Must the underdog win? The moderation effect of product type in the underdog effect of brand stories

2018 ◽  
Vol 21 (4) ◽  
pp. 237-245 ◽  
Author(s):  
Yalin Li ◽  
Min Zhao
Keyword(s):  
Product Type ◽  
Moderation Effect ◽  
Underdog Effect

scholarly journals The Effects of Review Presentation Formats on Consumers' Purchase Intention

2021 ◽  
Vol 29 (6) ◽  
pp. 1-20
Author(s):  
Cong Li ◽  
Yuming Liu ◽  
Rong Du
Keyword(s):  
Coding Theory ◽  
Purchase Intention ◽  
Online Shopping ◽  
Purchase Intentions ◽  
Product Type ◽  
Dual Coding ◽  
Moderation Effect ◽  
Factors Influencing ◽  
Presentation Formats ◽  
The Impact

Perception of products has becoming one of the most important factors influencing consumers’ purchase intention in the context of online shopping. Thus, enriching and studying review presentation formats have been significant things for practitioners and researchers. This study employed dual coding theory and telepresence theory to investigate the effects of review presentation formats (text-based reviews, image-based reviews and video-based reviews) on consumers’ purchase intention, and then analysed the moderation effect of product type. The 3×2 between-subject situational experiment and 3×2 within-subject eye-tracking experiment design were separately applied to test the hypotheses. The results manifested that review presentation formats exactly could generate different impacts on consumers’ purchase intentions. And product type moderated the impact of presentation formats on purchase intentions. Hence, this research considered online vendors should pay more attention to image-based and video-based reviews, moreover take the product type into account.

scholarly journals The Effects of Review Presentation Formats on Consumers’ Purchase Intention

2021 ◽  
Vol 29 (6) ◽  
pp. 0-0
Keyword(s):  
Coding Theory ◽  
Purchase Intention ◽  
Online Shopping ◽  
Purchase Intentions ◽  
Product Type ◽  
Dual Coding ◽  
Moderation Effect ◽  
Factors Influencing ◽  
Presentation Formats ◽  
The Impact

Perception of products has becoming one of the most important factors influencing consumers’ purchase intention in the context of online shopping. Thus, enriching and studying review presentation formats have been significant things for practitioners and researchers. This study employed dual coding theory and telepresence theory to investigate the effects of review presentation formats (text-based reviews, image-based reviews and video-based reviews) on consumers’ purchase intention, and then analysed the moderation effect of product type. The 3×2 between-subject situational experiment and 3×2 within-subject eye-tracking experiment design were separately applied to test the hypotheses. The results manifested that review presentation formats exactly could generate different impacts on consumers’ purchase intentions. And product type moderated the impact of presentation formats on purchase intentions. Hence, this research considered online vendors should pay more attention to image-based and video-based reviews, moreover take the product type into account.

Test-Taking Motivation and Personality Test Validity

2010 ◽  
Vol 9 (3) ◽  
pp. 117-125 ◽  
Author(s):  
Thomas A. O’Neill ◽  
Richard D. Goffin ◽  
Ian R. Gellatly
Keyword(s):  
Personality Assessment ◽  
Personnel Selection ◽  
Test Validity ◽  
Personality Testing ◽  
Personality Test ◽  
Field Sample ◽  
Moderation Effect ◽  
Test Taking ◽  
Low Levels ◽  
Valid Criterion

In this study we assessed whether the predictive validity of personality scores is stronger when respondent test-taking motivation (TTM) is higher rather than lower. Results from a field sample comprising 269 employees provided evidence for this moderation effect for one trait, Steadfastness. However, for Conscientiousness, valid criterion prediction was only obtained at low levels of TTM. Thus, it appears that TTM relates to the criterion validity of personality testing differently depending on the personality trait assessed. Overall, these and additional findings regarding the nomological net of TTM suggest that it is a unique construct that may have significant implications when personality assessment is used in personnel selection.

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