New technologies enable practitioners to communicate scents in
advertisements on various media. T... more New technologies enable practitioners to communicate scents in advertisements on various media. The current research examines the importance of matching scent cues to the advertised product, and the joint effect of scent and other cues such as colour on consumer responses to advertising. A 4 x 2 experimental design was conducted, where participants (N = 603) were presented with scented colour print advertisements. Three hierarchical responses were measured: emotional response, attitude, and purchase intention. Findings reveal that higher congruence between scent and the advertised product heightens positive consumer response. Furthermore, this research stresses the significant joint effect of scent and colour cues, and supports the incongruence approach, suggesting that combining scents that are poorly congruent with other sensory cues enhance consumer response. Practical and theoretical implications are discussed.
The current research explores whether the often-used depiction of foods in motion both on packagi... more The current research explores whether the often-used depiction of foods in motion both on packaging and in marketing campaigns helps improve consumer judgments of food products. In two studies, we show that depictions of food with implied motion lead to enhanced evaluations of both freshness and appeal. This occurs even when motion is merely implied, rather than actual. These findings shed light on the common practice of showing motion in food advertising and in food packaging design. We argue that this phenomenon may relate to an overextension of a primitive link between motion and freshness. This feature can be used to help promote healthier food choices and consumption by increasing their appeal via implied motion.
Purpose – Despite the extensive academic interest in electronic word of mouth (eWOM) communicatio... more Purpose – Despite the extensive academic interest in electronic word of mouth (eWOM) communication, consumer attitudes toward eWOM communication have been neglected. The purpose of this paper is to propose a conceptual framework for attitudes toward eWOM communication across digital channels. Design/methodology/approach – Data were collected through a web-based survey on seven major digital communication channels. ANOVA was applied in order to analyze their differences. In addition, structural equation modeling was used to test the eWOM attitude model, using a sample of 864 participants who have had prior experience with the channels under study. Findings – Findings indicate that both attitude toward eWOM and its antecedents significantly differ across channels. Additionally, a path analysis model reveals that the original integrated model applies to eWOM communications. Yet, in the case of eWOM, irritating messages may be positively related to attitude toward the channel, and credibility serves as a mediator of message value. Research limitations/implications – This paper supports the notion that attitude toward eWOM communication significantly differs across media channels. Future research should examine additional implications of attitude toward eWOM, and explore new and evolving channels. Practical implications – Practitioners should adjust their eWOM media strategy to their objectives; blogs and social networks are more effective for brand attitude formation, whereas web forums enhance message credibility. Originality/value – To the best of the authors' knowledge, this is the first research study that tests attitudinal differences toward eWOM across digital channels. As such, it contributes to the understanding of people's perception of these platforms.
Digital communication encourages individuals and marketers to share information easily and spread... more Digital communication encourages individuals and marketers to share information easily and spread electronic word of mouth (e-WOM). Yet, many people may find it difficult to judge message and source credibility. The current study suggested that receivers' judgment of e-WOM messages stems from three key channel properties: social capital, information richness, and interactivity. The authors formulated a conceptual framework and then conducted a survey across five digital channels. Findings indicated that channel managers should design information-enriching tools if they wish to enhance channel credibility. Moreover, the study found that marketers need to distribute e-WOM via diverse and socially unrelated e-WOM sources rather than closely related sources.
New technologies enable practitioners to communicate scents in
advertisements on various media. T... more New technologies enable practitioners to communicate scents in advertisements on various media. The current research examines the importance of matching scent cues to the advertised product, and the joint effect of scent and other cues such as colour on consumer responses to advertising. A 4 x 2 experimental design was conducted, where participants (N = 603) were presented with scented colour print advertisements. Three hierarchical responses were measured: emotional response, attitude, and purchase intention. Findings reveal that higher congruence between scent and the advertised product heightens positive consumer response. Furthermore, this research stresses the significant joint effect of scent and colour cues, and supports the incongruence approach, suggesting that combining scents that are poorly congruent with other sensory cues enhance consumer response. Practical and theoretical implications are discussed.
The current research explores whether the often-used depiction of foods in motion both on packagi... more The current research explores whether the often-used depiction of foods in motion both on packaging and in marketing campaigns helps improve consumer judgments of food products. In two studies, we show that depictions of food with implied motion lead to enhanced evaluations of both freshness and appeal. This occurs even when motion is merely implied, rather than actual. These findings shed light on the common practice of showing motion in food advertising and in food packaging design. We argue that this phenomenon may relate to an overextension of a primitive link between motion and freshness. This feature can be used to help promote healthier food choices and consumption by increasing their appeal via implied motion.
Purpose – Despite the extensive academic interest in electronic word of mouth (eWOM) communicatio... more Purpose – Despite the extensive academic interest in electronic word of mouth (eWOM) communication, consumer attitudes toward eWOM communication have been neglected. The purpose of this paper is to propose a conceptual framework for attitudes toward eWOM communication across digital channels. Design/methodology/approach – Data were collected through a web-based survey on seven major digital communication channels. ANOVA was applied in order to analyze their differences. In addition, structural equation modeling was used to test the eWOM attitude model, using a sample of 864 participants who have had prior experience with the channels under study. Findings – Findings indicate that both attitude toward eWOM and its antecedents significantly differ across channels. Additionally, a path analysis model reveals that the original integrated model applies to eWOM communications. Yet, in the case of eWOM, irritating messages may be positively related to attitude toward the channel, and credibility serves as a mediator of message value. Research limitations/implications – This paper supports the notion that attitude toward eWOM communication significantly differs across media channels. Future research should examine additional implications of attitude toward eWOM, and explore new and evolving channels. Practical implications – Practitioners should adjust their eWOM media strategy to their objectives; blogs and social networks are more effective for brand attitude formation, whereas web forums enhance message credibility. Originality/value – To the best of the authors' knowledge, this is the first research study that tests attitudinal differences toward eWOM across digital channels. As such, it contributes to the understanding of people's perception of these platforms.
Digital communication encourages individuals and marketers to share information easily and spread... more Digital communication encourages individuals and marketers to share information easily and spread electronic word of mouth (e-WOM). Yet, many people may find it difficult to judge message and source credibility. The current study suggested that receivers' judgment of e-WOM messages stems from three key channel properties: social capital, information richness, and interactivity. The authors formulated a conceptual framework and then conducted a survey across five digital channels. Findings indicated that channel managers should design information-enriching tools if they wish to enhance channel credibility. Moreover, the study found that marketers need to distribute e-WOM via diverse and socially unrelated e-WOM sources rather than closely related sources.
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Papers by Yaniv Gvili
advertisements on various media. The current research examines
the importance of matching scent cues to the advertised product,
and the joint effect of scent and other cues such as colour on
consumer responses to advertising. A 4 x 2 experimental design
was conducted, where participants (N = 603) were presented with
scented colour print advertisements. Three hierarchical responses
were measured: emotional response, attitude, and purchase
intention. Findings reveal that higher congruence between scent
and the advertised product heightens positive consumer response.
Furthermore, this research stresses the significant joint effect of
scent and colour cues, and supports the incongruence approach,
suggesting that combining scents that are poorly congruent with
other sensory cues enhance consumer response. Practical and
theoretical implications are discussed.
advertisements on various media. The current research examines
the importance of matching scent cues to the advertised product,
and the joint effect of scent and other cues such as colour on
consumer responses to advertising. A 4 x 2 experimental design
was conducted, where participants (N = 603) were presented with
scented colour print advertisements. Three hierarchical responses
were measured: emotional response, attitude, and purchase
intention. Findings reveal that higher congruence between scent
and the advertised product heightens positive consumer response.
Furthermore, this research stresses the significant joint effect of
scent and colour cues, and supports the incongruence approach,
suggesting that combining scents that are poorly congruent with
other sensory cues enhance consumer response. Practical and
theoretical implications are discussed.