’ Effort
- 2020
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- Despite digitalization, e-commerce, and the fact that people spend more and more of their time in front of screens and devices, people still have physical bodies. This thesis comprises four articles which in different ways show that humans’ bodily activity can have effects on information processing. Researchers in marketing and consumer behavior have paid less attention to the physical and bodily aspects of decision making. The findings from this thesis are more relevant than ever as marketers currently can and do reach consumers as they are active in some way. This thesis focus on the concept of effort and its ability to affect consumers and their evaluations in different ways. Consumers’ effort and physical arousal are both consequences of hu-man bodies being activated in various ways and to different extent.
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| 4. |
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| 5. |
- Sagfossen, Sofie, et al.
(författare)
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Live versus digital: Three scenarios for how COVID-19 will change the experience industries
- 2020
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Ingår i: Sweden through the crisis. - Stockholm : Stockholm School of Economics Institute for Research. - 9789186797386 ; , s. 275-282
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- In this article, Christofer Laurell and Sofie Sagfossen describe key challenges in transforming live, physical experiences into digital experiences. The authors highlight two main reasons, abundance and scarcity, why live experiences are evaluated differently compared to digital experiences. Finally, three scenarios called “the nostalgic scenario”, “the hyper-digital scenario” and “the hybrid scenario” are proposed.
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| 6. |
- Söderlund, Magnus, et al.
(författare)
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The allure of the bottle as a package: an assessment of perceived effort in a packaging context
- 2017
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Ingår i: Journal of Product and Brand Management. - : Emerald. - 1061-0421. ; 26:1, s. 91-100
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Tidskriftsartikel (refereegranskat)abstract
- This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much manufacturer effort that lies behind an offer, is assumed to contribute to evaluations by signaling unobservable characteristics of an offer.Design/methodology/approachThree between-subjects experiments were conducted with soft drink bottles, which were subject to variation in perceived effort.FindingsThe results show that perceived effort was positively associated with overall evaluations. The results also show that the impact of perceived effort was mediated by product quality perceptions, which indicates that effort signals quality.Originality/valuePerceived effort has to date not been examined in the packaging literature. The present findings thus imply that models of packaging characteristics and their impact on consumers would benefit from including the effort aspect.
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| 7. |
- Söderlund, Magnus, et al.
(författare)
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The consumer experience and the absorbing story
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Ingår i: Nordic Journal of Business. - 2342-9003. ; 64:2, s. 103-118
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Tidskriftsartikel (refereegranskat)abstract
- Storytelling is frequently discussed in the experience literature, yet this literature rarely deals with consumption of stories per se. Here, we argue that absorption is a central aspect of both experiences and story consumption. Because this state of mind is assumed to facilitate changes in attitudes, beliefs, and behavior, it is highly relevant for marketers to understand the antecedents of absorption. The purpose of our study is to empirically examine (1) a set of theoretical factors likely to have an impact on story absorption and (2) assess the consequences of absorption for a set of typical outcome variables in marketing research. The main findings were that empathy and sympathy for story characters contribute positively to story absorption, and we discuss the implication of this for marketing of experiences – particularly for offers involving face-to-face encounters between customers and firm representatives
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| 8. |
- Söderlund, Magnus, et al.
(författare)
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The consumer experience: The impact of supplier effort and consumer effort on customer satisfaction
- 2017
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Ingår i: Journal of Retailing and Consumer Services. - : Elsevier. - 0969-6989. ; 39, s. 219-229
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Tidskriftsartikel (refereegranskat)abstract
- Existing research on experiential offers often examines the impact of such offers on consumers’ evaluations (e.g., customer satisfaction). Yet existing research has neglected that experiential offers typically involve effort from both the supplier and the consumer – and neglected that effort can influence evaluations. To address this gap, the present study examines the impact of supplier effort and the consumer's own effort on the consumer's evaluation of experiential offers in terms of customer satisfaction. Two experiments, comprising two different experiential offers, were carried out. In both experiments, supplier effort (low vs. high) and consumer effort (low vs. high) were manipulated. Customer satisfaction was the dependent variable. The results show that high supplier effort boosts customer satisfaction, and that the effects of consumer effort are either absent or indirect with a negative impact. Moreover, the results indicate that a supplier effort-consumer effort gap (i.e., the consumer perceives that the supplier has expended more effort than the consumer) contributes positively to customer satisfaction. © 2017 Elsevier Ltd
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| 9. |
- Söderlund, Magnus, et al.
(författare)
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The depicted service employee in marketing communications : An empirical assessment of the impact of facial happiness
- 2017
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Ingår i: Journal of Retailing and Consumer Services. - : Elsevier. - 0969-6989. ; 38, s. 186-193
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Tidskriftsartikel (refereegranskat)abstract
- Employees are often depicted in service firms’ marketing communications material. This study examines one particular aspect of such depictions: the signaling of happiness in terms of the employees’ facial expressions. It is assumed that depicted faces transmit emotional signals, that receivers are hardwired to react to such signals, and that the emotional signals influence the outcomes of the receivers’ information processing activities. Our empirical results show that this was indeed the case: employee display of happiness was positively and significantly associated with employee evaluations. The contribution of employee happiness remained significant when other characteristics of the depicted face (e.g., attractiveness) were controlled for. Our results also show that employee evaluations had a positive impact on the overall evaluation of the offer of the employee's firm, and that the employee evaluations mediated the association between employee display of happiness and the evaluation of the offer.
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| 10. |
- Söderlund, Magnus, et al.
(författare)
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The Embodied Retail Consumer: Physical Effort in Shopping-Related Tasks and its Impact on Reactions to Messages
- 2018. - 1st
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Ingår i: Advances in Advertising Research IX. - : Springer. - 9783658226800 ; , s. 303-316
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- Despite the allure of online shopping, in which everything is just a mouse click away, most consumers spend much time in the physical world of retailing. Indeed, the great majority of all retail purchases is still made in brick and mortar stores – not online (Bronnenberg and Ellickson, 2015; Turow, 2017). Shopping-related tasks have become more convenient over time as most firms strive to improve service quality and customer satisfaction, but the physical world is not yet perfect from a convenience point of view.
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