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Impact of Functional versus Symbolic Signals on Initial Impressions: Implications for Designing the Look of a Website Homepage to Convey an Outdoorsy Brand Image/Personality for a Lifestyle Brand

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Date Issued:
2018
Abstract/Description:
As competition among brands escalates, marketers seek emerging opportunities to differentiate and position brands and grow a customer base by offering lifestyle brands. Lifestyle branding adds value to consumers by integrating superior functional performance, enabling fuller engagement in lifestyle activities with emotional appeals satisfying psychological desires, such as adventure, excitement, camaraderie, and self-expression. While the importance of both functional performance and emotional brand meaning have been justified in the marketing literature, an advertising maxim claimed successful communication required emphasis on one dominant message to create the most persuasive initial impression. Knowing that initial impressions impact consumer judgments of product design form, this study investigated whether functional or symbolic signals created more persuasive initial impressions when used to create the look of a website homepage for an outdoorsy lifestyle brand. The right look of a homepage creates a mood facilitating persuasion. Consent forms and APA Style complied with ethical research standards.
Title: Impact of Functional versus Symbolic Signals on Initial Impressions: Implications for Designing the Look of a Website Homepage to Convey an Outdoorsy Brand Image/Personality for a Lifestyle Brand.
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Name(s): Gordon, Danielle
Llanos, Katherine
Nuhin, Samin
Smith, Allen
Type of Resource: text
Genre: Poster
Date Created: 2018
Date Issued: 2018
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Florida
Physical Form: application/pdf
Extent: 1 p.
Language(s): English
Abstract/Description: As competition among brands escalates, marketers seek emerging opportunities to differentiate and position brands and grow a customer base by offering lifestyle brands. Lifestyle branding adds value to consumers by integrating superior functional performance, enabling fuller engagement in lifestyle activities with emotional appeals satisfying psychological desires, such as adventure, excitement, camaraderie, and self-expression. While the importance of both functional performance and emotional brand meaning have been justified in the marketing literature, an advertising maxim claimed successful communication required emphasis on one dominant message to create the most persuasive initial impression. Knowing that initial impressions impact consumer judgments of product design form, this study investigated whether functional or symbolic signals created more persuasive initial impressions when used to create the look of a website homepage for an outdoorsy lifestyle brand. The right look of a homepage creates a mood facilitating persuasion. Consent forms and APA Style complied with ethical research standards.
Identifier: FAU_SR00000037 (IID)
Collection: FAU Student Research Digital Collection
Subject(s): College students --Research --United States.
Held by: Florida Atlantic University Libraries
Sublocation: Digital Library
Persistent Link to This Record: http://purl.flvc.org/fau/fd/FAU_SR00000037
Restrictions on Access: Copyright © is held by the author, with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
Host Institution: FAU
Is Part of Series: Florida Atlantic University Digital Library Collections.