Relations between Values, Attitudes, and Behavioral Intentions: The Moderating Role of Attitude Function

1995 ◽  
Vol 31 (3) ◽  
pp. 266-285 ◽  
Author(s):  
Gregory R. Maio ◽  
James M. Olson
Keyword(s):  
Behavioral Intentions ◽  
Attitude Function ◽  
Moderating Role

Servicescape, positive affect, satisfaction and behavioral intentions: The moderating role of familiarity

2019 ◽  
Vol 78 ◽  
pp. 102-111 ◽  
Author(s):  
Jeong-Yeol Park ◽  
Robin M. Back ◽  
Diego Bufquin ◽  
Valeriya Shapoval
Keyword(s):  
Positive Affect ◽  
Behavioral Intentions ◽  
Moderating Role

Looking at you: celebrity direct eye gaze influences social media post effectiveness

2020 ◽  
Vol 54 (12) ◽  
pp. 3051-3076
Author(s):  
Jasmina Ilicic ◽  
Stacey M. Brennan
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Behavioral Intentions ◽  
Eye Gaze ◽  
Brand Relationships ◽  
Verbal Cues ◽  
Content Type ◽  
Moderating Role ◽  
Practical Implications

Purpose The purpose of this paper is to introduce and examine the effect of a celebrity’s eye gaze on self-celebrity connection. A celebrity’s direct (vs averted) eye gaze can be used as a tactic in social media posts to increase self-celebrity connection and behavioral intentions. Examining the effectiveness of a celebrity’s eye gaze is important, as celebrities regularly use social media to manage their brand image and to build a relationship with consumers. Design/methodology/approach Study 1 examines the effect of a celebrity’s eye gaze (direct vs averted) on self-celebrity connection. Study 2 investigates the role of celebrity authenticity in explaining the effect of a celebrity’s eye gaze on consumer–celebrity brand relationships. Study 3 examines the moderating role of a non-Duchenne smile (fake, social smile) in diluting the effect of a celebrity’s direct eye gaze on self-celebrity connection and the downstream consequences on behavioral intentions. Findings The findings from Study 1 indicate that a celebrity’s direct (averted) eye gaze strengthens (weakens) self-celebrity connection. Study 2 provides evidence of celebrity authenticity as the explanation for stronger consumer–celebrity connection when a celebrity is featured with a direct eye gaze. The results of Study 3 show that a fake smile in a celebrity’s social media posts can weaken relationships with and behavioral intentions toward celebrities with a direct eye gaze. Research limitations/implications This paper is limited, as it focuses only on eye gaze and smiles as non-verbal cues depicted in celebrity images on social media. Practical implications This paper has important implications for celebrities, celebrity brand managers (including digital/social media marketing managers and public relations professionals) and advertisers. Celebrities, celebrity brand managers and advertisers should develop social media posts that can strengthen consumer–celebrity relationships and positively influence behaviors toward the celebrity through: 1) ensuring that photographs are taken with the celebrity looking directly into the camera at the target (audience); and 2) avoiding posting images of a celebrity’s direct eye gaze with a non-Duchenne (fake) smile. Originality/value This paper introduces and provides evidence of a celebrity’s direct eye gaze–self-celebrity relationship effect. Tactics, such as eye gaze, can strengthen consumer–celebrity relationships, which is crucial in building brand equity and in increasing financial value for the celebrity.

Violent audiovisual content and social consequences: The moderating role of aggression in adolescents

2015 ◽  
Vol 40 (2) ◽  
Author(s):  
Gaspar Brändle ◽  
Miguel Angel M. Cardaba ◽  
Reynaldo G. Rivera
Keyword(s):  
Multiple Regression ◽  
Behavioral Intentions ◽  
Social Consequences ◽  
European Countries ◽  
Regression Analyses ◽  
Subjective Experiences ◽  
Aggressive Cognitions ◽  
Initial Objective ◽  
Moderating Role

AbstractNumerous studies have linked the consumption of violent audiovisual content to the increase of aggressive cognitions and behaviors. This research aims to clarify whether the possible harmful consequences of violent videogames might vary depending on an individual variable such as trait aggressiveness. A correlational study was carried out among 6,130 teenagers (average age of 13.8 years) from two European countries, in which it became evident, by means of multiple regression analyses, that there was a positive correlation between the use of violent videogames and aggressive behavioral intentions. More relevantly, these correlations were greater amongst those subjects with higher scores on the Aggression Scale. Finally, when analyzing the subjective experiences of users of violent videogames, the more aggressive individuals manifested a greater desire to imitate the characters of the interactive content, admitting that they ended up more agitated even when their initial objective was to relieve tension or relax. Practical and theoretical implications (e.g., Catharsis theory) of those results are discussed.

scholarly journals How to Form Behavioral Intentions in the Field of Drone Food Delivery Services: The Moderating Role of the COVID-19 Outbreak

2020 ◽  
Vol 17 (23) ◽  
pp. 9117
Author(s):  
Jinsoo Hwang ◽  
Dohyung Kim ◽  
Jinkyung Jenny Kim
Keyword(s):  
Willingness To Pay ◽  
Behavioral Intentions ◽  
Positive Relationship ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Food Delivery ◽  
Delivery Services ◽  
The Relationship ◽  
Moderating Role

This study was designed to identify the significance of drone food delivery services using the moderating role of the outbreak of COVID-19. More specifically, this study proposed that there is a positive relationship between the overall image and the desire. Additionally, it was hypothesized that the desire helps to enhance two types of behavioral intentions, which included word-of-mouth intentions and the willingness to pay more. Lastly, the moderating role of the outbreak of COVID-19 was proposed during this process. Six hypotheses were tested that used 335 samples before the outbreak of COVID-19, and 343 samples were used after the outbreak of COVID-19 in South Korea. The data analysis results indicated that the overall image has a positive influence on the desire, which in turn positively affects the word-of-mouth intentions and the willingness to pay more. Furthermore, this study identified the important moderating role of the outbreak of COVID-19 in the relationship between the desire and the word-of-mouth intentions.

Relationships among Perceived Justice, Customers' Satisfaction, and Behavioral Intentions: The Moderating Role of Gender

2001 ◽  
Vol 88 (3) ◽  
pp. 805-811 ◽  
Author(s):  
Vicente Martínez-Tur ◽  
José Ramos ◽  
José M. Peiró ◽  
Esther García-Buades
Keyword(s):  
Gender Differences ◽  
Sex Differences ◽  
Distributive Justice ◽  
Behavioral Intentions ◽  
Interactional Justice ◽  
Perceived Justice ◽  
Moderating Role

This article tested the gender differences in the relationships between perceptions of justice, customers' satisfaction, and behavioral intentions. The sample consisted of 334 subjects (205 men and 129 women) surveyed in 38 hotels located in Spain. A questionnaire was used to measure distributive, procedural, and interactional justice as well as customers' responses of satisfaction and intentions. Analysis showed that the correlation between scores for distributive justice and customers' satisfaction as well as that between distributive justice and intentions were greater for men than for women. In contrast, the sex differences in the links of procedural and interactional justice to satisfaction and intentions were not significant.

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