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Do usual commercials elicit the full spectrum of emotions? For this perspective paper, we posit that they do not. Concepts and measures related to the adaptive functions and well-being areas of emotion research cannot simply be transferred for use in advertising research. When a commercial elicits emotions, the emotions staged in the commercial must not be directly associated with the emotions felt by consumers when exposed to those commercials. This is why \"aesthetic\" emotions seem more appropriate than \"utilitarian\" emotions in advertising research, with the former generally felt more significantly than they are acted upon. Aesthetic emotions elicit limited physiological change, and they rely on the intrinsic pleasantness appraisal of commercials. Accordingly, pleasure and displeasure-as observed through expressive and subjective components of aesthetic emotion-often form the first and only step of commercial appraisal, and they are directed toward attitude formation rather than overt behaviors. Our preliminary psychophysiological study shows this by investigating the contributions of psychophysiological and self-reported measures of aesthetic emotions induced by commercials to explain attitudes toward advertisements. The results show that only two components of aesthetic emotion positively influenced attitudes toward the advertisements: expressive (measured by facial electromyography) and subjective (measured by the self-assessment manikin scale). Also, the subjective component of aesthetic emotion partially mediates the effects of the expressive components on attitudes toward the ads. Our exploratory study illustrates the relevance of focusing on aesthetic emotions in advertising research. It also shed new light on the contributions of the physiological, expressive, and subjective feelings components of aesthetic emotions in advertising effectiveness.

Academics and practitioners acknowledge the relevance of integrating customers in the development of new products and recommend the use of new technologies to this end. Although they play an important role, the development of online platforms is not sufficient for effective engagement of customers, and yet it is considered a key predictor of successful co-creation initiatives. Despite the large body of research regarding value co-creation, little is known about how to design interactive platforms to engage consumers. To address this gap, this research investigates the impact of two gamification mechanics: cooperation and competition. Based on an in-depth case study including longitudinal data and rich qualitative material, we highlight the existence of four users' profiles and then assess their emotional, cognitive, and behavioral engagement with the gamified co-creation platform over time. We also emphasize the issues that may be induced through gamification.

Purpose This paper aims to investigate how the internal audit function (IAF) modifies its activities and practices in relation to the digitalisation the organisation. This paper specifically examines the use of data analytics and the performance of consulting activities by internal auditors. Design/methodology/approach This paper is based on a survey conducted with 82 chief audit executives based in the USA and members of the institute of internal auditors. Findings Results indicate a positive relation between the organisation’s level of digitalisation and the use of data analytics by internal auditors during their missions. Results also indicate that the organisation’s level of digitalisation has an indirect effect on the proportion of the internal audit planning dedicated to consulting activities. Specifically, the use of data analytics mediates the relationship between the organisation’s level of digitalisation and the proportion of the internal audit planning dedicated to consulting activities. Research limitations/implications This research was conducted amongst internal auditors based in the US Future research could investigate the insights of other internal audit stakeholders and investigate different legal contexts. Practical implications Results show that digitalisation increases the use of data analytics by internal auditors and the performance of consulting activities. The results, therefore, highlight the importance of these two aspects for the IAF to continue to bring value to organisations. Originality/value This research provides more insights on internal audit working practices. The digitalisation of the organisation leads the IAF to use more data analytics and perform more consulting activities.

Most commercials designed to elicit affective reactions do not appear in isolation but frequently together. Consequently, a crucial question arises as to whether ads trigger affective reactions to ads shown in the same pod. The authors report on three experiments that use verbal and nonverbal measurement tools to assess these types of effects. Building on assimilation-contrast theory, they find that context effects such as ad sequence influence affective reactions. Positive results occur when an ad designed to invoke moderate or low emotional responses follows an ad evoking strong or moderately positive affect, whereas there is a threat when such an ad follows a strong negative emotional ad.

Co-created new products are increasingly popular but their failure rate is sobering; traditional advertising techniques may be inadequate to stimulate adoption. This qualitative study reveals that consumers responses are contingent upon eight aspects differently combining with a \"made-with-consumers\" claim and pertain to perceived claim veracity, brand integrity and action meaning fulness.

Purpose Digital service innovations have enabled service market access, transforming Africa. This paper aims to investigate individual and contextual drivers of experience value of mobile money transfer (MMT) service during post-adoption given impacts of individual/cultural characteristics in Senegal. Design/methodology/approach Mixed methods. Study 1 qualitatively investigates the effects of individual-contextual drivers on the experience value of MMT and behavioral intentions. Study 2 quantitatively tests the main causal effects between drivers and MMT. Findings Conceptual models of experience value including ethical and social dimensions proposed in MMT are positively related to behavioral intentions. Need for social interaction (NSI), self-efficacy (SEFF) and social pressure (SP) – sources of experience value creation/destruction – must be integrated into business practices. Results show the indirect positive influence of NSI on behavioral intentions through MMTs experience value. Moreover, traditional cultural orientation (TCO) is a source of value creation/destruction. Managers should build ethical relations with users, integrate social functions in MMT and understand users’ cultural and individual characteristics for better customer relationship management policy. Originality/value Few studies examine how MMT experience creates/destroys value in a Sub-Saharan African context, specifically in Senegal. The authors show that SP might destroy value and reveal how individual variables such as SEFF, NSI and TCO affect experience value creation/destruction. Surprisingly, NSI creates value, revealing MMT as hybrid self-service technology.

Purpose This research paper aims to investigate the effects of internal audit’s (IA) use of data analytics and the performance of consulting activities on perceived IA quality. Design/methodology/approach The authors conduct a 2 × 2 between-subjects experiment among upper and middle managers where the use of data analytics and the performance of consulting activities by internal auditors are manipulated. Findings Results highlight the importance of internal auditor use of data analytics and performance of consulting activities to improve perceived IA quality. First, managers perceive internal auditors as more competent when the auditors use data analytics. Second, managers perceive internal auditors’ recommendations as more relevant when the auditors perform consulting activities. Finally, managers perceive an improvement in the quality of relationships with internal auditors when auditors perform consulting activities, which is strengthened when internal auditors combine the use of data analytics and the performance of consulting activities. Research limitations/implications From a theoretical perspective, this research builds on the IA quality framework by considering digitalization as a contextual factor. This research focused on the perceptions of one major stakeholder of the IA function: senior management. Future research should investigate the perceptions of other stakeholders and other contextual factors. Practical implications This research suggests that internal auditors should prioritize the development of the consulting role in their function and develop their digital expertise, especially expertise in data analytics, to improve perceived IA quality. Originality/value This research tests the impacts of the use of data analytics and the performance of consulting activities on perceived IA quality holistically, by testing Trotman and Duncan’s (2018) framework using an experiment.

Today, more and more firms develop customer empowerment strategies (CES) to empower their customers in ideation or selection of new product developments. Research in that field has mostly focused so far on customers actively participating to CES. Another influential and bigger group might be studied: the brand audience as a whole, not participating to the initiatives. With this research, we examine effectiveness conditions of CES-communication to the non-participants. More specifically, we highlight reasons for non-participants to be sceptical. We here suggest that brand trust is a central concept after exposure to CES-communication, especially in the current context of greater suspicion toward brands. If the ultimate objective of marketing is to create and nurture a long-term relationship between consumers and companies, trust constitutes the main ingredient of this relationship. This research offers noteworthy theoretical insights and practical implications. First, we contribute to a still scarce literature and show the importance of non-participants' trust toward the empowering brands. We imply that initiating and communicating customer empowerment may help foster brand trust, if the brand publicly shows they gave feedback and observed transparency all along the process.

Most commercials designed to elicit affective reactions do not appear in isolation but frequently together. Consequently, a crucial question arises as to whether ads trigger affective reactions to ads shown in the same pod. The authors report on three experiments that use verbal and nonverbal measurement tools to assess these types of effects. Building on assimilation–contrast theory, they find that context effects such as ad sequence influence affective reactions. Positive results occur when an ad designed to invoke moderate or low emotional responses follows an ad evoking strong or moderately positive affect, whereas there is a threat when such an ad follows a strong negative emotional ad.