Today, consumers expect companies to be socially responsible. However, the literature is undecided about the effects of communicating one's corporate social responsibility activities to consumers. This raises the question of how sustainability-driven companies can best advertise their products to stimulate ethical consumption: using self-benefit frames, where the main beneficiary is the consumer, or using other-benefit frames, where the main beneficiary is a third party. Using three experiments, this study examines the effect of other-benefit (vs. self-benefit) advertising frames on consumers' impulse purchases from sustainability-driven companies. Increasing impulse purchases can help such companies to strengthen their competitive positions. Additionally, it is studied to what extent two types of justification (moral versus deservingness) explain the proposed effect of advertising frames. The results show that only other-benefit frames affect impulse buying behavior, both directly, as mediated by moral justification. This study's insights may help sustainability-driven companies to decide on their advertising strategies by providing evidence that other-benefit-framed advertisements are more effective in enhancing impulse purchases than self-benefit-framed advertisements.
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New online stores and digital distribution methods have led to the development of alternative monetization models for video-games, such as free-to-play games with advertisements. Although there are many games using such models, until now the effect on the player experience from such interruptions has not been studied. In this controlled experiment, we requested that participants (N=236) play one of three different versions of a platformer game with: 1) no interruptions, 2) 30-second video advertisements, and 3) a multiple-choice questionnaire. We then evaluated the effects on the player experience. The study shows differences in their experiences, namely in: competence, immersion, annoyance, affects, and the reliability of the questionnaire answers. The contribution of this work is to identify which player experience variables are affected by interruptions, which can be valuable for selecting the business model and guiding the game design process.
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Een overvloed aan technologieën doet haar intrede in de fysieke retail. Digitale displays, interactieve schermen, beacons, apps, virtual reality en augmented reality; allen beloven ze de retailer succes. Maar hoe bepaal je of deze technologische innovaties echt van toegevoegde waarde zijn? Het aankoopproces van de klant lijkt handvatten te bieden.
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