A shortlist of my writings. Please contact me for more information.
Tags: Mystery, Neuromarketing, Evolutionary Psychology, Neuro-Psychology, Scientific Research, Ad-likeability, Communication Sciences, Advertising
Abstract:
Previous studies have shown that mystery elicits positive reactions in the human brain. Evolutionary literature has proven that fascination for mystery has adaptive roots. However, only little research has succeeded to explore the impact of mystery in advertising. Therefore, in this paper, we tried to bridge the gap between the findings in mystery literature and consumer behaviour studies. In the present study we used an experimental approach to investigate the effect of the use of Mystery on Adlikeability. Secondarily, we explored whether the variable Product Category (Hedonic vs. Utilitarian) could have a moderating impact on this effect. In order to create the mysterious settings we used the GIS Assessment of Mystery Rating Model by Baldwin. We hypothesized that ads with a mysterious setting would elicit higher ad-likeability than ads with a non-mysterious setting. The participants (N = 123) were randomly exposed to one of the two conditions (mysterious setting vs. non-mysterious setting) and were requested to rate ads with hedonic and utilitarian products. The results revealed a trend showing that mysterious settings have an overall positive impact on ad-likeability. Moreover a second trend was revealed that showed that mysterious settings might have a bigger impact on ad-likeability for ads with hedonic than for ads with utilitarian products. However, further research is needed to further explore the evolutionary roots behind our fascination for mystery and how this might be used in advertising.
Tags: Mystery, Neuromarketing, Evolutionary Psychology, Neuro-Psychology, Scientific Research, Ad-likeability, Communication Sciences, Advertising
Abstract:
Mystery fascinates, draws attention and triggers positive emotions. From an evolutionary perspective, this phenomenon has adaptive roots. Our evolutionary adaptation made us responsive to the potential discovery of more information, because this enhances our chances of survival and reproduction. Through neuromarketing, an interesting link can be made between evolutionary theories around mystery and the use of mystery in advertising. This literature study explores existing theories and tries to bridge the gap between cognitive science and consumer behaviour through neuromarketing.
Tags: Celebrity Culture, Celebrity Endorsement, Democracy, Public Engagement, Influence, Social Norms
Abstract:
Celebrities are an omnipresent part of our media landscape. During the last decennia, celebrity culture has changed a lot. Those changes can, for a part, be clarified through the phenomena of celebrification and celebritization. The relationship between celebrities and their audience shows major influence flows. While many scientific studies focus on that relationship, only few focus on the secondary effect of that influence on society. Adolescents, in particular, are influenced by celebrities in their development of an adult identity. That is why we focus on this age segment in this study. To better understand the phenomena, we further explore the context wherein this happens. After clarifying relevant concepts, we try to test the theoretical hypotheses by examining related empirical research. We end this paper by linking the concept of democracy with the findings around celebrity influence on their audience and try to measure how this influence alters democracy.