Person: Sayin, Eda
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First Name
Eda
Last Name
Sayin
Affiliation
IE University
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IE Business School
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Marketing and Communication
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6 results
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Publication 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/02jjdwm75This 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.Publication Impressive Insults: How do consumers perceive self-deprecating advertisements?(Wiley, 2024-07-08) Sayin, Eda; Kale, Vaishnavi; https://ror.org/02jjdwm75Most advertisements highlight a product's positive attributes to attract consumers. Yet, some brands deliberately criticize themselves by employing self-deprecation within their communications, such as Carlsberg's “Probably not the best beer in the world” campaign. This research examines whether, when, and why consumers react more favorably to self-deprecating advertisements. In six experiments, we demonstrate that when the self-deprecated attribute holds less importance to consumers, self-deprecating (vs. self-promoting) advertisements enhance brand trust by elevating the brand's social attractiveness and diminishing consumer skepticism. Importantly, self-deprecation in advertisements also lowers consumers' tendency to avoid them. We empirically rule out several alternative explanations (i.e., consumer engagement, sentiment, nonconformity, and novelty) for these effects. Our research builds on prior studies in impression management and social psychology, contributing to the literature on advertising, self-deprecation, and consumer skepticism by promoting the strategic use of self-deprecating advertisements to bolster brand trust and reduce advertising avoidance. We offer actionable insights for managers and practitioners, highlighting how self-deprecation can effectively address the challenges of building trust in diverse consumer-facing marketing contexts.Publication The influence of self-brand connection on consumer reactions to symbolic incongruency and perceived betrayal(John Wiley and Sons Inc, 2024) Gürhan Canli, Zeynep; Sayin, Eda; https://ror.org/02jjdwm75This research provides compelling evidence that consumer reactions toward symbolically incongruent brand behaviors depend on their level of self-brand connection. It challenges the conventional belief that high self-brand connection works as a protecting shield for brands and reveals that consumers with higher (vs. lower) self-brand connection react more negatively toward symbolically incongruent brand behaviors because they feel betrayed by the brand. The results unveil that a sense of betrayal can be incited,when a brand's behavior is symbolically incongruent with its established meaning. This pattern of consumer responses is consistent across four experimental studies,which involved a diverse sample of 563 participants from different countries,including the United States,the United Kingdom,and Spain and used various product categories. The results consistently show that individuals with high self-brand connection display an increased intention to engage in negative word of mouth,along with a decline in their brand attitudes and purchase intentions,driven by feelings of betrayal. This effect is further intensified for consumers with higher self-enhancement need. It is worth noting that prior literature on betrayal has often linked such feelings to more significant transgressions and behaviors with immoral connotations. © 2024 The Authors. International Journal of Consumer Studies published by John Wiley & Sons Ltd.Publication Shifting Standards in Consumer Evaluations of Global and Local Brands After Product-Harm Crises(Sage, 2023-12-12) Sayin, Eda; Aydınoğlu, Nilüfer ; Özsomer, Ayşegül; Gürhan Canli, Zeynep; https://ror.org/02jjdwm75Building on shifting standards theory from social psychology, the authors suggest global versus local branding as an important categorization that affects consumers’ reactions to product-harm crises in emerging markets. Specifically, the distinct associations attached to global and local brands create shifting standards and lead to differential consumer expectations and evaluations. In four main and two supplementary experiments, the authors demonstrate that consumers from emerging markets react more negatively toward a product-harm crisis by global (vs. local) brands. Higher initial expectations for global brands are the underlying cause of this more pronounced consumer response to failures. The authors demonstrate which specific expectations are driven by the shifting standards around global and local brands and identify product category as a relevant boundary condition. Finally, consumers with high ethnocentrism appreciate it directionally more when a local brand provides compensation after a product-harm crisis than when a global brand provides compensation. The results have important implications for brand management and crisis management strategies.Publication Hand movement speed in advertising elicits gender stereotypes and consumer responses(John Wiley and Sons Inc, 2022) Malik, Sumit; Sayin, Eda; https://ror.org/02jjdwm75Merely 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 LLCPublication 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/02jjdwm75Purpose 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.