Please use this identifier to cite or link to this item:
http://hdl.handle.net/10397/105058
DC Field | Value | Language |
---|---|---|
dc.contributor | School of Design | - |
dc.creator | Song, Y | en_US |
dc.creator | Luximon, Y | en_US |
dc.creator | Luo, J | en_US |
dc.date.accessioned | 2024-04-03T01:46:01Z | - |
dc.date.available | 2024-04-03T01:46:01Z | - |
dc.identifier.issn | 0265-2323 | en_US |
dc.identifier.uri | http://hdl.handle.net/10397/105058 | - |
dc.language.iso | en | en_US |
dc.publisher | Emerald Publishing Limited | en_US |
dc.rights | © Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher. | en_US |
dc.rights | The following publication Song, Y., Luximon, Y., & Luo, J. (2020). A moderated mediation analysis of the effect of lettering case and color temperature on trustworthiness perceptions and investment decisions. International Journal of Bank Marketing, 38(4), 987–1005 is published by Emerald and is available at https://doi.org/10.1108/IJBM-09-2019-0315. | en_US |
dc.subject | Color temperature | en_US |
dc.subject | Financial advertisement | en_US |
dc.subject | Investment behavior | en_US |
dc.subject | Lettering case | en_US |
dc.subject | Trustworthiness perception | en_US |
dc.title | A moderated mediation analysis of the effect of lettering case and color temperature on trustworthiness perceptions and investment decisions | en_US |
dc.type | Journal/Magazine Article | en_US |
dc.identifier.spage | 987 | en_US |
dc.identifier.epage | 1005 | en_US |
dc.identifier.volume | 38 | en_US |
dc.identifier.issue | 4 | en_US |
dc.identifier.doi | 10.1108/IJBM-09-2019-0315 | en_US |
dcterms.abstract | Purpose: The purpose of this study is to test the theoretical framework of lettering case, color temperature, perceived trustworthiness and investment intentions. First, it aims to test whether the effect of lettering case on investment intentions is mediated by trustworthiness. Second, the study will examine if this process is moderated by color temperature. | - |
dcterms.abstract | Design/methodology/approach: Following the behavioral research method, this study employed a 2 (the fully-lowercase slogan vs the initial-uppercase slogan) by 2 (warm-color design vs cool-color design) full factorial between-subject design. Two hundred participants were recruited for the experiment to test the hypotheses. | - |
dcterms.abstract | Findings: For the lowercase slogans (vs uppercase slogans), we found that people tended to have a high level of perceived trustworthiness, which led to a high level of investment intentions. In addition, the indirect effect of the lettering case on investment intentions through the perceived trustworthiness was moderated by color temperature. Specifically, the visually warm advertisement (vs visually cool design) would strengthen the effect of lowercase slogans on customers' investment intentions. | - |
dcterms.abstract | Originality/value: When people make a financial decision with limited, incomplete or overly complex information, simplified visual heuristics, rather than rational algorithmic processing, play a significant role in their decision-making process. However, only a limited amount of research has addressed the effect of the lettering case on customers' perceptions and the consequent decision-making process from a financial advertising perspective. This study tries to supplement and extend the visual heuristics theory, highlighting the role of simplified heuristics, rather than rational algorithmic processing, in financial customers' decision-making process. | - |
dcterms.accessRights | open access | en_US |
dcterms.bibliographicCitation | International journal of bank marketing, 2 June 2020, v. 38, no. 4, p. 987-1005 | en_US |
dcterms.isPartOf | International journal of bank marketing | en_US |
dcterms.issued | 2020-06-02 | - |
dc.identifier.scopus | 2-s2.0-85082800389 | - |
dc.identifier.eissn | 1758-5937 | en_US |
dc.description.validate | 202402 bckw | - |
dc.description.oa | Accepted Manuscript | en_US |
dc.identifier.FolderNumber | SD-0091 | - |
dc.description.fundingSource | Others | en_US |
dc.description.fundingText | The Hong Kong Polytechnic University | en_US |
dc.description.pubStatus | Published | en_US |
dc.identifier.OPUS | 20430209 | - |
dc.description.oaCategory | Green (AAM) | en_US |
Appears in Collections: | Journal/Magazine Article |
Files in This Item:
File | Description | Size | Format | |
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Song_Moderated_Mediation_Analysis.pdf | Pre-Published version | 516.55 kB | Adobe PDF | View/Open |
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