Conative Responses Research Articles

The Contributions of Perceived CSR Information Substantiality Toward Consumers’ Cognitive, Affective, and Conative Responses

We aim to provide companies an insight into what to consider when communicating their corporate social responsibility (CSR) practices with their consumers. We developed a model, grounded in the hierarchy of effects theory, to determine whether the extent to which information perceived to be substantial delivers significant predictability of consumers’ cognitive beliefs, affect, and behavioral intentions toward an apparel brand when exposed to the brand’s CSR information. Through modeling with data collected from an online survey with 340 nationwide consumers, we demonstrated the significant direct effects of perceived CSR information substantiality on perceived quality of corporate responsibility and brand trustworthiness as well as its indirect effects on brand likability, purchase intention, and social media word-of-mouth intention. We offer managerial implications for firms to maximize the effects of their CSR efforts in drawing positive perceptions and behavioral outcomes among their consumers and therefore gain the momentum to continue such efforts.

THE ANALYSIS OF WOMEN’S ATTITUDES TOWARDS GENDER DISCRIMINATION IN “7 HATI 7 WANITA 7 CINTA” MOVIE

The research was focused on the topic about Women‟s attitudes toward gender discrimination they face in the movie with title „7 Hati 7 Cinta 7 Wanita‟. This study was aimed at identify the kinds of gender discrimination faced in the movie and the attitudes of women towards gender discrimination they face in the movie. This study was conducted by applying descriptive qualitative method. The source of data was taken from 7 Hati 7 Cinta 7 Wanita (2010) script movie. The data are collected by using documentary technique. Instrument for collecting the data is using documentary sheet. The technique for analyzing the data is descriptive qualitative research. The results of this research was types of genders discriminatio can found in the movie are Marginalization, Subordination, Stereotype, Violence and Workload. The women‟s attitudes toward five kinds of gender discrimination they face are different based on the type of attitudes, they are Cognitive responses, Affective responses and Conative responses.

THE ANALYSIS OF WOMEN’S ATTITUDES TOWARDS GENDER DISCRIMINATION IN “7 HATI 7 WANITA 7 CINTA” MOVIE

The research was focused on the topic about Women‟s attitudes toward gender discrimination they face in the movie with title „7 Hati 7 Cinta 7 Wanita‟. This study was aimed at identify the kinds of gender discrimination faced in the movie and the attitudes of women towards gender discrimination they face in the movie. This study was conducted by applying descriptive qualitative method. The source of data was taken from 7 Hati 7 Cinta 7 Wanita (2010) script movie. The data are collected by using documentary technique. Instrument for collecting the data is using documentary sheet. The technique for analyzing the data is descriptive qualitative research. The results of this research was types of genders discriminatio can found in the movie are Marginalization, Subordination, Stereotype, Violence and Workload. The women‟s attitudes toward five kinds of gender discrimination they face are different based on the type of attitudes, they are Cognitive responses, Affective responses and Conative responses.

Examining The Effectiveness Of Animated Cartoon As Brand Awareness In Tv Advertisement: Evidence From Survey In Malaysia And Jordan

Animation is a dynamic visual statement and is frequently used for advertising purposes, expanding the TV advertisement content and causing affective stimuli to consumers. It has been documented that animation may increase TV advertisement effectiveness interms of consumers’ affective, cognitive and conative responses, thus, having a positive and significant impact on their attitudes, including brand awareness and preferences, products’ choice, and intention to purchase, although the role of involvement issignificant for assessing consumers’ responses to TV advertisement. The aim of this paper is to investigate animation influences on advertisement effectiveness, by examining consumers’ responses to animated advertisement (cognitive and affective) as regards intention to buy, taking also into account the role of involvement. Findings suggest that watching animated ads is positively correlated with the intention to purchase. In addition, consumers’ intention to buy is higher by watching cognitive than affective animated ads for the moderate-involved subjects, as well as that for highly involved individuals, intention to purchase is high for both types of cartoon animated advertisements, i.e. cognitive and affective.

Appraisal-based public relations stances in crisis situations: Conation revisited

Many studies have focused on the role of accommodation during crisis for contingency theory, most notably Jin and Cameron’s 2007 study of the effects of threat types and duration on PR practioner’s [sic] cognitive, affective and conative responses in crisis situations. However, none have compared the perceptions of accommodation stances between public relations practitioners, public relations faculty and public relations students.

‘British is professional, American is urban’: attitudes towards English reference accents in Spain

The spread and diversification of English worldwide challenges the use of reference accents in EFL classrooms. Yet, learners often demonstrate greater recognition of, familiarity with and preference for inner‐circle varieties of English speech, especially Received Pronunciation (RP) and General American (GenAm). This paper investigates the attitudes of 71 university students in Spain towards these speech varieties. Using the verbal guise technique, it measures cognitive, affective and conative responses to speech stimuli. Qualitative comments, collected using questionnaires and interviews, help to interpret these evaluative responses. The findings suggest a desire to emulate RP, often associated with status and prestige, though greater solidarity and stronger affiliative feelings towards GenAm speakers. They highlight the complexity and dynamism of the language attitudes of EFL learners in the Spanish context.

Travellers’ acceptance of consumer-generated media: An integrated model of technology acceptance and source credibility theories

Despite the rising influence of social media, the use of consumer-generated media (CGM) for the task of travel planning still meets with scepticism among certain online travel consumers. Hence the need to further explore the psychological factors underlying this aspect of online behaviour. The study proposes a model of consumer-generated media acceptance for the purpose of travel planning which integrates the Technology Acceptance Model with the Source Credibility Theory. Using an online survey of 661 valid responses and structural equation modelling, the findings highlight the critical factors relevant to the cognitive processes which determine online travellers’ affective and conative responses to the use of consumer-generated media for travel planning. The results suggest that integrating technology acceptance factors with that of information adoption can enhance the understanding of consumer-generated media usage in the vacation planning context. The study outcome holds implications for theory and practice.

Corporate social responsibility and customer loyalty: exploring the role of identification, satisfaction and type of company

Purpose– The aim of the authors of this paper is to propose a cognitive – affective – conative sequential model to study how three dimensions of corporate social responsibility (CSR) image (society, customers and employees) impact customer affective (identification and satisfaction) and behavioural (recommendation and repurchase) responses in the banking industry. The authors also test how the type of company (savings banks vs commercial banks) moderates customer responses to these three dimensions of CSR image.Design/methodology/approach– A multi-group structural equation model is tested using information collected from 648 savings banks’ customers and 476 commercial banks’ customers in Spain.Findings– The findings demonstrate that the perceptions of customer-centric CSR initiatives positively and consistently impact customer identification with the banking institution, satisfaction, recommendation and repurchase behaviours in the savings and commercial banks’ samples. The dimensions of CSR image that concern the activities oriented to society and employees only positively impact customer responses in the savings banks’ sample.Practical implications– The findings of this study can assist scholars in creating more informative CSR-based loyalty models that take into consideration new variables (satisfaction and type of company) and better approaches to the conceptualization of CSR image (e.g. the formative approach). The findings can also assist savings and commercial banks in better designing their CSR and communication initiatives to benefit from customer affective and conative responses.Originality/value– The contributions of the paper are threefold: the authors include satisfaction as a new variable in the study of the CSR-based loyalty model; the CSR image is conceptualized as a formative construct, and this provides new justifications for the mixed results reported by previous scholars who have analysed the effects of CSR image on customer loyalty; and the authors explore the moderating role of the type of company on the CSR-based loyalty model proposed in the paper.

Pleasure, Arousal, Dominance: Mehrabian and Russell revisited

This paper presents a discursive review of the dimensions pleasure, arousal and dominance that Mehrabian and Russell developed in 1974 to assess environmental perception, experience, and psychological responses. Since then numerous researchers applied these dimensions to assess the experience of the physical environment and its perceived qualities. Although the dimensions appeared to be useful, there is a long-lasting debate going on among environmental psychologists about the interpretation of pleasure, arousal and dominance and its underlying mechanisms. Due to the lack of clarity researchers use different adjectives to describe environmental experiences, which makes any comparison between research findings difficult. This paper shows that the three dimensions can be linked to the current ABC Model of Attitudes: pleasure, arousal and dominance can be respectively related to affective, cognitive and conative responses, i.e. Affect, Cognition and Behaviour (ABC). In addition, connecting the three dimensions to the triad feeling, thinking and acting, can also help to improve our understanding, interpretation and measurement of pleasure, arousal and dominance. Based on this review, it is proposed to re-introduce the three dimensions and to replace the nowadays often used two dimensional model with pleasure and arousal by a three dimensional model, including dominance as a third dimension, to represent the complete range of human responses.

An Integrative Framework to Understand How CSR Affects Customer Loyalty through Identification, Emotions and Satisfaction

Because previous scholars have offered few comprehensive models to understand the benefits of corporate social responsibility image in terms of customer behaviour, the authors of this paper propose a hierarchy of effects model to study how customer perceptions of the social responsibility of companies influence customer affective and conative responses in a service context. The authors test a structural equation model using information collected directly from 1,124 customers of banking services in Spain. The findings demonstrate that corporate social responsibility image influences customer identification with the company, the emotions evoked by the company and satisfaction positively. Identification also influences the emotions generated by the service performance and customer satisfaction determines loyalty behaviour. The findings have significant implications for service managers because they demonstrate that there are two paths to explain the satisfaction and loyalty of service customers. The first path is composed of the beliefs and emotions generated by the company at the institutional level. The second path is composed of the thoughts, attitudes, emotions and feelings generated by the company’s services.

Narrative Transportation in Radio Advertising: A Study of the Effects of Dispositional Traits on Mental Transportation

This study examined the impact of 3 individual traits—namely need for cognition, vivid mental imagery ability, and transportability—on one's psychological transportation and ensuing belief change subsequent to listening to a narrative radio advertisement. The study demonstrated that both vivid mental imagery ability and transportability tend to significantly influence one's degree of transportedness. Moreover, the study showed that a higher degree of transportedness leads to a more potent persuasive impact on one's affective and conative responses to narrative radio advertising.

Evaluating the Role of Content in Subjective Video Quality Assessment

Video quality as perceived by human observers is the ground truth when Video Quality Assessment (VQA) is in question. It is dependent on many variables, one of them being the content of the video that is being evaluated. Despite the evidence that content has an impact on the quality score the sequence receives from human evaluators, currently available VQA databases mostly comprise of sequences which fail to take this into account. In this paper, we aim to identify and analyze differences between human cognitive, affective, and conative responses to a set of videos commonly used for VQA and a set of videos specifically chosen to include video content which might affect the judgment of evaluators when perceived video quality is in question. Our findings indicate that considerable differences exist between the two sets on selected factors, which leads us to conclude that videos starring a different type of content than the currently employed ones might be more appropriate for VQA.

The effects of interactive brand placements in online games on children’s cognitive, affective, and conative brand responses

This study investigated how persuasive messages integrated in an online game affects children’s cognitive, affective, and conative responses to the brand, as well as their attitude toward the game itself. An experiment conducted among 2453 girls between the ages of 11 and 17 demonstrated that confrontation with interactive brand placement in the game resulted in more positive attitudes toward the game, higher top of mind awareness of the brand, more positive brand images, and more favorable behavioral intentions. In addition, consistent with persuasion literature and theories on child development, this study showed that there was a three-way interaction effect between exposure to the brand placement, age, and prior brand use for behavioral intentions. The youngest girls who had no prior experience with the brand were more strongly influenced by the brand placement than the oldest girls who had no prior brand experience.

The Effect of VMD Image Appropriateness on Consumers' Affective, Cognitive, and Conative Responses - Testing Models based on the Emotion-Cognition Theory and the Cognitive Theory of Emotions -

The purpose of the study is to examine the effect of VMD image appropriateness in apparel shopping contexts. Two competing models are utilized. The first model is developed from the emotion-cognition theory which explains that environmental cues(i.e., VMD image appropriateness) generate consumers' emotion, and in turn, consumers' behaviors. The second model is developed based on the cognitive theory of emotions and posits that environmental cues stimulates consumers' cognitive perceptions of retail environments, subsequently influencing consumers' emotional and behavioral response. A 2(VMD image appropriateness: high vs. low) between-subjects factorial design experiment was conducted. Female college students(n=592) participated in the experiment. Using structural equation modeling the study found that the emotion-cognition model better explains the effect of VMD image appropriateness on consumers' emotional, cognitive, and behavioral responses.

Effects of web site atmospherics on consumer responses: music and product presentation

Purpose – The purpose of this paper is to investigate the effects of web site atmospherics such as music and product presentation on consumers' emotional, cognitive, and conative responses in online shopping.Design/methodology/approach – A convenience sample of 272 female college students participated in a web experiment employing a 2 (Product presentation: flat vs model)×2 (Music: present vs absent) between‐subjects factorial design.Findings – The findings of this study showed that: product presentation (model vs flat) had a significant effect on consumers' emotional responses; and there were positive relationships among consumers' emotional, cognitive, and conative responses. Unexpectedly, music had no effect on consumers' emotional responses.Research limitations/implications – Generalizing the results of this study is limited by the use of a convenience sample of college women.Practical implications – Online retailers need to pay more attention on developing effective online atmospherics that evoke pos...

Cognitive, affective and conative responses to visual simulation: the effects of rotation in online product presentation

Abstract Rotation, one type of visual simulation used to create three‐dimensional (3‐D) experiences, and currently being used for product presentation on some e‐tail websites, may create consumer responses. Therefore, the purpose of this study is to examine the effects of rotation in product presentation on the cognitive, affective, and conative responses of consumers. This study employed a single‐factor between‐subjects design: product presentation (rotating vs. non‐rotating). Causal model analysis showed the influence of rotation in product presentation on perceived information quantity, mood, attitude, and purchase intention. Theoretical and managerial implications, as well as future research directions, are discussed. Copyright © 2008 John Wiley & Sons, Ltd.

The Effects of Threat Type and Duration on Public Relations Practitioner's Cognitive, Affective, and Conative Responses in Crisis Situations

The contingency theory of public relations relies heavily on the concept of threat without fully developing the concept as well as its operationalization. This study addresses this weakness through the exposition of 2 key dimensions of threats in crises as threat type and duration, and empirically testing their effects on public relations practitioners' cognitive appraisal of threats, affective responses to threats, and the stances taken in threat-embedded crisis situations. A Web-based experiment on 116 public relations practitioners was conducted using a 2 (external vs. internal threat type) × 2 (long-term vs. short-term threat duration) within-subjects design. The findings revealed the main effects of threat type and threat duration on threat appraisal, emotional arousal, and degree of accommodation. Interaction effects indicated that external and long-term threat combination led to higher situational demands appraisal and more intensive emotional arousal.

Antecedents and Consequences of Website Atmosphere in Online Charity Fundraising Situations

Abstract The development by charities of online donation facilities has created a pressing need to understand better the emotions engendered by various forms of website design, and the effects of these emotions on donor behaviour. This empirical study developed and tested a model of the possible relationships between the atmospheric characteristics of charity websites and subsequent emotional, conative, and approach-avoidance responses, using a sample of 219 randomly selected members of the general public in central London. It emerged that certain atmospheric variables known to affect emotional reactions in “bricks and mortar” environments also exerted powerful influences on people in virtual surroundings. In addition, “telepresence” represented a major determinant of approach-avoidance and conative responses to specific genres of website.

Separate and joint effects of medium type on consumer responses: a comparison of television, print, and the Internet

This study explores the effects on consumer responses of single- and multiple-media campaigns consisting of television, print, and the Internet. Multiple media in a campaign are expected to have synergy effects. We examine whether a complementarity effect is present in multiple-media campaigns related to media differences in evoking cognitive, affective, and conative responses. Media contribute differentially to the route to persuasion and may complement each other in a marketing-communication campaign. The results show that TV-only campaigns are superior in evoking cognitive responses. This superiority is probably due to the larger number of senses stimulated as well as the forced exposure associated with television as a delivery medium. Affective and conative responses do not significantly differ between the single-medium campaigns. Product involvement influences brand affect and purchase intention. The analysis of covariance reveals a complementarity effect in multiple-media campaigns compared to the Internet-only campaign. However, compared to the TV-only campaign, multiple-media campaigns are less effective in evoking cognitive responses. For most responses, print-only campaigns are as effective as multiple-media campaigns.

Consumer responses to environmental advertising in China

This study examines how consumers in China perceive and respond to company‐sponsored environmental advertising claims. Based on a survey of 914 Chinese respondents in Beijing and Guangzhou, the study has derived some important findings. First, it confirms the casual observation that environmental advertising has already been widely used in the country. Second, it indicates that Chinese consumers, in general, rate print environmental advertisements more favorably than broadcast ones. This is probably due to the pragmatic orientation of Chinese consumers, who consistently seek concrete and substantiated product information from advertisements to guide their shopping. Regression analyses on the collected data further reveal that “perceived credibility of the claim”, “relevance of the advertised product to daily lives”, “education level” and “media type” are all significant factors that would positively affect green purchase intention of Chinese consumers. In addition to providing researchers with further understanding of Chinese consumers' attitudinal and conative responses toward environmental advertising, these findings provide advertisers with useful insights into fine‐tuning their environmental advertising strategies in China.