INTERESTING PAPERSKATRINA

WHAT DOES THE BRAIN TELL US ABOUT TRUST AND DISTRUST?

EVIDENCE FROM A FUNCTIONAL NEUROIMAGING STUDY

Angelika DimokaMIS Quarterly / June 2010

Functional magnetic resonance imaging(FMRI)

WHAT DOES THE BRAIN TELL US ABOUT TRUST AND DISTRUST?

EVIDENCE FROM A FUNCTIONAL NEUROIMAGING STUDY

TRUST

DISTRUST

Trust/Distrust Stimuli

(Seller Feedback Profiles)

Neural Correlates

Of Trust/Distrust

Effects of

Trust/Distrust

AFFECT IN WEB INTERFACES: A STUDY OF THE IMPACTS OF WEB PAGE VISUAL COMPLEXITY AND ORDER

Liqiong Deng & Marshall Scott PooleMIS Quarterly / Dec 2010

AFFECT IN WEB INTERFACES: A STUDY OF THE IMPACTS OF WEB PAGE VISUAL COMPLEXITY AND ORDER

AFFECT IN WEB INTERFACES: A STUDY OF THE IMPACTS OF WEB PAGE VISUAL COMPLEXITY AND ORDER

Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts?

Jaime Noriega & Edward Blair Journal of Marketing / Sep 2008

Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts?

self-referent

• Self-referent processing also facilitates positive thoughts and memories, the affect for which can get transferred to the advertisement or brand

• Self-referent processing consists of autobiographical thoughts (thoughts about life experiences) and thoughts about targets associate with the self.

Ogilvie and Ashmore 1991

Stayman and Unnava 1997

FFHH-related thoughts

• advertisements presented in bilinguals’ native language are more likely to evoke associations that match that language—specifically, the bilingual’s associations with family, friends, home, or homeland (hereinafter FFHH)—than advertisements presented in English.

Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts?

Translate

into

native

language

WHAT THEY FEEL?

“I was reminded of the delicious food

my mother makes”

“... about my aunt’s fried steak fingers”

“... chicken cooking in the skillet in Mexico”

Analysisdata

Translate Condition

No-Translate Condition

FFHH-related thoughts

10.5% 1.6%

• Native-language advertisements elicit a higher proportion of FFHH-related thoughts than second-language advertisements.

• the effect is stronger for advertisements in native-language contexts than for those in second- language contexts.

• A rise in the proportion of FFHH-related thoughts results in more positive attitudes toward the ad and the brand and higher purchase intentions.

Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts?

Proportion of

FFHH thoughts

Language of the

advertisement

Language X

consumption

context

Consumption

context

AttitudeTowardThe ad

AttitudeToward

The brand

Purchaseintentions

Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts?