Dr Tom Bowden-Green

07/12/2023

4 pieces of and research from the past week or so.

19/06/2023

5 pieces of and academic research published in the past week. Link to the abstracts below.

1. Expressing passion for a luxury product makes luxury consumers seem more authentic
2. Evoking curiosity, then proving information to resolve this, increases attitude and purchase intention
3. On average, people feel younger than equivalent previous generations
4. Thinking about God makes people more considerate of other religious groups
5. Having a perceived ‘strong’ brand, and advertising the brand, reduces suspicion towards customer reviews

1. Expressing passion for a luxury product makes luxury consumers seem more authentic 2. Evoking curiosity, then proving information to resolve this, increases attitude and purchase intention 3. On average, people feel younger than equivalent previous generations 4. Thinking about God makes people m...

05/06/2023

6 pieces of and research that I spotted in the past week:
1. Advertising boosts purchase intention by between 7 and 19 per cent
2. Offering a decision date now or in the future reduces the perceived urgency of the decision
3. Signalling growth of a trend can increase adoption of a behaviour, even if it is not yet a ‘norm’
4. Compared to liberals, conservative consumers are more likely to complain
5. Adverts on concave surfaces are more persuasive than flat or convex surfaces
6. Combining multiple nutritional labels on food increases understanding, trust, and liking

1. Advertising boosts purchase intention by between 7 and 19 per cent 2. Offering a decision date now or in the future reduces the perceived urgency of the decision 3. Signalling growth of a trend can increase adoption of a behaviour, even if it is not yet a ‘norm’ 4. Compared to liberals, conse...

30/05/2023

4 pieces of and research from the past week.

1. Sharing positive beliefs about the world leads to perceptions of kindness
2. Prices ‘just below’ a round number (e.g. 9.99) increase purchase intention but don’t affect product quality
3. Self-disclosure and responsiveness help consumers feel an emotional bond with influencers
4. Putting pressure on customers increases short-term sales, but also increases returns compared to ‘lighter’ persuasion techniques

Links to the abstracts within the newsletter. 👇

1. Sharing positive beliefs about the world leads to perceptions of kindness 2. Prices ‘just below’ a round number (e.g. 9.99) increase purchase intention but don’t affect product quality 3. Self-disclosure and responsiveness help consumers feel an emotional bond with influencers 4. Putting pr...

09/05/2023

6 pieces of and research that I found interesting over the last week. A day late due to the coronation holiday!

1. People are likely to share ‘misinformation’ when they have seen/heard the message before.
2. Celebrity endorsers can protect brands from criticism during a ‘brand transgression’
3. Consumers used ‘consumption coping’ to manage stress during the COVID-19 pandemic
4. Broad targeting seems to generate greater advert impressions than microtargeting
5. Consumers express negative sentiment when overloaded with too much information on one topic
6. People seem more motivated to avoid a vague rather than specific threat

Links to the abstracts on my website 👇.

1. People are likely to share ‘misinformation’ when they have seen/heard the message before. 2. Celebrity endorsers can protect brands from criticism during a ‘brand transgression’ 3. Consumers used ‘consumption coping’ to manage stress during the COVID-19 pandemic 4. Broad targeting see...

20/03/2023

Five and research papers that you might not have spotted last week.

1. Perceptions of brand personality are affected by the sound of the ‘audio logo’ 2. Influencers boost engagement when they discuss ‘close ties’ 3. Using touchscreens can boost consumer confidence 4. Using a consumer’s first name can boost perceived ethicality 5. Conservatives choose infer...

13/03/2023

5 pieces of and research that interested me in the last week...

1. Giving consumers feedback in stages makes them feel impatient 2. Consumers follow celebrities’ gaze in adverts 3. Feeling in control of your life makes you more inclined to purchase ‘green’ products 4. Outlaws can be persuasive advertisers 5. Consumers can be easily deceived by ‘green’ ...

06/03/2023

7 interesting pieces of and research that you might not have spotted last week. Links in the newsletter as always!

https://bowdengreen.com/post/stuff-you-missed-w-c-27-02-23

1. Even children seem to understand that supply and demand are related! 2. ‘Covert’ adverts, appearing as articles or ‘posts’, seem to evoke a negative reaction 3. Seeing the same advert ‘sequentially’ (rather than simultaneously) improves attitude 4. High involvement products stimulate ...

15/02/2023

Six research papers that caught my eye in the last week 👇. Links to the abstracts in the blog.

1. The colour of a plate affects the taste of the food

2. B2B salespeople who use social media appear to be more successful

3. Millennial consumers seem to prefer multi-ethnic advertising

4. Consumers believe the ‘default’ option is the most popular

5. Consumers are affected by the colour of the shop

6. Social media boycotts can increase sales

1. The colour of a plate affects the taste of the food 2. B2B salespeople who use social media appear to be more successful 3. Millennial consumers seem to prefer multi-ethnic advertising 4. Consumers believe the ‘default’ option is the most popular 5. Consumers are affected by the colour of the...

06/02/2023

Latest summary of research you may have missed in the past week. Just four papers that caught my attention this time (links in the blog). Sign up for the weekly newsletter if you're interested in and

1. Moral arguments increase donations to charity
2. Winning advertising awards appears to increase stress
3. Nano-influencers are important for bridging networks
4. We feel ‘disgust’ for those with alternative political views

1. Moral arguments increase donations to charity 2. Winning advertising awards appears to increase stress 3. Nano-influencers are important for bridging networks 4. We feel ‘disgust’ for those with alternative political views Sign-up here to receive updates weekly via email