2. EXPLAINING VARIATIONS IN CLIENT EXTRA COSTS BETWEEN
SOFTWARE PROJECTS OFFSHORED TO INDIA
Impact of Required Impact of Vendor- Impact of Offshore-
Client-Specific Related Specific Client–
Knowledge Characteristics Vendor Distance
• Knowledge transfer • Lack of Absorptive • Geographic Distance
• Specification Capacity • Cultural Distance
• Design • Personnel Turnover
• Coordination
• Control
Jens Dibbern/Jessica Winkler/Armin Heinzl
MIS Quarterly / June 2008
3. The Stopping Power of Advertising:
Measures and Effects of Visual Complexity
Feature complexity hurts brand attention
Advertisements that contain more detail and variation in their basic visual features, color, luminance,
and edges are more complex.
Rik Pieters, Michel Wedel, & Rajeev Batra
Journal of Marketing / September 2010
4. The Stopping Power of Advertising:
Measures and Effects of Visual Complexity
Design Complexity
Advertisements with more elaborate designs in terms of the shapes, objects, and patterns they
contain are also more complex.
5. Art Infusion
The Influence of Visual Art on the Perception and Evaluation of Consumer Products
HENRIK HAGTVEDT / VANESSA M. PATRICK
Journal of Marketing Research / June 2008
6. Theoretical Background
The Spillover Effect of Art
Content-dependent influence of art
Peracchio and Meyers-Levy 2005
Generalized content-independent influence of art
Hoffman 2002
the presence of art spontaneously evokes perceptions of luxury and exclusivity,
regardless of the content of the artwork.
7. Theoretical Background
seven-point Likert scales
• unfavorable/favorable
• negative/positive
• bad/good
• unpleasant/pleasant
• dislike very much/like very
much
one-way analysis of variance (ANOVA）
8. Theoretical Background
Perceptions
of Luxury
Packaging Advertising
Presence of Product
Art Evaluation
product design
