Browsing by Author "Malik, Sumit"

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    Hand movement speed in advertising elicits gender stereotypes and consumer responses
    (John Wiley and Sons Inc, 2022) Malik, Sumit; Sayin, Eda; https://ror.org/02jjdwm75
    Merely observing the hand movement speed with an advertised product can affect consumer perception. Five studies show that hand movement speed when observed (e.g.,watching or even reading the description of slow vs. fast hand interaction with a product) elicits distinct associations in the consumer's mind and affects their responses. We suggest that people implicitly associate speedy movements with a more masculine (than feminine) behavior and use hand movement speed as an input to form evaluations of a touched product. Additionally,we demonstrate that consumers elicit higher product preference when their associations from observed hand movement speed match their own social identity. Thus,female (than male) consumers would prefer an advertised product that is depicted with a gentle (instead of speedy) hand movement—as such observed movement makes,both,the product,and the action-performer be perceived as more feminine. We find support for these effects across different product and advertising contexts. Our findings provide novel evidence on the effect of observed and described hand movements as a signal of gender identity and have significant implications for advertising. © 2021 The Authors. Psychology & Marketing published by Wiley Periodicals LLC
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    Influence of visual marketing Inputs on consumer perception and behavior
    (IE University, 2022-04-14) Malik, Sumit; Seifert, Matthias; https://ror.org/02jjdwm87; Sayin, Eda
    Aristotle, in his treatise Metaphysics, described the visual sense as the one “yielding most knowledge and excelling in differentiation” (Jonas, 1954). Indeed, a substantial body of research in consumer psychology has studied visual information processing and perception. This dissertation studies the effect of visual stimuli location on downstream consumer outcomes with the focus of chapter 1 on spacing (i.e., proximal vs. distant food depictions), chapter 2 on movement (i.e., slow vs. fast hand interaction with products), and chapter 3 on positioning (i.e., presentation format of left‐digit pricing in food visuals). These three chapters demonstrate that visual stimuli can subconsciously influence sensory perceptions and consumer behavior. For example, Chapter 1 examines the role of mental simulation (i.e., the perceptual re‐enactment of prior eating experiences) and perceived tastiness in driving the effect of proximal food depictions on consumer responses. Chapter 2 delves into the influence of observed hand movement speed on product gender perceptions and purchase preferences. Finally, Chapter 3 explores how the presentation of left‐digit pricing increases food waste behaviors. To examine these effects, the thesis chapters combine prior research on visual information processing with other literature streams (e.g., food consumption, satiation, social identity theory, behavioral pricing, food waste, etc.). Noteworthily, each chapter has distinct prosocial and practical implications – aimed at engaging with different stakeholders including members of the academia, consumers, marketers, and public policymakers.
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    Is Fast Feminine?: The Effect of Speed of Observed Hand-Motor Actions on Consumer Judgment and Behaviors
    (Association of Consumer Research, 2020-05-26) Sayin, Eda; Malik, Sumit; https://ror.org/02jjdwm75
    This paper shows that observing a slow (vs. fast) hand-motor action with an advertised product (eg, fabric, shaving foam, etc.) can evince stereotypic feminine (vs. masculine) schematic associations and, subsequently, alter consumer judgment. In three studies, we provide evidence on the effect of dynamic-observed experiences across advertising contexts.
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    The “Proximal Depiction Effect” of Indulgent (Versus Non-Indulgent) Foods on Consumer Responses
    (Emerald Publishing Limited, 2022-10-13) Sayin, Eda; Jain, Kriti; Malik, Sumit; People Programme (Marie Curie Actions) of the European Union’s Seventh Framework Programme; REA Grant Agreement; https://ror.org/02jjdwm75
    Purpose This paper aims to examine the effect of proximal (versus distant) depiction of food products within an advertising or online context on consumer responses across food types (indulgent versus non-indulgent) and display formats that lead to a single exposure (e.g. billboard) versus multiple exposures (e.g. online menu). Design/methodology/approach Five experimental studies, using both implicit and explicit elicitation techniques, demonstrate the effect of proximal food depictions. The paper rules out alternative explanations (portion-size perception and participants’ bodily distance) and controls for several other factors (e.g. visual crowding, body-mass index, dietary restrictions, etc.) Findings The studies find that proximal food pictures are implicitly associated with tastiness more for indulgent (vs non-indulgent) foods; lead to higher purchase intention for indulgent food upon a single exposure driven by enhanced perceived tastiness; and evoke satiation upon multiple exposures. Research limitations/implications This research identifies the effect of spatial proximity of food depiction on consumer responses using different stimuli. Future work could explore the effects in alternate consummatory contexts. Practical implications The findings provide clear instructions to marketers and policymakers on how to tailor consumer responses using spatial distance in depiction of food products, depending on the food type and display format. Understanding the effect of visual food cues will help policymakers devise strategies to counter over-consumption, which increases the risk of non-communicable diseases and reduces consumer well-being (SDG 3, United Nations). Originality/value Introducing a novel pictorial cue (i.e. the spatial distance of product depiction), this paper contributes insights to the literature on implicit associations, visual information processing, satiation, over-consumption and food marketing.