ابوالفضل دانایی

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.

Purpose: The purpose of this study was to examine the modeling of HRM and ethics management by solving the crisis in media organizations. Methodology: The statistical population of the present study was all managers of media organizations in 2016, 120 of them were selected as sample in a targeted sampling method (79 male managers and 41 female ones). In this research, organizational agility questionnaire, Organizational Ethics Questionnaire (CEP) and Organizational Conflict Questionnaire were used to collect data on factors affecting agility. The conceptual model of the research was tested using structural equation modeling. Findings: The findings of the path analysis indicated that the model has a suitable fitting and all factor loads of markers on the variable are significant on the organizational agility variable and all direct path coefficients of the model are significant at alpha level 0.01. According to these results, organizational agility with impact factor (beta) 0.29 affects ethics management. Finally, ethics management with a coefficient of effect (beta) 0. 67 affects the resolution of the media organizations' crisis. Discussion: Ethics management is able to mediate organizational agility and solve the crisis of media organizations. Organizational agility with an impact on ethics management is capable of indirectly affecting the resolution of the media organizations' crisis. Therefore, attention to learning agility and attention to ethics management in organizations can be one of the main strategies for managing crisis management in organizations.