درخت حوزه‌های تخصصی

A logo epitomizes a brand and depicts the picture of a product; consequently, attention, as an initial step of the AIDA model, to the logo is a good-looking index to survey the cognitive processing during consumers’ decision-making. Eye tracker extracts the visual attention data. For these reasons and appreciated from fixation duration, in the present study, the process of visual attention to the logo of a brand during decision-making was studied. To analyze the effects of the popularity of a brand on consumers’ decision-making, visual attention of 53 undergraduate students was studied. The brands were selected from two categories of beverages: soft drinks and non-alcoholic beers. Prior to the test, the participants had declared their favorite categories. The results showed that 75% of the participants selected a popular brand of their unfavorite categories. On the other hand, the difference of fixation duration between logos of popular and unknown brands did not directly relate to the choices of the participants. Therefore, these results did not correspond with the AIDA model. Additionally, cognitive processing toward the unknown brands’ logos was more than the popular brands’ logos. Moreover, the consumers who changed their decision were subjected to more cognitive processing compared to the consumers who insisted on their selection. In contrast to the AIDA model which implies that decision-making is triggered by attention, the present study indicated that decision making can also be influenced by the popularity of the brand. This can be due to optimization of the working memory usage by the brain. Finally, these results could be helpful in creating a new brand. According to the AIDA model, the more attractive logo and package of the brand, the more chance for being selected by the customers. However, our findings emphasize the importance of the popularity of the brand.

This paper focuses on the contribution of digital government (DGOV) to Whistleblowing (WB). While considerable efforts have been devoted to DGOV and WB separately, research work at the intersection of these two domains is very scarce; hence and a systematic DGOV for WB (DGOV4WB) research framework has yet to emerge. This paper aims to identify the potential issues in whistleblowing and explore how digital government has been used to address these issues. To this end, this paper uses explanatory case study research methodology and analyses four case studies of existing DGOV initiatives with explicit WB dimensions. The result of the cross-case analysis shows that DGOV4WB initiatives contribute to address goals of the different dimensions of whistleblowing. The most common WB problems addressed are: easily accessible reporting and response whistleblowing channels (Whistleblowing Procedure), easy and timely communication channel with top management (Whistleblowing Organizational culture), and anonymous and confidential communication platforms (Whistleblower Protection). In addition, based on the analysis of the case studies, all the initiatives are classified as either engagement or contextualization stage of the digital government evolution model.