Valéria received her PhD in Decision Sciences from INSEAD France in 2006. Prior to joining the PhD program at INSEAD, Valeria has worked in São Paulo for General Electric Plastics South America, Editora Abril (magazine publisher), and Banco Frances e Brasileiro (subsidiary of Credit Lyonnais in Brazil).
Can supervise: YES
consumer behaviour, judgment and decision making, interpersonal influence, combining opinions.
Buyer Behaviour (Postgraduate)
Noguti, V & Russell, CA 2015, 'The Moderating Role of Social Norms on the Effects of Product Placement in Television Fiction: A Field Study in Brazil', Journal of Current Issues and Research in Advertising, vol. 36, no. 1, pp. 20-34.View/Download from: Publisher's site
Noguti, V & Russell, CA 2014, 'Normative Influences on Product Placement Effects: Alcohol Brands in Television Series and the Influence of Presumed Influence', Journal Of Advertising, vol. 43, no. 1, pp. 46-62.View/Download from: Publisher's site
Noguti, V, Singh, S & Waller, DS 2019, 'Gender differences in motivations to use social networking sites' in Gender and Diversity: Concepts, Methodologies, Tools, and Applications, IGI Global, Hershey, PA, USA, pp. 1565-1580.View/Download from: UTS OPUS or Publisher's site
© 2019 by IGI Global. All rights reserved. This chapter investigates gender differences in motivations to use social networking sites (SNS), a subset of social media. The present research focuses on Facebook given its prominence among currently available SNS. Analysing a survey of university students in Australia, the results indicate that female consumers are more likely than male consumers to use Facebook to seek information (to research and learn new things and to discuss products and brands) and for convenience (to obtain things with little effort). Both of these reasons in turn relate positively to their degree of engagement on Facebook, where engagement is operationalized as cognitive absorption which is a state of deep involvement with an activity.
Noguti, V, Singh, S & Waller, DS 2016, 'Gender Differences in Motivations to Use Social Networking Sites' in English, R & Johns, R (eds), Gender Considerations in Online Consumption Behavior and Internet Use, IGI Global, Hershey PA, USA, pp. 32-49.View/Download from: UTS OPUS or Publisher's site
This chapter investigates gender differences in motivations to use social networking sites (SNS), a subset of social media. The present research focuses on Facebook given its prominence among currently available SNS. Analysing a survey of university students in Australia, the results indicate that female consumers are more likely than male consumers to use Facebook to seek information (to research and learn new things and to discuss products and brands) and for convenience (to obtain things with little effort). Both of these reasons in turn relate positively to their degree of engagement on Facebook, where engagement is operationalized as cognitive absorption which is a state of deep involvement with an activity.
Noguti, V & Russell, CA 2013, 'The importance of the social context on the impact of product placements' in Rosengren, Sara, Dahlen, Micael, Okazaki & Shintaro (eds), Advances in Advertising Research (Vol. IV), Springer Gabler, Wiesbaden, pp. 115-130.View/Download from: UTS OPUS or Publisher's site
Noguti, V & Waller, DS 2016, 'Understanding Consumers' Use of Social Media at Different Times of the Day: Implications for Advertising Recall', Australia and New Zealand Communication Association Conference, Newcastle.
Social media plays a central role in many people's lives, not only for communications with family and friends, but also to get connected with new people and to learn news from individuals as well as from mainstream sources. Conversations about brands and products between consumers, and between consumers and companies, contribute a significant part within this rich informational online environment. Advertising also has a role to play in these conversations as it can both inform and entertain the audience. While the advertising industry evolves and adapts to rapidly changing technological possibilities, finding ways to optimise advertising impact and not annoy the potential customer are important goals. A better understanding of how people use social media provides factors that can help with this optimisation. One such factor is how different people use social media differently throughout the day, i.e., during morning, day, and evening times.
This paper investigates interest in news distributed via social media at different times of the day and compares this with the recall of advertised brands. This situation is likely to be important in the context of adverting as ads provide information and those interested in news tend to be eager to get information. Specifically this study explores how consumers who are most active on Facebook either early in the morning, during the day, or in the evening differ in their ad recall through their interest in getting daily news from Facebook. To discover this, a total of 408 participants living in Australia who use Facebook on their mobile phones completed an online study. The results are moderated by gender, age, and psychological reactance (degree to which people react against threats to their freedom of choice such as unsolicited advertising intrusion).
The study found that high reactance, older females most intensely using Facebook during the day get more of their daily news from Facebook, and tend to recall more adverti...
Noguti, V & Waller, DS 2016, 'Do Effects of Social Media Advertising Change at Different Times of the Day? The Impact of Seeking Information and Entertainment', International Conference on Research in Advertising, Ljubljana, Slovenia.
Noguti, V, Waller, DS & Singh, S 2014, 'A study of consumer innovation and purchase based on information from social media', 2014 Asia Pacific Innovation Conference, 2014 Asia Pacific Innovation Conference, Sydney, Australia.
Waller, DS, Noguti, V & Singh, S 2014, 'Does the Use of Facebook Lead to Purchases?', Proceedings of 2014 ANZMAC Conference, Australian and New Zealand Marketing Academy Conference, ANZMAC, Brisbane, Australia, pp. 1169-1175.View/Download from: UTS OPUS
The ability of social media to attract large numbers of people around the world also
makes these websites a platform of interest for advertisers. While these sites were
hesitant at first to 'sell out' to massive amounts of advertising, advertising has produced
for them a major revenue stream. However, an issue is whether the use of social media
leads people to purchase. This paper will analyse the results of a survey of 169 Facebook
users to determine the predictors for a purchase based on information from Facebook.
The findings indicate that Facebook engagement, seeking friends, seeking information
and gender are the main predictors of purchase.
Noguti, V & Russell, CA 2008, 'Social Network Connectedness to Soap Operas, Celebrity Product Endorsement, and Consumer Behavior', Latin American Advances in Consumer Research, Association for Consumer Research, Sao Paulo - Brazil, pp. 192-192.
One factor that has not received attention in the literature but that affects the effectiveness of celebrity endorsement and product placement is consumersâ perceptions of their social networks. We propose and demonstrate that perceptions about attitudes and behavior of consumersâ social networks toward a given medium (network connectedness) directly affect consumersâ purchase intentions of brands advertised through soap opera celebrities. Data from a field study of Brazilian consumers show that this network connectedness effect exists independently from that of self connectedness (the extent to which viewers develop parasocial relationships with characters that resemble real close relationships.)
Noguti, V & Soll, JB 2007, 'People who bought this also bought that', European Advances in Consumer Research, Association for Consumer Research - Europe, Association for Consumer Research, Milan - Italy, pp. 366-367.
Noguti, V & Soll, JB 2007, 'Inferences of interpersonal preference similarity based on unrelated product categories', Advances in Consumer Research, Association for Consumer Research Conference, Association for Consumer Research, Memphis - US, pp. 801-802.
Noguti, V & Onay, S 2007, 'Saving fun for a boring future', Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, Australian and New Zealand Marketing Academy Conference, Otago University, Dunedin, NZ, pp. 2307-2313.View/Download from: UTS OPUS
We discuss how experiences that fill a future waiting period, such as focusing on fun or boring future activities, affect intertemporal choices. We propose that savoring, the positive utility derived from anticipating future pleasant outcomes, is more likely to have an impact on intertemporal choices when the future seems boring than when it seems fun. We provide empirical evidence that people who foresee a busy future full of boring activities are more likely to prefer to delay rewards than people who foresee a future not so busy with boring activities.
Newman, AL, Lings, IN, Gudergan, S & Noguti, V 2007, 'Relational Orientation versus Firm Orientation: Want versus Should', Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, Australian and New Zealand Marketing Academy Conference, Otago University, Dunedin - NZ, pp. 235-243.View/Download from: UTS OPUS
This paper provides insights into employee decision making when there is a conflict between doing what is best for the firm (firm orientation) and doing what is best for ones interpersonal relationship with an external stakeholder representative (relational orientation). We apply construal level theory (Liberman and Trope, 1998; Trope and Liberman, 2003) to propose a framework that explains the effects of psychological distance dimensions on an employee's choice to act either in the best interests of their interpersonal relationships (what they want to do), or their firm (what they should do).