Previous studies have shown that consumers with higher affect intensity expressed stronger preferences for softer car seat fabrics (Kergoat et al.). The present research aims to consolidate and expand these results. Across two studies, we attempt to determine whether the intensity of affect (as measured by the affect intensity measure; Larsen) is a more general construct involved in soft textile preferences. Through the evaluation of two product categories (car seat fabrics and washed‐shirt fabrics) and the manipulation of product sensory attributes, we were able to establish that affect intensity components (positive intensity and negative reactivity) play a role in soft textile preferences, independent of the product category. The highest predictive value of particular affect intensity components for softness preference is discussed in line with the multidimensional approach of the affect intensity construct (Bryant et al.). PRACTICAL APPLICATIONS This research highlights the significance of one emotional individual difference dimension (affect intensity) accounting for consumer tactile sensory preferences. Practically, it offers a way to characterize clusters of heterogeneous tactile sensory preferences observed in consumer tests. Furthermore, it represents a step in the understanding of underlying processes involved in soft tactile sensory preferences. We can assume these implications are not limited to the sense of touch and/or non‐food products. As a general emotional variable, the affect intensity construct must play a role in various blind sensory evaluation settings and be a significant tool for a typology of consumers.
Purpose The present study aims to further examine the persuasive effect of pictures in a print ad according to the recipient’s ability to process the information and to observe to what extent the presence of a picture could negatively influence recipients’ attitude toward the ad’s verbal claim. Design/methodology/approach Two studies were designed to manipulate the presence vs absence of an attractive/unattractive picture, the kind of verbal claims (affectively based vs rationally based) and the recipient’s ability to process the ad (cognitive load vs no cognitive load). Findings Main findings showed that the presence of an attractive picture elicited an unfavorable attitude toward the functional verbal claim when recipients were not cognitively charged. Furthermore, it proved to be a mediator of the influence of pictures on attitude toward the ad. The positive influence of an attractive picture on product evaluation and purchase intention was greater under a cognitive load but showed contrasting results for price perceptions. For the unattractive picture, cognitive load was found to be a moderator only when recipients had to infer the product price. Research limitations/implications The present research emphasized the negative influence of attractive pictures on functional verbal claims and the moderating role of cognitive load on pictorial stimuli either acting as peripheral or central cues in the persuasive process. Practical implications Practitioners may want to consider that an attractive picture in advertising is not always the best route for persuasion, especially when the verbal ad content emphasizes the product’s properties. Originality/value The present study provides new insights regarding the role of pictures in advertising persuasive effectiveness. Until now, no research had addressed the extent to which the presence of a picture could affect processing of an ad’s verbal claims. Additionally, the present study expands research on persuasive communication and affirms the necessity of more intensively investigating the role of pictures in advertising under the rubric of information processing level.
Purpose This study aims to investigate whether the effect of exposure to video communication displaying physical activity (PA) would affect viewers’ snacking behavior depending on the type of message. Specifically, it is expected that food intake would be significantly higher when the message is labeled as a “commercial message” rather than a “health message”. Design/methodology/approach Two experimental studies are conducted that manipulate the type of message (commercial message vs health message). In Study 1, the participants’ level of involvement (low vs high) is also manipulated. In Study 2, the intensity of the PA displayed in the videos (low vs high) is manipulated, and a control group is included. The main dependent variable is the number of sweets eaten while watching the ad. Findings Results from both studies show that the influence of a PA exposure on food intake is influenced by the nature of the communication. Participants exposed to the commercial message eat more sweets than those exposed to the health message (ηp2 = 0.06). Being exposed to a health message elicits self-regulated eating behaviors with no more sweets eaten than in the control group. In addition, the effect of the type of message is moderated by the intensity of the PA displayed. The difference of sweets consumed depending on the type of message is significant only when the physical intensity displayed is low. Research limitations/implications The present research emphasizes the moderating role of the type of communication on food intake when recipients are exposed to a PA message. Further research must be conducted to enlarge the understanding of the phenomenon considering other critical variables such as inter-individual differences (e.g. body mass index and self-regulation skills), types of food (e.g. healthy vs unhealthy) and other contexts (e.g. watching sports events on television). Practical implications The present findings have implications for marketers, health practitioners, policymakers and consumers. They stress the significance of how the implicit goals of the messages are taken into account within consumers’ information processing and how this can affect subsequent consumption behaviors. PA displayed through a commercial message has the most negative impact on food intake, especially when the intensity of PA is low. PA displayed through a health message shows no impact on food intake, whatever the intensity of the PA. It emphasizes the importance of combining exposure to PA through advertising or sporting events to a message promoting healthy and balanced eating behaviors. Originality/value The value of the present research lies in an additional understanding of the complex effect of passive exposure to a PA message on subsequent food consumption. Furthermore, the present study expands research on persuasive communication and has critical implications for public health issues.
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