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Nudging users into innovative technology : the interaction of culture and content design on accepting an anti-theft device for bicycles

Chen, Cynthia Y. (2019) Nudging users into innovative technology : the interaction of culture and content design on accepting an anti-theft device for bicycles.

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Abstract:Purpose - Consumers often show some resistance when introduced to an innovative tech product. This study aims to investigate to what extent the fit between consumers’ cultural attribute and two types of content design elements in the advertising will lead to a higher acceptance towards the product. Design/Methodology – A 2 (message framing: gain vs. loss) × 2 (layout design: analytic vs. holistic) × 2 (cultural groups: Western European vs. Chinese) between-subjects experiment was conducted. A total of 238 participants, 117 from the Greater China Region and 121 from Western Europe participated in the desktop-based online survey, with which participants’ perceptions on the infographics are collected and measured. Findings – Gain-framed messages increase people’s willingness to try the innovative product, regardless of their cultural backgrounds. Chinese participants showed greater intention to try the innovative product compared to their western counterparts. Higher message comprehension, higher visual satisfaction, greater perceived information value, and greater willingness to try are observed, when information is organised in analytic layout for Western Europeans, and when information is organised in holistic layout for Chinese. Conclusion – The fit between message framing and dominant regulatory focus of a specific culture contributes to the message comprehension, yet not on the persuasiveness of the product information. The match between layout and cultural groups’ cognitive styles is more robust and impactful in the perception of the advertisement, including message comprehension and visual satisfaction; and in the persuasiveness of the product information, including perceived information value and willingness to try the innovative tech product.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/77200
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