• The Journal of Asian Finance, Economics and Business
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• v.7 no.1
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• pp.141-151
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• 2020

This research aimed at studying the role of self-enhancing imagery and self goal-achievement emotion in the effect of characteristics perceived at advertisements using multisensory cues on purchase intention. Sports shoes advertisement was selected as an empirical research object. Questionnaire survey method was used to collect data. 'WenJuanXing' site was used to make the questionnaire in Chinese, and it was loaded on WeChat and QQ. 260 participants from different regions of China participated in online questionnaire survey. The results of testing the hypotheses by structural equation model in Amos 21.0 program are summarized as followings. The congruency between multisensory cues and self-discrepancy awareness positively evoked the self-enhancing imagery and the self goal-achievement emotion. The object relevance between the consumer and the product advertised did not induce the emotion, but evoked the self-enhancing imagery. Both of the self-enhancing imagery and the self goal-achievement emotion had positive effects on the product purchase intention. When developing advertisement, marketers should focus on multisensory cues' characteristics to enhance the self-enhancing imageries as well as to help feel the goal-achievement emotion. They should pay attention to the ways by which the multisensory cues' characteristics used to develop advertisement can be perceived to be congruent with each other by consumers.

• The Journal of Industrial Distribution & Business
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• v.12 no.6
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• pp.23-35
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• 2021

Purpose: This paper aims to investigate whether consumers' mental simulation and self-brand connections influence purchase intention and how the characteristics of advertisings' nonverbal information (congruence among multisensory cues) and verbal messages (self-referencing point and narrative structure) jointly shape mental simulation and self-brand connections. Research design, data and methodology: This paper develops a sportswear advertising and totally collected 225 data through the online survey platform "WenJuanXing". To exam the hypotheses in this paper, structural equation model is conducted in AMOS 21.0 via using 210 valid data. Results: The findings reveal that consumers who engage in mental simulation or establish the connections between them and the brands are more likely to present high purchase intention. Moreover, the characteristics of congruence among multisensory cues, self-referencing points and narrative structure can not only facilitate consumers' mental simulation but also encourage consumers to create connections between them and the brands. Conclusions: This paper develops the advertising research via exploring the characteristics of advertisings' nonverbal information (multisensory cues) and verbal messages simultaneously. And suggesting that both of consumers' mental simulation and self-brand connections are the important approaches for advertisers to effectively increase consumers' purchase intention. Finally, the limitations and suggestions are concluded for the future research.

• Transactions of the Korean Society of Mechanical Engineers B
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• v.35 no.11
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• pp.1185-1190
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• 2011

The lower limb somatosensory deficit observed among peripheral neuropathy patients is partially related to the decline in their balance ability. In general, balance ability has been examined by measuring the postural response (i.e., action). However, body motion is induced by integrated multisensory cues (i.e., motion perception). In this study, we hypothesized that the reduced lower limb somatosensation might also lower motion perception. We induced lower limb sensory deficits through ischemia and then measured the cutaneous sensory sensitivity and directional motion perception. The sensory deficit was successfully induced, and it also lowered the motion perception. However, the center of pressure (COP) variation did not significantly change under the sensory deficit. This result implies that measuring motion perception could enable the detection of precursors of sensory deficits.