Event-related potentials evidence of how location contiguity influences consumer purchase intentions

Geographical information plays an important role in understanding consumers' decisions and behavior. However, few research has investigated the effect of location contiguity on consumers' purchase intention. By applying event-related potentials (ERPs) method, the current study investigated the neural mechanism of location contiguity on consumers' purchase intentions. Behaviorally, compared with the location incongruence condition, participants in the location congruence condition demonstrated a higher purchase rate and a shorter reaction time (RT). Moreover, the location congruence condition elicited a decreased N400 and an increased LPP compared to the location incongruence condition. This study illustrated a positive relationship between location contiguity and consumers' purchase intention. The results of our study will be useful for both researchers and practitioners.

Between Handholding and Hand-held Devices: Marketing Through Smartphone Innovation and Women's Entrepreneurship in Post Conflict Economies in Times of Crisis

There is a wide gender gap in developing countries due to a range of cultural, economic and political barriers. This is even more accentuated in post conflict economies in times of crisis. Smartphones and mobile applications can help to narrow this gap. The economic and non-economic challenges facing women entrepreneurs and the role of smartphone innovation in overcoming these challenges and developing strong marketing strategies were investigated. We drew on the 5 M model to investigate how mobile applications can support women entrepreneurs. We conducted thirty interviews with women entrepreneurs in Iraq. The findings show that mobile applications provided these entrepreneurs with innovative ways to overcome many of the challenges they face in relation to running a business. The research provides theoretical contributions by developing an integrated, multilevel analytical model on women in entrepreneurship based on extending the 5 M model with new technology-related elements. Practical, policy and managerial implications are discussed.