Examining the Visual Impact of Object Typeface on Event Participation
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/658 |
Resumo: | We argued that elaborate and inharmonious design evokes greater interest in a brand, although Gestalt psychology scholars thought that harmonious and straightforward designs are more liked. The study used object typeface patterns to show cross-modal correspondence between typeface physical appearance and participant’s emotions on event participation in three experiments of between-subject designs. Participants (N=480) in three emotional valences in two levels, 160 (80 pleasure and 80 displeasure), 160 (80 arousal and 80 unaroused), and 160 (80 dominance and 80 submissive) to examine the visual impact of object typeface on event participation. The findings from the three experiments revealed a significant effect of object typeface on event participation. Additionally, we observed a positive and significant effect of the three emotional valences (pleasure, arousal, and dominance) on event participation, demonstrating a cross-modal interaction and substantial bias effect of heuristic on systematic processing. At the same time, motivation mediated the relationship between object typeface and event participation. The theoretical and managerial implications are discussed.DOI: https://doi.org/10.54663/2182-9306.2022.v10.n19.90-117 |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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7160 |
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Examining the Visual Impact of Object Typeface on Event ParticipationCross-modal correspondence, event participation, discursive resources, object typeface, emotional valence, visual effects.We argued that elaborate and inharmonious design evokes greater interest in a brand, although Gestalt psychology scholars thought that harmonious and straightforward designs are more liked. The study used object typeface patterns to show cross-modal correspondence between typeface physical appearance and participant’s emotions on event participation in three experiments of between-subject designs. Participants (N=480) in three emotional valences in two levels, 160 (80 pleasure and 80 displeasure), 160 (80 arousal and 80 unaroused), and 160 (80 dominance and 80 submissive) to examine the visual impact of object typeface on event participation. The findings from the three experiments revealed a significant effect of object typeface on event participation. Additionally, we observed a positive and significant effect of the three emotional valences (pleasure, arousal, and dominance) on event participation, demonstrating a cross-modal interaction and substantial bias effect of heuristic on systematic processing. At the same time, motivation mediated the relationship between object typeface and event participation. The theoretical and managerial implications are discussed.DOI: https://doi.org/10.54663/2182-9306.2022.v10.n19.90-117ISVOUGA - Instituto Superior de Entre Douro e Vouga2022-12-31info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/658International Journal of Marketing, Communication and New Media; Vol 10, No 19 (2022)2182-9306reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/658http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/658/328http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/658/382http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/658/383Copyright (c) 2022 Chimeziem Elijah Nwankwo-Ojionuinfo:eu-repo/semantics/openAccessNwankwo-Ojionu, Chimeziem ElijahAdzharuddin, Nor AzuraWaheed, MonizaMohd Khir, Azlina2023-01-06T10:49:45Zoai:u3isjournal.isvouga.pt:article/658Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:29:32.039333Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Examining the Visual Impact of Object Typeface on Event Participation |
title |
Examining the Visual Impact of Object Typeface on Event Participation |
spellingShingle |
Examining the Visual Impact of Object Typeface on Event Participation Nwankwo-Ojionu, Chimeziem Elijah Cross-modal correspondence, event participation, discursive resources, object typeface, emotional valence, visual effects. |
title_short |
Examining the Visual Impact of Object Typeface on Event Participation |
title_full |
Examining the Visual Impact of Object Typeface on Event Participation |
title_fullStr |
Examining the Visual Impact of Object Typeface on Event Participation |
title_full_unstemmed |
Examining the Visual Impact of Object Typeface on Event Participation |
title_sort |
Examining the Visual Impact of Object Typeface on Event Participation |
author |
Nwankwo-Ojionu, Chimeziem Elijah |
author_facet |
Nwankwo-Ojionu, Chimeziem Elijah Adzharuddin, Nor Azura Waheed, Moniza Mohd Khir, Azlina |
author_role |
author |
author2 |
Adzharuddin, Nor Azura Waheed, Moniza Mohd Khir, Azlina |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Nwankwo-Ojionu, Chimeziem Elijah Adzharuddin, Nor Azura Waheed, Moniza Mohd Khir, Azlina |
dc.subject.por.fl_str_mv |
Cross-modal correspondence, event participation, discursive resources, object typeface, emotional valence, visual effects. |
topic |
Cross-modal correspondence, event participation, discursive resources, object typeface, emotional valence, visual effects. |
description |
We argued that elaborate and inharmonious design evokes greater interest in a brand, although Gestalt psychology scholars thought that harmonious and straightforward designs are more liked. The study used object typeface patterns to show cross-modal correspondence between typeface physical appearance and participant’s emotions on event participation in three experiments of between-subject designs. Participants (N=480) in three emotional valences in two levels, 160 (80 pleasure and 80 displeasure), 160 (80 arousal and 80 unaroused), and 160 (80 dominance and 80 submissive) to examine the visual impact of object typeface on event participation. The findings from the three experiments revealed a significant effect of object typeface on event participation. Additionally, we observed a positive and significant effect of the three emotional valences (pleasure, arousal, and dominance) on event participation, demonstrating a cross-modal interaction and substantial bias effect of heuristic on systematic processing. At the same time, motivation mediated the relationship between object typeface and event participation. The theoretical and managerial implications are discussed.DOI: https://doi.org/10.54663/2182-9306.2022.v10.n19.90-117 |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-12-31 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/658 |
url |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/658 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/658 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/658/328 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/658/382 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/658/383 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 Chimeziem Elijah Nwankwo-Ojionu info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 Chimeziem Elijah Nwankwo-Ojionu |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
dc.source.none.fl_str_mv |
International Journal of Marketing, Communication and New Media; Vol 10, No 19 (2022) 2182-9306 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799130752965672960 |