Jennifer Sedgewick | Schulich School of Business (original) (raw)

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Papers by Jennifer Sedgewick

The International Review of Retail, Distribution and Consumer Research

ABSTRACT For both marketing professionals and researchers, what is shiny and new continues to cap... more ABSTRACT For both marketing professionals and researchers, what is shiny and new continues to captivate. The latest ‘it’ thing that marketers are gravitating towards is shoppable video where brands and retailers emphasize, entertain and engage consumers with mobile content that is directly ‘shoppable.’ In this new temporal and spatial interactive context, this study dissects the informative content of shoppable videos to develop an initial and comprehensive understanding of mobile shoppable videos. A content analysis of 200 shoppable videos utilizing emotional soft-sell type appeals, utilitarian hard-sell type appeals and humor appeals indicates that utilitarian-focused hard-sell shoppable videos dominate this new landscape thus creating a mobile shopping experience that relies on a hard-sell approach. Under an evolutionary perspective, the content of mobile shoppable videos or ‘digital direct-response ads’ was then compared to the content of direct-response infomercials to account for the modernization bias of digital marketing and explore how the informativeness of shoppable videos evolves and adapts over time. Findings suggest that mobile-designed creative executions adapt the hard-sell standard and feature significantly fewer mentions of price, special offers and guarantees, new ideas, and company research as they contextually adapt. It shows in the future-obsessed digital arena, old and dreary formats can conceptually and practically inform ‘next generation’ ‘revolutionary’ formats, which provides a foundation for future research into mobile shoppable video and updates marketing best practices.

BMC Health Services Research

Background In Saskatchewan, Canada, Indigenous cancer care services at the municipal, provincial,... more Background In Saskatchewan, Canada, Indigenous cancer care services at the municipal, provincial, and federal levels are intended to improve quality care but can result in a complex, fragmented, and multi-jurisdictional health care system. A multi-phase needs assessment project was initiated to document Indigenous cancer care needs. Guided by Indigenous patient partners, clinicians, academics, and policy makers, the present study reflects a needs assessment of Indigenous cancer supports from the perspectives of cancer care service providers. Methods Qualitative data were collected through three focus groups with 20 service providers for cancer patients and their families at three Saskatchewan cities. Participants included chemotherapy and radiation nurses, social workers, a patient navigator, dieticians, and practicum students. A semi-structured interview guide was used to conduct the sessions to allow for freedom of responses. Data were recorded, transcribed verbatim, and analyzed ...

Journal of Current Issues & Research in Advertising , 2017

From Mr. Peanut to the GEICO gecko, spokes-characters have been a consistently used promotional t... more From Mr. Peanut to the GEICO gecko, spokes-characters have been a consistently used promotional tool across time; previous research demonstrates that between the 1950s and 1990s, spokes-character use remained stable at 7% of all print ads targeted at adults. Our study investigates whether spokes-characters are still a prevalent strategy used by advertisers to engage modern consumers. In total, 922 ads collected from men’s and women’s magazines indicate that the use of spokes-characters significantly increased over the past 20 years; the types of characters featured also have undergone changes. Interpretations of these findings discuss historical changes as potential facilitators of this increasingly used advertising tool.

Frontiers in Psychology, 2017

When taking a self-portrait or “selfie” to display in an online dating profile, individuals may i... more When taking a self-portrait or “selfie” to display in an online dating profile, individuals may intuitively manipulate the vertical camera angle to embody how they want to be perceived by the opposite sex. Concepts from evolutionary psychology and grounded cognition suggest that this manipulation can provide cues of physical height and impressions of power to the viewer which are qualities found to influence mate-selection. We predicted that men would orient selfies more often from below to appear taller (i.e., more powerful) than the viewer, and women, from an above perspective to appear shorter (i.e., less powerful). A content analysis was conducted which coded the vertical orientation of 557 selfies from profile pictures on the popular mobile dating application, Tinder. In general, selfies were commonly used by both men (54%) and women (90%). Consistent with our predictions, a gender difference emerged; men's selfies were angled significantly more often from below, whereas women's were angled more often from above. Our findings suggest that selfies presented in a mate-attraction context are intuitively or perhaps consciously selected to adhere to ideal mate qualities. Further discussion proposes that biological or individual differences may also facilitate vertical compositions of selfies.

Laterality: Asymmetries of Body, Brain and Cognition, 2016

When leaning forward to kiss to a romantic partner, individuals tend to direct their kiss to the ... more When leaning forward to kiss to a romantic partner, individuals tend to direct their kiss to the right more often than the left. Studies have consistently demonstrated this kissing asymmetry, although other factors known to influence lateral biases, such as sex or situational context, had yet to be explored. The primary purpose of our study was to investigate if turning direction was consistent between a romantic (parent–parent) and parental (parent–child) kissing context, and secondly, to examine if sex differences influenced turning bias between parent–child kissing partners. An archival analysis coded the direction of turning bias for 161 images of romantic kissing (mothers kissing fathers) and 529 images of parental kissing (mothers or fathers kissing sons or daughters). The results indicated that the direction of turning bias differed between kissing contexts. As expected, a right-turn bias was observed for romantic kissing; however, a left-turn bias was exhibited for parental kissing. There was no significant difference of turning bias between any parent–child kissing partners. Interpretations for the left-turn bias discuss parental kissing as a learned lateral behaviour.

Individuals tend to perceive the direction of light to come from above and slightly from the left... more Individuals tend to perceive the direction of light to come from above and slightly from the left; it has been speculated that this phenomenon is also producing similar lighting preferences within 2-dimensional artworks (e.g., paintings, advertisements). The purpose of the present study was to address if lighting bias was present in the 3-dimensional medium of sculpture by implementing a virtual art gallery lighting paradigm. Thirty-nine participants completed a computer task that consisted of 48 galleries each containing one sculpture (24 original sculptures, 24 mirror-reversed) which was surrounded by eight lights (above/below, left/right, front/back). Participants would select one light source to illuminate the sculpture in a manner they perceived to be the most aesthetically pleasing. The results indicated a significant preference for lights positioned from above and from the right, a finding that is contradictory to previous lighting bias research examining artworks. An interpretation for the rightward bias applies the perceptual concept of subjective lighting equality. Objects illuminated from the left typically appear brighter in comparison to right-side lighting; in sculpture, however, increased luminosity can reduce the sculptural detail, and may have been compensated via right-side lighting choices within the lighting task.

The International Review of Retail, Distribution and Consumer Research

ABSTRACT For both marketing professionals and researchers, what is shiny and new continues to cap... more ABSTRACT For both marketing professionals and researchers, what is shiny and new continues to captivate. The latest ‘it’ thing that marketers are gravitating towards is shoppable video where brands and retailers emphasize, entertain and engage consumers with mobile content that is directly ‘shoppable.’ In this new temporal and spatial interactive context, this study dissects the informative content of shoppable videos to develop an initial and comprehensive understanding of mobile shoppable videos. A content analysis of 200 shoppable videos utilizing emotional soft-sell type appeals, utilitarian hard-sell type appeals and humor appeals indicates that utilitarian-focused hard-sell shoppable videos dominate this new landscape thus creating a mobile shopping experience that relies on a hard-sell approach. Under an evolutionary perspective, the content of mobile shoppable videos or ‘digital direct-response ads’ was then compared to the content of direct-response infomercials to account for the modernization bias of digital marketing and explore how the informativeness of shoppable videos evolves and adapts over time. Findings suggest that mobile-designed creative executions adapt the hard-sell standard and feature significantly fewer mentions of price, special offers and guarantees, new ideas, and company research as they contextually adapt. It shows in the future-obsessed digital arena, old and dreary formats can conceptually and practically inform ‘next generation’ ‘revolutionary’ formats, which provides a foundation for future research into mobile shoppable video and updates marketing best practices.

BMC Health Services Research

Background In Saskatchewan, Canada, Indigenous cancer care services at the municipal, provincial,... more Background In Saskatchewan, Canada, Indigenous cancer care services at the municipal, provincial, and federal levels are intended to improve quality care but can result in a complex, fragmented, and multi-jurisdictional health care system. A multi-phase needs assessment project was initiated to document Indigenous cancer care needs. Guided by Indigenous patient partners, clinicians, academics, and policy makers, the present study reflects a needs assessment of Indigenous cancer supports from the perspectives of cancer care service providers. Methods Qualitative data were collected through three focus groups with 20 service providers for cancer patients and their families at three Saskatchewan cities. Participants included chemotherapy and radiation nurses, social workers, a patient navigator, dieticians, and practicum students. A semi-structured interview guide was used to conduct the sessions to allow for freedom of responses. Data were recorded, transcribed verbatim, and analyzed ...

Journal of Current Issues & Research in Advertising , 2017

From Mr. Peanut to the GEICO gecko, spokes-characters have been a consistently used promotional t... more From Mr. Peanut to the GEICO gecko, spokes-characters have been a consistently used promotional tool across time; previous research demonstrates that between the 1950s and 1990s, spokes-character use remained stable at 7% of all print ads targeted at adults. Our study investigates whether spokes-characters are still a prevalent strategy used by advertisers to engage modern consumers. In total, 922 ads collected from men’s and women’s magazines indicate that the use of spokes-characters significantly increased over the past 20 years; the types of characters featured also have undergone changes. Interpretations of these findings discuss historical changes as potential facilitators of this increasingly used advertising tool.

Frontiers in Psychology, 2017

When taking a self-portrait or “selfie” to display in an online dating profile, individuals may i... more When taking a self-portrait or “selfie” to display in an online dating profile, individuals may intuitively manipulate the vertical camera angle to embody how they want to be perceived by the opposite sex. Concepts from evolutionary psychology and grounded cognition suggest that this manipulation can provide cues of physical height and impressions of power to the viewer which are qualities found to influence mate-selection. We predicted that men would orient selfies more often from below to appear taller (i.e., more powerful) than the viewer, and women, from an above perspective to appear shorter (i.e., less powerful). A content analysis was conducted which coded the vertical orientation of 557 selfies from profile pictures on the popular mobile dating application, Tinder. In general, selfies were commonly used by both men (54%) and women (90%). Consistent with our predictions, a gender difference emerged; men's selfies were angled significantly more often from below, whereas women's were angled more often from above. Our findings suggest that selfies presented in a mate-attraction context are intuitively or perhaps consciously selected to adhere to ideal mate qualities. Further discussion proposes that biological or individual differences may also facilitate vertical compositions of selfies.

Laterality: Asymmetries of Body, Brain and Cognition, 2016

When leaning forward to kiss to a romantic partner, individuals tend to direct their kiss to the ... more When leaning forward to kiss to a romantic partner, individuals tend to direct their kiss to the right more often than the left. Studies have consistently demonstrated this kissing asymmetry, although other factors known to influence lateral biases, such as sex or situational context, had yet to be explored. The primary purpose of our study was to investigate if turning direction was consistent between a romantic (parent–parent) and parental (parent–child) kissing context, and secondly, to examine if sex differences influenced turning bias between parent–child kissing partners. An archival analysis coded the direction of turning bias for 161 images of romantic kissing (mothers kissing fathers) and 529 images of parental kissing (mothers or fathers kissing sons or daughters). The results indicated that the direction of turning bias differed between kissing contexts. As expected, a right-turn bias was observed for romantic kissing; however, a left-turn bias was exhibited for parental kissing. There was no significant difference of turning bias between any parent–child kissing partners. Interpretations for the left-turn bias discuss parental kissing as a learned lateral behaviour.

Individuals tend to perceive the direction of light to come from above and slightly from the left... more Individuals tend to perceive the direction of light to come from above and slightly from the left; it has been speculated that this phenomenon is also producing similar lighting preferences within 2-dimensional artworks (e.g., paintings, advertisements). The purpose of the present study was to address if lighting bias was present in the 3-dimensional medium of sculpture by implementing a virtual art gallery lighting paradigm. Thirty-nine participants completed a computer task that consisted of 48 galleries each containing one sculpture (24 original sculptures, 24 mirror-reversed) which was surrounded by eight lights (above/below, left/right, front/back). Participants would select one light source to illuminate the sculpture in a manner they perceived to be the most aesthetically pleasing. The results indicated a significant preference for lights positioned from above and from the right, a finding that is contradictory to previous lighting bias research examining artworks. An interpretation for the rightward bias applies the perceptual concept of subjective lighting equality. Objects illuminated from the left typically appear brighter in comparison to right-side lighting; in sculpture, however, increased luminosity can reduce the sculptural detail, and may have been compensated via right-side lighting choices within the lighting task.