Using construal level theory, this research investigates how brand longevity can be framed effectively in advertising. We theorize that brand longevity should be displayed concretely rather than abstractly, because a concrete frame enhances perceived brand adaptability, which in turn positively affects attitudes towards advertising (Aad) and the brand (Ab). Four experiments using textual and visual manipulations of the construal frame provide support for this rationale. Theoretically, our research shows that in the case of brand longevity, concrete rather than abstract frame offers better performances in terms of attitude toward the advertisement and the brand.

Similarity and congruence have been identified to play key roles into persuasive communication and consumers processing of information (Germelmann et al., 2020; Huang et al., 2021). On the one hand, the concept of similarity is central to perceptual processes and sciences of knowledge (i.e., categorization, memorization, etc.) (Tversky, 1977) and has been used under different names as "proximity, resemblance, communality, representativeness, and psychological distance" (Tversky et al., 1978), among others (Taylor & Hummel, 2007). On the other, in the marketing literature, the concept of congruence with its relative denomination - i.e., congruency, congruity, match, fit, resemblance, etc. - has emerged and brought confusion with the concept of similarity (Bèzes & Mercanti-Guérin, 2017). Indeed, literature shows that measurements of similarity and congruence are interrelated, and, particularly, congruence appears to be often measured with wordings relating to similarity (see Martin et al., 2005; Swaminathan et al., 2007). Besides, formal definition of congruence is scarce in the literature (Maille & Fleck, 2011). Evolving consumers environments (i.e., physical, hybrid, and virtual) and the faster pace of sensory-enabling technologies brought to the market (i.e., stimulation of the senses) (Basdogan et al., 2020; Rekik et al., 2017) allow researchers to dig deeper the understanding of underlying perceptual processing of information preceding cognitive and mental stages (Barsalou, 2010). Indeed, computer-mediated environments have created tangible frontiers enabling to dissociate and study the various stages of sensory information processing (Racat et al., 2021). For instance, the recent haptic technologies used into touchscreens interfaces (e.g., Apple Haptic Touch) enable researchers to study the sense of touch on its perceptual level via the interface ability to stimulate differently tactile sensations in line or not with the virtual content (Vezzoli et al., 2016). This is particularly relevant for online, distant and virtual consumption wherein shoppers use their experiences with offline purchases as a point of comparison between the virtual and physical representation of the targeted object. Therefore, the perceived similarity between these two experiences is likely to influence online shopping outcomes as well as the perceived congruency (Racat & Capelli, 2016; Weeks et al., 2008; Xu et al., 2013). Following directions for construct clarification in marketing (Bergkvist & Eisend, 2021), this paper aims to contribute to the conceptualization and measurement of similarity in marketing via the concept of sensory similarity. Using the hybrid environment as a field of exploration for the concept, we aim to dissociate the different processes between similarity and congruence in a persuasive communication context.

L’objectif de cet article est de proposer une définition de la notion d’avis de consommateur en ligne. Après la présentation de l’ensemble de la démarche adoptée pour la construire, sont explicités chacun des sept « critères discriminants absolus » élaborés. Ces sept critères conduisent à la proposition de la définition suivante : un avis de consommateur en ligne est un message émis par un consommateur qui partage des informations ou réactions affectives consécutivement à son expérience de consommation d’un objet, publié sur une plateforme internet, accessible à tout public, et non contrôlé par l’organisation sujette. En conclusion sont soulignées les contributions potentielles de cette définition sur le double plan académique et managérial.

While “an image is worth a thousand words”, there is limited advertising research looking at the practice of translating abstract marketing concepts into visual elements. This research considers the way that advertising professionals manipulate the concept of brand longevity and through which techniques they make it visible. Thirteen interviews conducted with art directors and graphic designers, as well as a visual content analysis on a corpus of 204 advertisements, lead to identifying a repertoire of visual codes. The findings further describe four types of longevity-themed advertisements: legitimizing, humorous, nostalgic, and aesthetic. This investigation contributes to the literature on brand longevity by showing what it looks like in practice. It also contributes to the broader literature on advertising by introducing the concept of the “visual mix” and the associated idea that graphic design is the craft of articulating visual codes, providing relevant solutions that fit the brand’s positioning.

The evaluation of consumer preferences is a fundamental aspect for cosmetic products development and marketing. Consumer preferences are the result of sensory, emotional, and cognitive responses to products. They have been traditionally studied with sensorial evaluation methods which are time-consuming and are based only on the explicit responses of users and trained panels. Recently, with the evolution of the technology of physiological sensors, they have emerged as possible tools to study customer preferences from their physiological and non-conscious reactions. However, there is currently no standard protocol or application guide explaining how to use them for the evaluation of customer preferences for cosmetic products. In response to the above, this article presents the main factors to propose such a protocol. We present the steps, the decisions to be made, the criteria and some application guide for the selection of the appropriate evaluation methods and statistical analysis according to the goal of the consumer preferences study. A protocol is proposed and tested for a case study: the evaluation of consumer preferences over two cosmetic creams with different textures. As conclusions, physiological sensors give complementary information to surveys about the preferences of customers, because they enable to follow in real time their physiological reactions to the product. However, not all physiological sensors are equally applicable, and individual analysis of each signal may be inconclusive. It is recommended to study sensor signals and survey results in an integrated manner, overall considering that preferences are the result of a systemic complex process (sensory, physiological, emotional, conscious).

To deal with uncertainty when purchasing over the internet, online shoppers use their experiences with offline purchases as a point of comparison between the virtual and physical representation of the targeted product. Therefore, the perceived similarity between these two experiences is likely to influence online shopping outcomes (Racat and Capelli 2016; Xu et al. 2013). Thus, our study aims to further develop the concept of similarity and investigate its influences on cognitive processes such as mental imagery and memorization. Research has investigated similarity from two differing perspectives, namely as either a global phenomenon or as a component of cognitive processes (i.e. categorizations, memory process, decision-making, etc.) (Bezes and Mercanti-Guerin 2016; Sagi et al. 2012). Another stream of research in psychology has emerged focused on cognitive processes, considering the senses and perception as well as the situation (i.e. Tversky's context) as initiating mental activities leading to behaviors (Barsalou 1999; Borghi and Pecher 2012; Erle and Topolinski 2017; Fischer 2012; Meier et al. 2012). Indeed, psychologists have dug into information processing through perception of objects with the use of senses and determined that each sense is an expert system, in particular tactile and visual senses, for acknowledging different elements of an object and tend to be more accurate and faster when used consistently (e.g. texture for touch, shape for vision) (Klatzky et al. 1985; Lederman and Klatzky 1987). Based on these findings, the concept of similarity might also be reconsidered as the attention depends on the accuracy of the sense to consider the object, for which the attention is driven by the stimuli properties. Thus, we extent the current understanding of similarity by considering the effect of sensory similarity on mental imagery and memorization. We define sensory similarity as the extent to which an indirect sensory experience of a product mimics a direct sensory experience of it. Based on grounded cognition theories, the concept of sensory similarity considers the overall process of similarity judgement including literal and relational similarity during information acquisition such as the relational and literal similarities require mental analysis to make a differentiation between two objects while the sensations of a product perceived through one environment or another has already been "categorized" by one's sensory perception.

This research investigates the effect of interaction between sensory emojis and background color of an email on consumers’ responses. More particularly, would emojis related to our senses (e.g. or ) be able to activate sensory imagery such as touch or auditory imagery? If sensory emojis produce sensory imagery into which appropriate background color (e.g. red vs blue) they have to be inserted in order to enhance consumers’ responses? Indeed, atmospheric variables such as color are important marketing tools that attract and shape consumers’ perceptions (Labrecque and Milne 2012).We leverage Construal level theory (CLT) that provides a theoretical framework to predict in which appropriate background color specific sensory emojis have to be inserted. We suggest that sensory emojis related to proximal (distal) senses such as touch (hear) have to be integrated in red (blue) background color. We explain these combinations through the fit between psychological distance associated with senses and the construal level activated by red or blue color. We run an experiment, in a real situation, that tests the interplay between sensory emojis (touch vs hearing) and background colors (red vs blue) inserted into a starter email of a chatbot. A residual means analysis (Umesh et al. 1996) suggest that inserted proximal (distal) sensory emoji into red (blue) background is the optimal combination that enhances consumers' responses. These first results contribute to literature on emoji by showing that color background play an important role in the use of emoji into an email. Moreover, we contribute to CLT by showing that this framework could predict the effect of interplay between sensorial elements such as sensory emojis and color. Regarding implications managerial, this research aims to provide concrete suggestions for marketers who use emoji and color in their digital content. There are several applications for different contexts such as email marketing or online websites.

Although brand placements are commonplace in promotion strategies, the extant literature lacks a quantitative empirical synthesis of the effect of placements on cognitive, attitudinal, and conative outcomes. The authors report a meta-analysis addressing the extent to which brand placements affect consumers’ brand placement memory, brand salience, consumer attitude toward the placed brand, and purchase intentions or choice. Four hierarchical meta-regression models explore contexts and executional characteristics that contribute to relatively stronger or weaker brand placement effects. Overall, findings suggest strong, positive placement effects on brand placement memory and small or modest, positive placement effects on brand salience, attitude, and conation. Among the factors potentially moderating these effects, brand-plot connection emerges as a key executional characteristic associated with stronger (more positive) cognitive, attitudinal, and conative effects for plot-connected relative to unconnected placements. Moreover, prominent placements enhance brand placement memory effects while not evidencing any significant backlash on persuasive effects. The same pattern emerges for placement disclosure. The findings have significant implications for marketing managers and public policy makers and provide important directions for further research.