Optimizing Handwritten Font Style to Connect with Customers

YooHee Hwang,Yixing (Lisa) Gao,Anna S. Mattila,Peihao Wang

Cornell Hospitality Quarterly（2023）SCI 4区SCI 3区

Hong Kong Polytech Univ

Cited 8|Views13

Abstract

Considerable research has demonstrated the positive effects of handwritten font styles on product attachment and word-of-mouth behavior. However, few studies examined whether these positive effects can be mitigated or even reversed. The purpose of this study is to fill this knowledge gap by identifying several boundary conditions (communal orientation, message type, and hotel type) for the positive effects of handwritten font styles. We conducted two quasi-experimental studies. In Study 1 ( n = 125), the positive effect of handwritten font styles on attitude toward a hotel was not observed among individuals with a low communal orientation. In Study 2 ( n = 245), the handwritten (vs. machine-written) font styles in the sustainability messages of a luxury hotel reduce warmth of the hotel. Hospitality managers should use handwritten font styles carefully depending on hotel type, message type, and customer characteristics.

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Key words

handwritten font,relationship norm,sustainability,warmth,luxury hotel

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Pretraining has recently greatly promoted the development of natural language processing (NLP)
We show that M6 outperforms the baselines in multimodal downstream tasks, and the large M6 with 10 parameters can reach a better performance
We propose a method called M6 that is able to process information of multiple modalities and perform both single-modal and cross-modal understanding and generation
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