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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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 Feeling Attached to Symbolic Brands within the Context of Brand Transgressions(Emerald, 2015-05-02) Sayin, Eda; Gürhan Canli, Zeynep; https://ror.org/02jjdwm75Purpose We propose that brands with strong associations and dedicated customers may be vulnerable if customers perceive them as exploiting their relationship. Methodology/approach We start by reviewing the literature on brand meaning, brand attachment, brand relationships, and brand transgressions. The extant literature implies that as a result of their willingness to sustain their brand relationship, highly attached consumers will either discount negative information about a brand or attribute the responsibility for the negative information to some external factors. We propose, on the other hand, that when negative information dilutes the reason for brand attachment, the norm of the consumer–brand relationship is violated (brand transgression). Then we argue that highly attached consumers of that brand will react more negatively (when compared to consumers not feeling highly attached) toward the brand. Findings We introduce a typology of brand transgressions against the (1) expressive, (2) exclusive, (3) expert, and (4) empathic nature of brands. We discuss the possible effects of attachment levels on consumers’ reactions after such brand transgressions. Additionally, we articulate the moderating effects of four consumer motives (need for self-enhancement, need for uniqueness, need for risk avoidance, and need for justice) on consumer reactions. Originality/value Our reasoning counters the literature suggesting that highly attached consumers of a brand will engage in relationship-sustaining behaviors. We contribute to the brand-transgression literature by providing a more structured and detailed definition of brand transgressions by classifying them under four distinct types.Publication “Sound and safe”: The effect of ambient sound on the perceived safety of public spaces(Elsevier, 2015-12) Sayin, Eda; Krishna, Aradhna; Ardelet, Caroline; Briand Decré, Gwenaëlle; Goudey, Alain; https://ror.org/02jjdwm75The amount of crime to which individuals are exposed on a daily basis is growing, resulting in increased anxiety about being alone in some public places. Fear of crime usually results in avoidance of places that are perceived to be unsafe, and such avoidance can have negative financial consequences. What can be done to reduce fear in relatively safe public places that are nevertheless perceived as being unsafe? In this paper, we explore the effect of auditory input (type of ambient sound) on perceived social presence and one's feeling-of-safety in public spaces such as car parks and metro stations. In one field study and four laboratory studies, we demonstrate that different ambient sounds convey social presence to a different degree. When perceived social presence is higher and positive, the feeling-of-safety is also higher. Additionally, we show that an increase in perceived safety has a positive effect on consumers' satisfaction with the public area and even raises their willingness to purchase a monthly membership card for the public area. Furthermore, the effect of ambient sound on such consumer responses is serially mediated by perceived social presence and feeling-of-safety.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 Can luxury brands be ethical? Reducing the sophistication liability of luxury brands(Elsevier, 2019-10-01) Costa Pinto, Diego; Maurer Herter, Márcia; Gonçalves, Dilney; Sayin, Eda; https://ror.org/02jjdwm75Past research suggests that consumers may negatively evaluate luxury brands that engage in corporate social responsibility (CSR) because they do not perceive a consistency between luxury and ethical consumption (sophistication liability). As luxury is an increasingly relevant industry, it is important to understand how to promote ethical luxury consumption and cleaner production practices in luxury. This article extends previous findings and provides a framework that shows the conditions under which luxury and ethical consumption can be compatible. In particular, we find that consumers perceive sophisticated brands as less ethical than sincere brands when their social identity goals are salient (i.e., they focus on their social relationships); however, when consumers personal identity goals are salient (i.e., they focus on themselves), they perceive sophisticated brands as equally ethical as sincere brands. Finally, we also show that luxury brands' CSR actions should focus on the firms' own consumers whereas sincere brands’ CSR actions should focus on society in general. This research contributes to the literature on sustainability by demonstrating when and how sophisticated brands can engage in socially responsible practices like CSR and cleaner production.Publication Smellizing Cookies and Salivating: A Focus on Olfactory Imagery(Oxford University Press, 2013-12-13) Krishna, Aradhna; Morrin, Maureen; Sayin, Eda; https://ror.org/02jjdwm75The concept of olfactory imagery is introduced and the conditions under which imagining what a food smells like (referred to here as “smellizing” it) impacts consumer response are explored. Consumer response is measured by: salivation change (studies 1 and 2), actual food consumption (study 3), and self-reported desire to eat (study 4). The results show that imagined odors can enhance consumer response but only when the consumer creates a vivid visual mental representation of the odor referent (the object emitting the odor). The results demonstrate the interactive effects of olfactory and visual imagery in generating approach behaviors to food cues in advertisements.Publication 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.