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Effects of knowledge and perceived image on willingness-to-pay for access to world cultural heritage sites in Korea: using the dual coding theory of learning

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ASIA PACIFIC JOURNAL OF TOURISM RESEARCH 2023年第8期28卷 777-789页

作者： Kim, Jihee Choi, Youngjoon Lee, Won Seok North Carolina Cent Univ Sch Business Dept Hospitality & Tourism Adm Durham NC USA Ewha Womans Univ Coll Sci & Ind Convergence Dept Int Off Adm Seoul South Korea Kyonggi Univ Coll Tourism Sci Seoul South Korea Kyonggi Univ Coll Tourism Sci 24 Kyonggidae Ro 9-Gil Seoul 03746 South Korea

By building upon the dual coding theory of learning, this study aims to investigate the combined effects of perceived image and knowledge about world cultural heritage sites in Korea on willingness-to-pay an entrance fee. To do so, a 2 (image: absence vs. presence) x 2 (knowledge: absence vs. presence) experiment was conducted. Then, contingent valuation method (CVM) was used to estimate and compare tourists' willingness-to-pay among four experimental conditions. The findings revealed that levels of perceived image and knowledge vary depending on experimental treatments, which substantially contribute to an increase in their payment intention for an entrance fee.

关键词： Image knowledge contingent valuation method dual coding theory willingness-to-pay world heritage site

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Attention and dual coding theory: an Interaction Model Using Subtitles as a Paradigm

Attention and Dual Coding Theory: an Interaction Model Using...

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作者： Andreu Oliver Moreno Universitat Autonoma de Barcelona

学位级别：博士

We have conducted two experiments on subtitling and its presentation as part of the HBB4ALL European project. Nowadays, the tendency for content consumption is shifting towards an "on demand" dynamic performed on an array of different devices. With that in mind, not only did we explore the effect the audio language has on the way we process content but also the ways in which it is affected when using different devices to consume content. In the first experiment we explored the relation between attention, subtitles and information processing. We presented the participants with two sets of clips, one with audio in English and the other with audio in Norwegian in order to explore the effect on the reading of subtitles (in Polish). As predicted by the dual coding theory (Paivio, 1986) multiple channel information processing is found to be a strong facilitator towards better performance in content comprehension. Moreover, attention resource distribution is also found to be altered by the experimental conditions. Resource allocation and demand evaluation mechanisms (Kahneman, 1973) are considered to be the main causes of those differences. In the second experiment the focus is more applied. A comparison was made between information processing on different devices in order to explore how reading and processing behaviour changes from platform to platform. To assess whether or not there are differences between the different platforms, we presented a set of clips in an unknown language and compared the results of comprehension and visual questionnaires as well as eye tracking readings. No significant differences were found across devices in content comprehension. It is not necessary to adapt subtitles to fit these devices as we are capable of compensating for any differences in their characteristics. The following general discussion considers the findings of the two experiments to be relevant to the understanding of our attentional and learning system. In both experimental si

关键词： Attention dual coding theory Eye Tracking Subtitles

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An empirical examination of online restaurant reviews on *** A dual coding theory perspective

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INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT 2017年第2期29卷 817-839页

作者： Yang, Sung-Byung Hlee, Sunyoung Lee, Jimin Koo, Chulmo Kyung Hee Univ Sch Management Seoul South Korea Kyung Hee Univ Coll Hotel & Tourism Management Seoul South Korea

Purpose - The purpose of this study is to explore the effect of two types of presentation formats (textual and imagery) involving online restaurant reviews (ORRs). The study examines ORRs on the basis of review usefulness and review enjoyment;the study investigates the effects of the two presentation formats on review usefulness and review enjoyment. Design/methodology/approach - Data from 1,776 reviews were collected from *** using a Web data-harvesting technique. Hypothesized relations in the model were tested by Tobit regression analysis. Findings - Empirical results show that different formats of ORRs affect review usefulness and review enjoyment in different manners;whereas both attributes of textual format (review length and readability) affect review usefulness, both aspects of imagery format (physical environment images and food and beverage images) are positively related to review enjoyment. However, review length and food and beverage images are the most important factors affecting both review usefulness and review enjoyment. In particular, the relation between the two formats of ORRs and review usefulness is mediated by review enjoyment. Research limitations/implications - The focus of this study is the two formats of ORRs in terms of dual coding theory and the mediating role of review enjoyment. The findings help online review website organizers manage the operation of various review formats in a proper manner. Managers can effectively select those formats that would achieve the desired effect. Originality/value - Unlike previous studies on the relation of attributes to online reviews, this study examines the perceptions of ORRs' usefulness and enjoyment. In addition, this study encompasses diverse ORR factors (review length, review readability, physical environment images, food and beverage images) for a more comprehensive interpretation of ORRs.

关键词： dual coding theory Online restaurant review Review enjoyment Review usefulness Textual and imagery cues

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The effects of second screen use on sponsor brand awareness: a dual coding theory perspective

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JOURNAL OF CONSUMER MARKETING 2015年第2期32卷 71-84页

作者： Jensen, Jonathan A. Walsh, Patrick Cobbs, Joe Turner, Brian A. Ohio State Univ Dept Human Sci Columbus OH 43210 USA Syracuse Univ Dept Sport Management Sport Management Syracuse NY USA No Kentucky Univ Dept Mkt Econ & Sports Business Highland Hts KY 41076 USA

Purpose - The purpose of this paper is to investigate how simultaneous use of devices such as personal computers, tablets and smartphones impacts the sponsors that receive brand integration during the broadcasts. Advances in technology now allow fans to consume broadcasts of televised events almost anywhere via personal computers, tablets and smartphones. These devices are also frequently utilized as "second screens" to communicate with fellow consumers on social media, access additional content or otherwise multitask during televised consumption. Design/methodology/approach - An initial study served to test the applicability of the theoretical framework of a dual coding theory in this new context, followed by a 3 x 2 between-subjects design utilized to advance understanding of the influence of second screens on brand awareness of the sponsors of televised events. Findings - Results demonstrated that both brand recognition and recall were reduced by second screen activity across nearly all audio or visual consumption experiences. Further, while second screen use in an audiovisual setting did not interfere with consumers' ability to recognize brands, indicating they were able to multitask and were not distracted, it inhibited their ability to recall brands from memory. This result provides evidence that second screen use may interfere with elaborative rehearsal and reduce cognitive capacity. Practical implications - Given that marketers are investing more resources than ever to achieve brand integration during televised events, these findings suggest that brands face challenges in achieving a requisite return on their investments. Originality/value - This study represents the first empirical investigation of the impact of consumers' use of second screens in the academic literature, and has important implications for the sponsors of televised events.

关键词： Brand awareness Brand integration dual coding theory Second screen Sponsorship-linked marketing Sport advertising

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Effectiveness of L1 and pictures in multimedia conditions on learning second-language vocabulary: A meta-analysis

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EDUCATIONAL RESEARCH REVIEW 2025年 47卷

作者： Zhang, Caihui Sala, Giovanni Gobet, Fernand Guangdong Univ Foreign Studies Ctr Linguist & Appl Linguist Bilingual Cognit & Dev Lab Guangzhou Peoples R China Guangdong Univ Foreign Studies Fac English Language & Culture Guangzhou Peoples R China Univ Liverpool Dept Psychol Liverpool England London Sch Econ & Polit Sci Ctr Philosophy Nat & Social Sci London England Univ Roehampton Sch Psychol London England

Multimedia inputs have been often used in second language (L2) vocabulary learning;however, the effective elements in multimedia inputs for L2 vocabulary learning have hardly been established. This study aims to identify the effective element(s) and further clarifies the meaning of different "domains" in multimedia L2 vocabulary learning. Considering that the learning target (L2 vocabulary) belongs to the verbal domain, the meaningful inputs are then constructed as within-domain (i.e. L1-based), cross-domain (i.e. Picture-based), and mixed-domain (i.e. L1+picture-based) learning conditions. The present study firstly conducted an omnibus analysis and then three meta-analyses: (a) within-domain vs. cross-domain (20 studies, 51 effect sizes), (b) within-domain vs. mixed-domain (21 studies, 55 effect sizes), and (c) cross-domain vs. mixeddomain (9 studies, 27 effect sizes), for a total of 2056 participants. Both immediate and available delayed tests were used as dependent variables. Four moderators were used to identify potential predictors. The results indicate that, at the immediate tests, the mixed-domain condition consistently outperforms the within-domain condition (g = 0.334, p < 0.001) and cross-domain condition (g = 0.350, p = 0.001) in facilitating L2 vocabulary learning. However, at the delayed tests, the advantageous effect of the mixed-domain condition only marginally outperformed the cross-domain condition (g = 0.271, p = 0.067). No significant difference was found between the within-domain and cross-domain conditions in L2 vocabulary learning. No significant moderator was detected at either the immediate tests or the delayed tests. These findings highlight the benefit of incorporating both L1 words and pictures into L2 vocabulary learning.

关键词： dual coding theory Multimedia Second-language acquisition Vocabulary Meta-analysis

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A visual learning approach to enhance the vocabulary acquisition of seventh grade students

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Middle School Journal 2025年第3期56卷 25-45页

作者： Gayathri, A. Vijayalakshmi, S. Vellore Institute of Technology Chennai India

Enhancing language proficiency hinges significantly on the acquisition of a rich vocabulary. Mastery of vocabulary is pivotal for effective communication, making the process of learning words a crucial aspect of language development. In this study, we have integrated semantic triangle theory with dual coding theory, to elevate the vocabulary of middle school language learners. To facilitate the learning of new words, we employed visual aids, including evocative photographs and real-world items sourced from online platforms. Both theories posit that each word is intricately linked to a referent and a linguistic symbol, aiding recognition by storing conceptual information in our minds. Our study focused on 60 students from a suburban school in India, seeking to assess the efficacy of visual aids in expediting vocabulary acquisition. The results revealed a noteworthy trend: the experimental group, utilizing visual aids, demonstrated a more seamless enhancement in vocabulary comprehension compared to the control group, which relied on traditional learning methods. The control group, engaging in conventional language acquisition, exhibited less significant progress. These findings underscore the potential of incorporating visual aids, such as photographs and real-world items, in the classroom setting, highlighting a promising avenue for enhancing middle school learners’ vocabulary acquisition and retention. © Copyright © 2025 AMLE.

关键词： dual coding theory semantic triangle theory technology-integrated pedagogy visual aids vocabulary learning

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Environmental messaging, corporate values, online engagement and purchase behavior: a study of green communications among eco-friendly coffee retailers

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JOURNAL OF HOSPITALITY AND TOURISM INSIGHTS 2025年第3期8卷 1073-1094页

作者： Suttikun, Chompoonut Mahasuweerachai, Patcharaporn Bicksler, William Hamilton Khon Kaen Univ Fac Business Adm & Accountancy Khon Kaen Thailand Khon Kaen Univ Int Coll Khon Kaen Thailand

PurposeThis study aims to examine the influence of green message types on brand awareness and intention to share, and subsequently how perceived value leads to purchase intentions at green coffee ***/methodology/approachA 2 x 2 between-subjects design was developed, yielding four green advertising messages for the study. The structural relationships between variables were then tested by covariance-based structural equation *** most effective green advertising messages combined benefit-based text with images of green materials' benefits. These messages influenced consumers' perceived green awareness, intentions to share online ads and purchase intentions at green coffee retailers. Additionally, awareness of coffee retailers' green practices led to higher emotional value perception compared to other values. Emotional and functional values influenced purchase intentions at eco-friendly coffee *** implicationsThe results of this study suggest effective ways of designing green advertising messages to increase consumer awareness of green products, sharing online ads and intentions to buy beverages from eco-friendly coffee ***/valueThis study contributes to sustainability literature, dual coding theory and consumer value theory.

关键词： Green advertising message Consumption value theory dual coding theory Green perceived value Sustainability

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Presentation-order effect of product images on consumers' mental imagery processing and purchase intentions

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JOURNAL OF PRODUCT AND BRAND MANAGEMENT 2024年第5期33卷 604-617页

作者： Lee, Jung Eun Shin, Eonyou Kincade, Doris H. Auburn Univ Dept Consumer & Design Sci Auburn AL 36849 USA Virginia Polytech Inst & State Univ Dept Apparel Housing & Resource Management Blacksburg VA USA

PurposeThis study aims to investigate how image-presentation-order influences mental imagery (MI) processing and purchase intentions. This study also examines the moderating effect of a series of images on the relationship between image-presentation-order and MI ***/methodology/approachThis research conducted two studies using an experimental *** studies showed that MI processing was higher, when an apparel product image worn by a model with a background was shown after rather than before a simple product image (SPI), indicating the recency effect. In contrast, examining a series of images, consumers were more engaged in MI processing, when product image(s) worn by a model with a background were presented first, followed by the four SPIs, than the reversed order (primacy effect). The level of MI in two studies subsequently increased purchase *** limitations/implicationsResults of this study have the potential to provide guidance to online retailers for how to best order their product images on a website to help consumers form elaborated MI about the product and thus increase purchasing ***/valueAlthough past research has examined presentation-order effect using textual information, very limited studies have explored presentation-order effect of pictorial information. To the best of the authors' knowledge, this research is in the forefront of investigations about the joint effect of image-presentation-order and the number of images on individuals' perceptions.

关键词： Order effect Belief-adjustment model dual coding theory Mental imagery Online buying behavior Product placement Experimental design Information processing

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Using a holographic application in learning medical terminology for English as a foreign language students

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INTERACTIVE LEARNING ENVIRONMENTS 2024年第2期32卷 600-613页

作者： Ja'ashan, Mohammed Nasser Hassan Alfadda, Hind Abdulaziz Mahdi, Hassan Saleh Univ Bisha Coll Arts English Dept Bisha Saudi Arabia King Saud Univ Dept Curriculum & Instruct Riyadh Saudi Arabia Univ Bisha Coll Sci & Arts Dept English Bisha Saudi Arabia

The mastery of vocabulary is a fundamental step when learning a language but for many learners, it seems difficult and boring. English as Foreign Language (EFL) learners find some difficulties in learning new words. The aim of this study was to examine the effect of using the hologram application in learning medical English terminology for EFL learners. The study involved 109 EFL learners studying at a medical college to determine if a holographic tool affected their learning. They were divided into three groups: a control group using traditional methods to learn new medical terms (no technology was used), and two experimental groups. One experimental group was taught using PowerPoint without the holographic application, while the other experimental group was taught using the holographic application. The data were collected using the pre-, post-, and delayed post-test design. The findings of the study indicated that learners who were taught using the holographic application outscored other groups and remembered more medical English terms after three weeks. Moreover, the learners felt the hologram application had a positive impact on learning medical terms.

关键词： dual coding theory hologram medical terminology three dimension technique vocabulary learning

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Two person interaction recognition based on a dual-coded modified metacognitive (DCMMC) extreme learning machine

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TURKISH JOURNAL OF ELECTRICAL ENGINEERING AND COMPUTER SCIENCES 2022年第4期30卷 1621-1636页

作者： Nikzad, Saman Ebrahimi, Afshin Sahand Univ Technol Elect Engn Fac ICT Res Lab Tabriz Iran

Human action recognition has been an active research area for over three decades. However, state-of-the-art proposed algorithms are still far from developing error-free and fully-generalized systems to perform accurate interaction recognition. This work proposes a new method for two-person interaction recognition from videos, based on well-known cognitive theories. The main idea is to perform classification based on a theory of cognition known as dual coding theory. The theory states that human brain processes and represents two types of information to learn/classify data named analogue and symbolic codes, i.e. (verbal as analogue and visual as symbolic). To implement such a theory in a two-person interaction classification system, we exploit dense trajectories as analogue codes and a bag of words as symbolic codes which are two code types hypothesized in the theory. In addition to dual coding theory, we propose to implement a metacognitive classifier model which adds a metalevel with its own rules to perform more accurate training process. We also propose a modification in a metacognitive component to prevent cognitive interference well known as the Stroop effect. Evaluations on both datasets revealed that the method offers comparable recognition accuracy (95.6% for the SBU interaction dataset and 91.1% for the UT-interaction dataset).

关键词： Human interaction recognition metacognition extreme learning machines dual coding theory dense trajectories

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