Prior research has indicated that gelotophobia, people’s fear of being laughed at, influences the... more Prior research has indicated that gelotophobia, people’s fear of being laughed at, influences their emotions toward a disparaging humorous event. Based on two experiments with a sample of 50 Greek participants each, the present study employed face recognition software to explore the emotions of gelotophobes, when exposed to an advertisement. It further examined the moderating role of the type of advertisement (i.e. a disparaging humorous ad vs. a non-disparaging non-humorous ad) and identification with the victim of the joke, on gelotophobes' emotions. At higher levels of identification with the victim, gelotophobes indicated lower levels of joy, joyful (Duchenne) smile, and a positive emotional valence toward a disparaging-humorous advertisement as opposed to non-gelotophobes. Joy was also found to mediate the negative effects of gelotophobia on attitude toward the ad.
International Journal of Retail & Distribution Management, 1995
Within the past four years retailing in Greece has begun to change dramatically. A system of smal... more Within the past four years retailing in Greece has begun to change dramatically. A system of small, independently owned and operated shops, which has been protected by tight legislative controls on store operations, is now under threat from the introduction of modern retail formats, organization and management practices – largely by foreign retailers, either directly or through joint ventures and franchising activity. The trigger to the change has been the liberalization of the trading environment. The consequences for consumers, indigenous retailers and wholesalers, and manufacturers are likely to be profound. The sudden nature of the change and the size of the country make Greece an ideal laboratory for the study of retail change.
As the implementation of experiential marketing becomes increasingly popular, a growing number of... more As the implementation of experiential marketing becomes increasingly popular, a growing number of disciplines are keen on adopting its engaging strategies in order to position themselves more creatively, enhance their value propositions and generate brand loyalty. Towards this end, hotel facilities have been redefined in their philosophy to reflect the combination of distinctive architecture, style, design and the meditation of atmospheric elements that among others constitute an individual brandscape. The paper unfolds the adoption of this approach from the hospitality industry and discusses its potential. Additionally, a taxonomy is suggested that attempts to classify the Hotel servicescapes and proposes a research agenda to stimulate scholar investigation.
Minimalism is a dynamic movement that relates to a number of fields ranging from architecture and... more Minimalism is a dynamic movement that relates to a number of fields ranging from architecture and arts (Adcock, 1990; Botha, 2014; Stevanovich, 2013; Stockl, 2009) to interface (Lenay and Stewart, 2012; Wren and Reynolds, 2004) and computing design (Osen, 1982; VanEenoo, 2011). As a style, it involves simple design formats (Burgess, 1997), sparseness (Botha, 2014; Inbar et al., 2007), and visual peace (Stevanovich, 2013).
As retailers encircle consumers with multi sensory appeals and spectacular environments, the scop... more As retailers encircle consumers with multi sensory appeals and spectacular environments, the scope of retail branding is redefined, while meditation concerning customers’ interpretation of novel store experiences is elicited. This paper aims to elucidate the impact of experiential design on store brand personality and to assess its prevalence on consumer perceptions. A qualitative research design draws evidence from a retail setting, highlighting the strong influence of experiential elements that yet, act in tandem with employee and merchandise variables in the formation of store brand personality. The existence of an overshadowing effect of the brandscape is affirmed, diverting consumers’ attention from products to atmospheric elements, stimulating a critical eye that raises expectations and eliminates their actions.
In light of the prolonged recession in Greece, a longitudinal study attempts to analyse the conte... more In light of the prolonged recession in Greece, a longitudinal study attempts to analyse the content of 584 political advertisements aired over a decade of economic social and political turmoil. The purpose of the research is to identify variations in the type of the advertisements, the focus of the campaign and the use of emotional appeals used by major and minor parties. A comparison of the pre-recession (2004-2009) to the recession period (2010-2015) highlighted that comparative advertising seems to hold sway among major political parties in times of recession. Variations in the emotional appeals were also identified with major parties focusing on negative emotions such as fear and anger, whereas minor parties’ humorous advertising seems to evoke feelings of joy. Additionally, the pre-recession period campaigns conveyed the public’s warm acceptance of leader whereas during the recession, both major and minor parties focused on portraying a leader with a vision for the future.
Purpose – The entrance of Social Media has changed the way teenagers communicate with each other.... more Purpose – The entrance of Social Media has changed the way teenagers communicate with each other. Teenagers enjoy sharing their personal details, interests and hobbies, which helps marketers to build more personalized and targeted campaigns. The purpose of this paper is to explore the relationship between the personal characteristics of a teenager, such as personality, brand loyalty and peer group pressure and his Social Media usage. Design/methodology/approach – A convenience sample of 218 Greek students (12-14 years old) from schools was recruited to participate in the study. Students who are profile owners to at least one of the two Social Networking Sites, Facebook or Google+, were asked to answer an online questionnaire, which included questions regarding their social media usage, their personality’s characteristics, and the level of their brand loyalty and peer group pressure. Findings – Facebook usage is high among Greek teenagers as almost everybody, 94%, has a profile on Fa...
Prior research has indicated that gelotophobia, people’s fear of being laughed at, influences the... more Prior research has indicated that gelotophobia, people’s fear of being laughed at, influences their emotions toward a disparaging humorous event. Based on two experiments with a sample of 50 Greek participants each, the present study employed face recognition software to explore the emotions of gelotophobes, when exposed to an advertisement. It further examined the moderating role of the type of advertisement (i.e. a disparaging humorous ad vs. a non-disparaging non-humorous ad) and identification with the victim of the joke, on gelotophobes' emotions. At higher levels of identification with the victim, gelotophobes indicated lower levels of joy, joyful (Duchenne) smile, and a positive emotional valence toward a disparaging-humorous advertisement as opposed to non-gelotophobes. Joy was also found to mediate the negative effects of gelotophobia on attitude toward the ad.
International Journal of Retail & Distribution Management, 1995
Within the past four years retailing in Greece has begun to change dramatically. A system of smal... more Within the past four years retailing in Greece has begun to change dramatically. A system of small, independently owned and operated shops, which has been protected by tight legislative controls on store operations, is now under threat from the introduction of modern retail formats, organization and management practices – largely by foreign retailers, either directly or through joint ventures and franchising activity. The trigger to the change has been the liberalization of the trading environment. The consequences for consumers, indigenous retailers and wholesalers, and manufacturers are likely to be profound. The sudden nature of the change and the size of the country make Greece an ideal laboratory for the study of retail change.
As the implementation of experiential marketing becomes increasingly popular, a growing number of... more As the implementation of experiential marketing becomes increasingly popular, a growing number of disciplines are keen on adopting its engaging strategies in order to position themselves more creatively, enhance their value propositions and generate brand loyalty. Towards this end, hotel facilities have been redefined in their philosophy to reflect the combination of distinctive architecture, style, design and the meditation of atmospheric elements that among others constitute an individual brandscape. The paper unfolds the adoption of this approach from the hospitality industry and discusses its potential. Additionally, a taxonomy is suggested that attempts to classify the Hotel servicescapes and proposes a research agenda to stimulate scholar investigation.
Minimalism is a dynamic movement that relates to a number of fields ranging from architecture and... more Minimalism is a dynamic movement that relates to a number of fields ranging from architecture and arts (Adcock, 1990; Botha, 2014; Stevanovich, 2013; Stockl, 2009) to interface (Lenay and Stewart, 2012; Wren and Reynolds, 2004) and computing design (Osen, 1982; VanEenoo, 2011). As a style, it involves simple design formats (Burgess, 1997), sparseness (Botha, 2014; Inbar et al., 2007), and visual peace (Stevanovich, 2013).
As retailers encircle consumers with multi sensory appeals and spectacular environments, the scop... more As retailers encircle consumers with multi sensory appeals and spectacular environments, the scope of retail branding is redefined, while meditation concerning customers’ interpretation of novel store experiences is elicited. This paper aims to elucidate the impact of experiential design on store brand personality and to assess its prevalence on consumer perceptions. A qualitative research design draws evidence from a retail setting, highlighting the strong influence of experiential elements that yet, act in tandem with employee and merchandise variables in the formation of store brand personality. The existence of an overshadowing effect of the brandscape is affirmed, diverting consumers’ attention from products to atmospheric elements, stimulating a critical eye that raises expectations and eliminates their actions.
In light of the prolonged recession in Greece, a longitudinal study attempts to analyse the conte... more In light of the prolonged recession in Greece, a longitudinal study attempts to analyse the content of 584 political advertisements aired over a decade of economic social and political turmoil. The purpose of the research is to identify variations in the type of the advertisements, the focus of the campaign and the use of emotional appeals used by major and minor parties. A comparison of the pre-recession (2004-2009) to the recession period (2010-2015) highlighted that comparative advertising seems to hold sway among major political parties in times of recession. Variations in the emotional appeals were also identified with major parties focusing on negative emotions such as fear and anger, whereas minor parties’ humorous advertising seems to evoke feelings of joy. Additionally, the pre-recession period campaigns conveyed the public’s warm acceptance of leader whereas during the recession, both major and minor parties focused on portraying a leader with a vision for the future.
Purpose – The entrance of Social Media has changed the way teenagers communicate with each other.... more Purpose – The entrance of Social Media has changed the way teenagers communicate with each other. Teenagers enjoy sharing their personal details, interests and hobbies, which helps marketers to build more personalized and targeted campaigns. The purpose of this paper is to explore the relationship between the personal characteristics of a teenager, such as personality, brand loyalty and peer group pressure and his Social Media usage. Design/methodology/approach – A convenience sample of 218 Greek students (12-14 years old) from schools was recruited to participate in the study. Students who are profile owners to at least one of the two Social Networking Sites, Facebook or Google+, were asked to answer an online questionnaire, which included questions regarding their social media usage, their personality’s characteristics, and the level of their brand loyalty and peer group pressure. Findings – Facebook usage is high among Greek teenagers as almost everybody, 94%, has a profile on Fa...
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