ONLINE CONSUMER PSYCHOLOGY Understanding and Influencing Consumer Behavior in the Virtual World docx

ONLINE CONSUMER
PSYCHOLOGY
Understanding
and
Influencing
Consumer
Behavior
in the
Virtual World
Advertising
and
Consumer Psychology
A
Series
Sponsored
by the
Society
for
Consumer Psychology
Aaker/Biel: Brand Equity
&
Advertising: Advertising's Role
in
Building Strong
Brands
(1993)
Clark/Brock/Stewart: Attention, Attitude,
and
Affect
in

Response Advertising
(1994)
Englis:
Global
and
Multi-National Advertising
(1994)
Goldberg/Fishbein/Middlestadt: Social Marketing: Theoretical
and
Practical
Perspectives
(1997)
Haugtvedt/Machleit/Yalch: Online Consumer Psychology: Understanding
and
Influencing
Consumer Behavior
in the
Virtual
World
(2005)
Kahle/Chiagouris:
Values,
Lifestyles
and
Psychographics
(1997)
Kahle/Riley:
Sports
Marketing
and the

Psychology
of
Marketing
Communications
(2003)
Mitchell: Advertising Exposure,
Memory,
and
Choice (1993)
Schumann/Thorson:
Advertising
and the
World
Wide
Web
(1999)
Scott/Batra: Persuasive Imagery:
A
Consumer Response Perspective (2003)
Shrum:
The
Psychology
of
Entertainment Media: Blurring
the
Lines Between
Entertainment
and
Persuasion
(2004)

Thorson/Moore:
Integrated Communication:
Synergy
of
Persuasive
Voices
(1996)
Wells: Measuring Advertising
Effectiveness
(1997)
Williams/Lee/Haugtvedt: Diversity
in
Advertising: Broadening
the
Scope
of
Re-
search
Directions (2004)
For a
complete list
of LEA
titles, please contact Lawrence Erlbaum Associates, Publishers,
at
www.erlbaum.com.
ONLINE
CONSUMER
PSYCHOLOGY
Understanding
and

Influencing
Consumer
Behavior
in the
Virtual World
LEA
Edited
by
Curtis
P.
Haugtvedt
Ohio
State
University
Karen
A.
Machleit
University
of
Cincinnati
Richard
F.
Yalch
University
of
Washington
LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS
2005
Mahwah,
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Library
of
Congress Cataloging-in-Publication Data
Online consumer psychology
:
understanding

and
influencing
consumer behavior
in the
virtual world
/
Editors Curtis
P.
Haugtvedt, Karen
A.
Machleit, Richard
Yalch.
p.
cm.—(Advertising
and
consumer psychology)
Includes
bibliographical
references
and
index.
ISBN
0-8058-5154-2
(case
:
alk. paper)—ISBN
0-8058-5155-0
(pbk.: alk. paper)
1.
Consumer behavior.

2.
Internet advertising.
3.
Electronic commerce.
I.
Haugtvedt, Curtis
P.,
1958-
II.
Machleit, Karen
A.
III. Yalch, Richard.
IV.
Series.
HF5415.32.O55
2005
659.14'4'019—dc22
2004027585
Books published
by
Lawrence Erlbaum Associates
are
printed
on
acid-free
paper,
and
their bindings
are
chosen

for
strength
and
durability.
Printed
in the
United States
of
America
10
987654321
Contents
About
the
Contributors
ix
Introduction
1
Curtis
P.
Haugtvedt, Karen
A.
Machleit,
and
Richard
F.
Yalch
PARTI: COMMUNITY
1
Ritual

Behavior
and
Community
Change:
Exploring
the
Social-Psychological
Roles
of Net
Rituals
in the
Developmental
Processes
of
Online Consumption Communities
7
Anat
Toder-Alon, Frederick
F.
Brunei,
and
Wendy
L.
Schneier
Siegal
2
Published Word
of
Mouth: Referable, Consumer-Generated
Information

on the
Internet
35
Robert
M.
Schindler
and
Barbara Bickart
3
Understanding Pass-Along Emails: Motivations
and
Behaviors
of
Viral Consumers
63
Regina Lewis, Lynne Mobilio, Joseph
E.
Phelps,
and
Niranjan
(Nick)
Raman
4
What,
and
How,
We Can
Learn From Online Consumer
Discussion Groups
101

David
M.
Boush
and
Lynn Kahle
PART
II:
ADVERTISING
5 How
Banner
Ads
Affect
Brand Choice Without Click-Through
125
Andrew
Mitchell
and Ana
Valenzuela
6
Factors
Affecting
Click-Through Rate
143
Jean-Louis Chandon
and
Mohamed Saber Chtourou
vi
CONTENTS
7
Exploring Consumer Response

to
"Advergaming"
167
Michelle
R.
Nelson
8
Going Mobile: Marketing
and
Advertising
on
Wireless
Networks Around
the
World
195
Robert
J.
Kent, Patrick
D.
Lynch,
and
Srini
S.
Srinivasan
PART
III: CUSTOMIZATION
9
Online Product Customization:
Factors

Investigating
the
Product
and
Process
207
Janis
J.
Crow
and
James Shanteau
10
Marketing
to
Individual Consumers Online:
The
Influence
of
Perceived Control
225
John
Godek
and J.
Frank
Yates
11
Smoother
Surfing
Across Cultures: Bilinguals
on the Web 245

David
Luna, Laura
A.
Peracchio,
and
Maria
D. de
Juan
12
Processes
of
Preference Construction
in
Agent-Assisted Online
Shopping
265
Kyle
B.
Murray
and
Gerald Haubl
PART
IV:
SITE DESIGN
13
Effects
of
Visual Consistency
on
Site Identity

and
Product
Attitude
287
Richard
C.
Omanson, June
A.
Cline,
and
Christie
L.
Nordhielm
14
Gendered Information Processing: Implication
for
Web
Site Design
303
Elizabeth Purinton
and
Deborah
E.
Rosen
15 The
Effect
of
Site Design
and
Interattribute Correlations

on
Interactive Web-Based Decisions
325
Barbara Fasolo,
Gary
H.
McClelland,
and
Katharine
A.
Lange
CONTENTS
vii
PART
V:
DECISION MAKING
16 Is the
Internet Empowering Consumers
to
Make Better
Decisions,
or
Strengthening Marketers' Potential
to
Persuade?
345
Paul
Henry
17
Rationality Unbounded:

The
Internet
and Its
Effect
on
Consumer Decision Making
361
Saurabh
Mishra
and
Richard
W.
Olshavsky
18
Consumer
Relationships
with
an
e-Brand:
Implications
for
e-Brand Extensions
379
JongWon
Park,
Hyan-Jung
Lee,
and
Hyung-Il
Lee

19
Finding
the
Best Ways
to
Combine Online
and
Offline
Shopping Features
401
Awn M.
Levin, Irwin
P.
Levin,
and C.
Edward Heath
20
Consumer Behavior
in
Online Auctions:
An
Exploratory Study
419
Eugene Sivadas, Barbara Stern,
Raj
Mehta,
and
Melanie Jones
21 The
Impact

of
Internet
Use on
Health Cognitions
and
Health Behavior
433
Noel
T.
Brewer
PART
VI:
RESEARCH TOOLS
AND
APPROACHES
22
Experiential Ecommerce:
A
Summary
of
Research
Investigating
the
Impact
of
Virtual Experience
on
Consumer Learning
457
Terry

Daugherty, Hairong
Li, and
Frank
Biocca
23
Web-Based Consumer Research
491
Basil
G.
Englis, Michael
R.
Solomon,
and
Paula Danskin
Author
Index
511
Subject
Index
527
This page intentionally left blank
About
the
Contributors
Barbara Bickart (Ph.D., University
of
Illinois
at
Urbana-Champaign)
is

inter-
ested
in
context
effects
on
judgment
and
decision-making processes,
how
people
retrieve
and use
information about others
in
answering survey questions,
and
devel-
oping
methods
for
reducing measurement error
in
surveys
via
questionnaire
de-
sign.
She
serves

on the
editorial
boards
of the
Journal
of
Marketing,
Journal
of
Consumer
Research,
and
Journal
of
Public
Policy
and
Marketing.
Frank Biocca (Ph.D., University
of
Wisconsin-Madison)
is the SBC
Chaired Pro-
fessor
of
Telecommunication, Information Studies,
and
Media
and
Director

of the
Media Interface
and
Network Design (M.I.N.D.)
Lab at
Michigan State University.
The
M.I.N.D.
Lab is an
international, multi-university human-computer interac-
tion
and
communication research
lab
with
ten
facilities spanning
six
countries
(www.mindlab.org).
His
research interests
focus
on the
interaction
of
media
and
mind,
specifically

how
media
form
can be
adapted
to
extend human cognition
and
enhance human performance.
David
M.
Boush (Ph.D., University
of
Minnesota)
is
Associate Professor
of
Mar-
keting
at the
University
of
Oregon. Topics
of his
research include brand equity,
response
to
advertising,
and
consumer trust.

His
articles have appeared
in
such
outlets
as the
Journal
of
Consumer Research
and the
Journal
of
Marketing
Re-
search.
He is a
member
of the
American Marketing Association,
the
Association
for
Consumer Research,
the
Academy
of
Marketing
Science,
and the
Society

for
Consumer Psychology.
He is
also
a
former marketing research analyst
for
Hall-
mark
Cards.
His
visiting appointments
include
a
stint
at
ESSEC,
and a
series
of
e-commerce classes
for
University
of
California-Berkeley extension.
He
currently
serves
on the
editorial board

of the
Journal
of
the
Academy
of
Marketing
Sciences.
Noel
T.
Brewer (Ph.D., University
of
North
Carolina-Chapel
Hill)
conducts
re-
search
is the
areas
of
health psychology
and
public health.
His
work examines
how
health cognitions inform decision-making.
One
focus

of the
research examines
the
relation
of
mental models
of
illness
to
health behaviors such
as
medication com-
pliance
and
physician utilization. Another
focus
examines
the
influence
of
Internet
use on
health judgments
and
choices.
Frederic
F.
Brunei (Ph.D., University
of
Washington)

is an
Assistant Professor
of
Marketing
at
Boston University
School
of
Management.
He
holds
an MBA
ix
ABOUT
THE
CONTRIBUTORS
from
Illinois State University,
and a BS
from
Ecole Supérieure
des
Sciences Com-
merciales d'Angers (ESSCA) Angers, France.
He has
lead professional education
programs
in the
USA, Europe, Latin America,
and

Asia.
His
primary research
interests include consumers' perceptions
of
product design
and
visual aesthetics,
consumers' attitude
and
emotions,
and
socio-cultural, gender,
and
relationship
is-
sues
in
marketing.
He has
presented
his
research
at
numerous conferences.
He has
been
published
in
forums

like:
Journal
of
Consumer Research, Journal
of
Adver-
tising,
Journal
of
Consumer Psychology, Journal
of the
Academy
of
Marketing
Science, Journal
of
Advertising Research,
Psychology
and
Marketing, Business
Strategy
Review, Advances
in
Consumer Research, Developments
in
Marketing
Science, Cross-Cultural Consumer
and
Business Studies,
Gender,

Marketing
and
Consumer
Behavior
and in
several
books.
Professor Brunei
has
also
won
several
teaching, research,
and
service awards.
Jean
Louis
Chandon
(Ph.D., Northwestern University)
is
Professor
of
Marketing
at
IAE of Aix en
Provence
and
Academic Director
of the MBA
E-Business pro-

gram.
He
worked
as a
media consultant
for
Nielsen, Emap,
and
Mediametrie.
He
has
written several papers
in the
area
of
audience measurement, media planning,
and
service marketing.
Mohamed Saber Chtourou (Ph.D., University
of Aix
Marseille III)
is a
research
assistant
in
EDHEC Business School.
He is
also
an
associate researcher

at
CEROG
-
IAE Aix en
Provence,
University
of Aix
Marseille
III.
His
area
of
interest
is
Internet
advertising persuasion process; especially understanding what makes
the
Internet
a
different
media.
In
addition,
he is
interested
in
factors
affecting
ad
effectiveness,

potential complementarily between online
and
offline
media,
and
issues related
to
Internet media planning. This paper
is a
part
of a
larger project
he is
conducting
at
Wanadoo Regie,
a
leading French Internet
ad
agency. Other papers have been
presented
to the
French Marketing Association Congress, ESOMAR Conference,
IREP Conference.
June
A.
Cline works
as a
research consultant
and

statistician with doctoral students
at
Wayne State University
who are
completing their dissertations.
She
also works
with
school
districts
and
nonprofit
organizations, planning
and
completing program
evaluations
on
educational programs intended
to
improve student learning.
Her
research interests
are
varied, including education, nursing, psychology, political
science,
and
sociology.
Janis
J.
Crow

is a
doctoral
student
completing
her
dissertation
in
consumer
psy-
chology
at
Kansas State University
and is an
instructor
in the
Marketing Depart-
ment.
Her
research interests
are in
unstructured decision making where
a
clear
alternative does
not
exist such
as in
customizing
a
product.

She is
interested
in
the
use of
technology
to aid in
making decisions.
She has
published
in
Behavior
Research
Methods, Instruments,
and
Computers
and the
International Journal
of
Internet
Marketing
and
Advertising.
x
ABOUT
THE
CONTRIBUTORS
xi
Paula Danskin (Ph.D.,
The

University
of
Memphis)
is
Assistant Professor
of
Man-
agement
in the
Campbell School
of
Business
at
Berry College.
Her
current research
interests
include
the
validity
of
Internet-based
approaches,
knowledge manage-
ment,
and
international entrepreneurship.
Her
work
has

appeared
in
several jour-
nals, including Entrepreneurship
Theory
&
Practice, Journal
of
Small Business
Management,
Journal
of
World
Business,
and
Academy
of
Management
Review.
Terry
M.
Daugherty (Ph.D., Michigan State University)
is an
Assistant Professor
in
the
Department
of
Advertising
at the

University
of
Texas
at
Austin.
His
research
focuses
on
investigating consumer behavior
and
strategic media management, with
work
appearing
in the
Journal
of
Advertising, Journal
of
Consumer
Psychology,
Journal
of
Interactive
Advertising, Journal
of
Interactive
Marketing,
and in the im-
pending books Advances

in
Electronic Marketing
and
Marketing Communication:
Emerging
Trends
and
Developments, among others. Before joining
the
Depart-
ment
of
Advertising
at UT, he
held
a
Post-Doctoral Fellowship with eLab
in the
Owen Graduate School
of
Management
at
Vanderbilt University,
and has
worked
in
advertising media.
Maria
D. de
Juan, Ph.D.,

is a
Business Administration Professor
at the
Universi-
dad
of
Alicante (Spain), where
she
lectures since 1991.
De
Juan
has
been
a
lecturer
at
the
University
of
Florida
(USA)
and at the
Southampton Institute (United King-
dom),
as
well
as at
several Spanish Business Schools, such
as
ESADE (Barcelona).

She is the
author
of the
books
Shopping
Centre
Attraction
Toward
Consumers, Sales
Promotions,
and
Commercial Distribution: Channels
and
Retailing.
Her
articles
about
distribution
and
consumer behaviour have been published
or are
forthcom-
ing in
several journals
and
edited books, including
the
Journal
of
the

Academy
of
Marketing
Science
and the
Journal
of
Consumer Psychology.
Basil
G.
Englis (Ph.D., Dartmouth College)
is the
Richard Edgerton Professor
of
Business Administration
and
Chair
of the
Department
of
Marketing
in the
Camp-
bell School
of
Business
at
Berry College.
His
current research interests include

lifestyle
and
product symbolism, consumer socialization,
and
online
research
is-
sues.
His
research
has
appeared
in
several journals
and
other publications, including
the
Journal
of
Advertising, Journal
of
Business Research, Journal
of
Personality
and
Social
Psychology,
and
Journal
of

Experimental
Social Psychology. Profes-
sor
Englis
has
consulted with numerous organizations, including
E. I.
DuPont
de
Nemours, eBay,
and the
Vanity
Fair
Corporation.
Barbara Fasolo (Ph.D., University
of
Colorado
at
Boulder) studies multi-attribute
choice
processes
across
different
domains, ranging
from
consumer
and
medical
decision making
to

food
and
mate
choice.
She is
interested
in the
development
of
aids
to
assist these
difficult
decisions, particularly
on the
Internet.
She has
investi-
gated
how
online consumer choices
are
affected
by
web-based decision aids (com-
pensatory
or
non-compensatory)
and the
correlation among

the
choice attributes
xii
ABOUT
THE
CONTRIBUTORS
(positive
or
negative).
She
co-authored
an
Annual Review
of
Psychology
chapter
reviewing consumer web-based
decision
aids.
After
completing
a
post-doctoral
fellowship
at the Max
Planck
Institute
in
Berlin,
she is now an

Assistant
Professor
in
the
Department
of
Operations Research
at the
London School
of
Economics.
John Godek (Ph.D., University
of
Michigan)
is
Assistant Professor
of
Marketing
at the
University
of
Oregon. Professor
Godek
directs
his
research
at
identifying
the
influence

of
firms'
individual level marketing
efforts
(customization
and
personal-
ization)
on
consumers' decision processes
and
choices.
His
research
has
appeared
in the
Journal
of
Consumer Research
and the
Journal
of
Consumer
Psychology.
Gerald Haubl (Ph.D., Wirtschaftsuniversitat Wien)
is
Canada Research Chair
in
Behavioral Science,

R. K.
Banister Professor
of
Electronic Commerce,
and
Asso-
ciate
Professor
of
Marketing
at the
University
of
Alberta's
School
of
Business.
His
primary research areas
are
consumer decision-making, human-computer interac-
tion,
and
consumer behavior
in
electronic shopping environments,
the
construction
of
preference

and
value, consumer information search, bidding behavior
in
auc-
tions,
and the
automated creation
of
personalized customer interfaces.
His
research
has
been published
in
Marketing Science, Journal
of
Consumer Psychology,
In-
ternational Journal
of
Research
in
Marketing, Communications
of
the
Association
for
Computing Machinery,
and
other journals.

He
serves
on the
editorial boards
of
Computational
Intelligence
and
Journal
of
Interactive Marketing.
Curtis
P.
Haugtvedt (Ph.D., University
of
Missouri-Columbia)
studies attitude
change
and
persuasion, personality variables
in
consumer behavior,
and
computer-
mediated behavioral research methodologies. Professor Haugtvedt teaches under-
graduate courses
in
Electronic Marketing, Consumer Behavior
and
Marketing

Management,
MBA
courses
in
Consumer Behavior
and
Electronic Marketing,
and
Ph.D. seminars
in
Advanced Topics
in
Consumer Psychology.
His
research
has
appeared
in the
Journal
of
Personality
and
Social Psychology, Journal
of
Con-
sumer Research, Journal
of
Consumer Psychology, Communication Monographs,
and
numerous book chapters.

He
serves
as a
frequent
reviewer
for the
major
psy-
chology
and
marketing journals,
and is a
member
of
editorial boards
of the
Journal
of
Consumer Research, Journal
of
Consumer Psychology, Journal
of
Interactive
Advertising,
and
Quarterly Journal
of
Electronic Commerce.
He is
former

As-
sociate Editor
of the
Journal
of
Consumer Psychology
and was
President
of the
Society
for
Consumer Psychology
(1999-2000).
C.
Edward Heath
is
Assistant Professor
of
Marketing
at
Xavier University.
He is
currently
completing
his
Ph.D.
at the
University
of
Kentucky.

His
work
has
been
published
in
Advances
in
Consumer Research.
Paul Henry (Ph.D., University
of New
South Wales)
is
Senior Lecturer
at The
University
of
Sydney.
He was
previously Strategic Planning Director
at
Ogilvy
&
ABOUT
THE
CONTRIBUTORS xiii
Mather
in New
York City where
he

worked
on
numerous internet-related projects.
This included interactive strategy development within
a
broader communication
setting, evaluation
of
content
and
functionality needs,
and
site realization.
Melanie
Jones
(Ph.D., University
of
Cincinnati)
is a law
student
at
Loyola Uni-
versity,
New
Orleans.
Her
primary research interests include data protection issues
on
the
Internet

and
international strategy
as it
pertains
to
consumer behavior.
She
has
presented
two
papers
at the
Academy
of
International Business.
She has an
article
in the
International Journal
of
Technology
Transfer,
and has an
upcoming
publication
in the
Loyola
Law
Review.
Lynn

R.
Kahle (Ph.D., University
of
Nebraska-Lincoln)
is the
James Warsaw
Professor
of
Marketing
at the
University
of
Oregon. Topics
of his
research include
social adaptation, values,
and
sports marketing.
His
articles have appeared
in
such
outlets
as the
Journal
of
Consumer Research, Journal
of
Marketing,
Sport

Market-
ing
Quarterly,
and
Public Opinion
Quarterly,
Journal
of
Personality
and
Social
Psychology,
and
Child
Development.
His
books include
A
ttitudes
and
Social Adap-
tation,
Social
Values
and
Social Change, Marketing Management, Cross-National
Consumer Psychographics,
and
Values,
Lifestyles,

and
Psychographics.
He has
served
as
President
of the
Society
for
Consumer Psychology, President
of the
City
of
Eugene Human Rights program,
and
Chair
of the
Department
of
Marketing
at
the
University
of
Oregon.
Robert
J.
Kent (Ph.D., University
of
Cincinnati)

is an
Associate Professor
of
Marketing
at the
University
of
Delaware.
His
work looks
at
issues
in
advertising
media, promotions,
and
memory
for
ads. This work
has
appeared
in
Journal
of
Marketing,
Journal
of
Marketing Research, Journal
of
Advertising, Journal

of
Advertising Research,
and
other outlets.
Katharine
A.
Lange (BA, University
of
Colorado
at
Boulder) contributed
to
studies about everyday
decisions
made
on the
Web,
in
order
to
help users make
better choices online,
and to
further
understand decision processes
in
general.
She
is
currently working

in
Marketing
and
Public Relations
at a ski
resort
and is in
charge
of the
resort's
web
page development
and
organization.
Hyung-Il
Lee (MS in
Marketing, Korea University)
is
currently
a
research asso-
ciate
at
Kookmin University, Seoul, Korea. Previously,
he
worked
as a
marketing
specialist
at a

major
telecommunication company
in
Korea
(SK
Telecom) where
he
developed
the
Ring Back Tone Service
and
Color-Ring.
His
work
has
appeared
in
journals such
as
Korean Journal
of
Consumer Studies.
Hyun-Jung
Lee is a
doctoral candidate
in
marketing, Korea University, Seoul,
Korea.
She is
currently working

on her
dissertation research, which investigates
xiv
ABOUT
THE
CONTRIBUTORS
psychological processes underlying consumer investment decisions
in
online stock
trading
contexts.
Her
research area includes brand extensions, advertising
effects,
and
consumer investment
decision
making,
and her
work
has
appeared
in
journals
such
as
Korean Journal
of
Consumer Studies.
Aron

M.
Levin
is
Assistant Professor
of
Marketing
at
Northern Kentucky Univer-
sity.
He
earned
his
Ph.D.
from
the
University
of
Kentucky.
His
research interests
are in
brand alliances
and the
impact
of
sport sponsorships
on
consumers.
His
work

has
been published
in the
Journal
of
Consumer Psychology, Journal
of
Business
and
Psychology,
and
Journal
of
Current Issues
and
Research
in
Advertising.
Irwin
P.
Levin
is a
professor
of
psychology
and
marketing
at the
University
of

Iowa.
His
research interests
are
consumer decision-making, information
framing
effects,
and
individual
differences
and
risky decision-making.
His
work
has ap-
peared
in the
Journal
of
Consumer Psychology, Journal
of
Consumer Research,
Organizational
Behavior
and
Human Decision Processes, Journal
of
Behavioral
Decision Making,
and

Journal
of
Personality
and
Social Psychology.
He is
past
president
of the
Society
for
Judgment
and
Decision
Making.
Regina Lewis holds
a
Ph.D.
from
the
University
of
North Carolina
at
Chapel
Hill
and an MBA
from
Columbia University. Since cofounding Lewis, Mobilio
&

Associates,
her
internet-related communications research
has
spanned segmen-
tation,
usability,
and
brand health analyses.
She
also
has
successfully pioneered
sampling research
and
consumer-modeling work
to
help large Internet advertisers
make spending
and
targeting decisions.
Hairong
Li
(Ph.D., Michigan State University)
is an
Associate Professor
of Ad-
vertising
and
Research Fellow

at the
M.I.N.D.
Lab at
Michigan State University.
His
research interests include consumer behavior
in
electronic commerce, with
emphasis
on
consumer learning
from
virtual experience.
David
Luna (Ph.D., University
of
Wisconsin-Milwaukee)
is an
Associate Profes-
sor of
Marketing
at
Baruch
College.
He
conducts
research
focusing
on the
effect

of
language
on
consumer information processing
and
marketing communications.
His
work
has
appeared
in the
Journal
of
Consumer Research,
the
Journal
of
Con-
sumer Psychology,
the
Journal
of
the
Academy
of
Marketing
Science,
the
Journal
of

Advertising,
and
Psychology
and
Marketing.
Patrick
D.
Lynch (Ph.D., University
of
Delaware)
is a
Principal with North Star
Leadership Group.
A
former Research Fellow
at the
Accenture Institute
for
Strate-
gic
Change,
he
specializes
in
research
and
consulting
on
organizational
and

con-
sumer behavior.
His
work
on
customer relationships, leadership,
and
business
strategy issues
has
been featured
in the
books
The
Ultimate
CRM
Handbook;
ABOUT
THE
CONTRIBUTORS
xv
DoCoMo:
Japan's
Wireless
Tsunami;
and Got
Game:
How the
Gamer Generation
is

Reshaping Business Forever.
His
work
on the
psychology
of the
Internet, wire-
less
consumer behavior, customer experience, usability
and
teams
has
appeared
in
Forum, Outlook, Journal
of
Applied
Psychology,
Applied
and
Preventative
Psychology,
Journal
of
Advertising Research, Journal
of
International Business
Studies.
Karen
A.

Machleit (Ph.D., Michigan State University)
is
Professor
of
Marketing,
University
of
Cincinnati.
Her
primary research interests
are in the
areas
of
affective
responses
in
consumption contexts
and
measurement
issues/scale
development.
Her
recent research examines
the
effect
of the
online store atmosphere
on
shopper
responses.

Her
work
has
been
published
in
many forums including
the
Journal
of
Marketing, Journal
of
Consumer Research, Journal
of
Consumer Psychology,
Journal
of
Advertising, Journal
of
Retailing, Marketing Letters,
and the
Journal
of
Business Research, among others.
She has
served
the
Society
for
Consumer

Psychology
as
Secretary/Treasurer during
1999-2001.
Gary
H.
McClelland (Ph.D., University
of
Michigan)
is
Professor
of
Psychology
and
Professor
of
Marketing
at the
University
of
Colorado
at
Boulder.
He has
pub-
lished
two
books
on
statistical methodology: Data Analysis,

A
Model
Comparison
Approach
(with Charles Judd)
and
Seeing Statistics (www.seeingstatistics.com),
a
recently published web-based statistics textbook using Java applets
to
visual-
ize
statistical principles,
in
addition
to
numerous journal
articles
in the
areas
of
judgment
and
decision making, methodology,
and
data analysis.
He
serves
on the
editorial board

of
Psychological Methods.
Raj
Mehta (Ph.D.
in
Marketing, University
of
Utah)
is
Professor
of
Marketing,
University
of
Cincinnati.
His
research interests include
the
influence
of
information
technology
on
marketing, international marketing,
new
product development,
and
marketing models.
He
also

has
interests
in the
role
of
competition
in
sustainable
development.
His
work
has
been published
in
leading marketing academic journals
such
as the
Journal
of
Marketing
Research, Journal
of
Consumer Research, Journal
of
Marketing
and
Marketing Letters among others.
Saurabh Mishra
(MA in
Economics,

India; Masters
in
Business, Indiana Univer-
sity)
is
currently
a
doctoral candidate
in the
Marketing Department
at the
Kelley
School
of
Business, Indiana University.
His
research interests
lie
broadly
in
inves-
tigating
consumer behavior
in
online
and
conventional store environments.
Andrew Mitchell
is the
Patricia Ellison Professor

of
Marketing
in the
Rotman
School
of
Management
at the
University
of
Toronto.
He
received
his
Ph.D.
at the
University
of
California
at
Berkeley
and has
published over
50
articles,
including
articles
in the
Journal
of

Consumer Research, Journal
of
Marketing Research,
xvi
ABOUT
THE
CONTRIBUTORS
Management
Science,
and
Journal
of
Marketing.
His
current research interests
include
the
effects
of
memory
on
judgment
and
choice, brand evaluation processes,
and
the
organization
of
brand information
in

memory.
Lynne Mobilio (Ph.D., University
of
Minnesota) focuses
her
research
on
mental
simulations, coping strategies, goal formation,
and
planning processes.
In
1999
she
cofounded
Lewis,
Mobilio
&
Associates
to
investigate issues relating
to the
online
environment.
By
examining cognition, attitudes,
and
motivations
of
consumers

as
they approach
the
Internet,
she and her
partner, Regina Lewis, have helped
numerous clients develop
Web
site strategy.
Kyle
B.
Murray (Ph.D., University
of
Alberta)
is an
Assistant Professor
of
Mar-
keting
in the
Richard Ivey School
of
Business
at the
University
of
Western Ontario.
His
research focuses
on

consumer judgment
and
decision making, with
an
empha-
sis on how
consumers make choices
in
electronic environments.
Dr.
Murray's work
in
this area
has
been published
in the
Journal
of
Consumer
Psychology
and the
Communications
of
the
Association
for
Computing
Machinery.
The
results

of his
research have also been featured
in a
number
of
book chapters,
as
well
as the Na-
tional
Post's
Business Edge.
As an
educator,
Dr.
Murray
has
developed
and
taught
undergraduate, MBA,
and
executive level courses
in
marketing
and
e-commerce.
He has
also
been active

as a
consultant
for a
variety
of
organizations
in
fields
as di-
verse
as oil and
gas, manufacturing, financial
services,
retailing,
and
not-for-profit
enterprises.
Michelle
R.
Nelson (Ph.D., University
of
Illinois
at
Urbana-Champaign)
is As-
sistant Professor
of
Journalism
and
Mass Communication

at the
University
of
Wisconsin-Madison.
Her
research focuses
on
persuasion processes
and
consumer
behavior.
She has
published
in
Journal
of
Advertising,
Journal
of
Advertising
Re-
search,
Journalism
and
Mass Communication
Quarterly,
Advances
in
Consumer
Research,

and
numerous book chapters.
Christie
L.
Nordhielm
is an
Associate Professor
of
Marketing
at the
University
of
Michigan Business School.
She is
interested
in the
impact
of
repetition
on
cognitive
and
affective
response
in a
consumer behavior context.
She
recently
received
the

2003 Ferber Award
for
best article based
on a
Dissertation published
by
the
Journal
of
Consumer Research.
In
addition
to her
publications
in
academic
journals,
Nordhielm
has
published
in the
Harvard
Business Review,
and her
work
is
also presented
in her
forthcoming book, Marketing Management:
The Big

Picture
(Thomson-Southwestern). Nordhielm
has
received numerous teaching awards
and
recognition
as an
educator.
In
2003,
the
Northwestern University's Kellogg School
of
Management student body recognized
her
with
the
highest honor given
to a
Professor
for
teaching excellence,
the
Lavengood Outstanding Professor
of the
Year
award.
ABOUT
THE
CONTRIBUTORS xvii

Prior
to
joining
the
faculty
of the
University
of
Michigan,
Nordhielm
was an
Assistant
Professor
at the
Kellogg School
of
Management
at
Northwestern Univer-
sity.
She was
also
a
Lecturer
in
Marketing
at the
University
of
Chicago Graduate

School
of
Business, where
she
earned
her PhD in
Marketing
and
Behavioral Sci-
ence
in
1998.
Richard
W.
Olshavsky (Ph.D., Carnegie-Mellon University,
Professor
of
Market-
ing,
Kelley
School
of
Business, Indiana
University,
Bloomington,
IN) is
primarily
interested
in
consumer behavior with

a
special interest
in the
heuristics used
in
choice. Most
of his
published articles have appeared
in the
Journal
of
Consumer
Research, Journal
of
Marketing
Research, Journal
of
Marketing,
Journal
of
Con-
sumer Psychology, Journal
of
the
Academy
of
Marketing
Science,
and
Journal

of
Consumer
Satisfaction,
Dissatisfaction,
and
Complaining Behavior.
His
published
proceedings articles have been mainly
in
Advances
in
Consumer Research.
Richard Omanson (Ph.D., University
of
Minnesota)
is a
Director
at
User Centric,
Inc.,
a
design
and
usability consulting company where
he
conducts user research
and
designs software
and Web

interfaces.
He has a
patent
for
creating linear
ex-
periences
on the Web and his
published work
has
appeared
in
such journals
as
Discourse Processes, Cognition
and
Instruction, Reading Research Quarterly,
and
Journal
of
Memory
and
Language
and in
numerous
book
chapters.
Jong-Won Park (Ph.D., University
of
Illinois

at
Urbana-Champaign)
is
Professor
of
Marketing, Korea University, Seoul, Korea.
His
primary research interest
is in
cognitive processes underlying consumer choices, advertising
effects,
and
strategic
brand
management. Topics
of his
recent research includes decoy
effects
in
pref-
erence reversals, priming
effects
on
choices
for
self versus others,
effects
of
goal
orientation

on
self-regulatory depletion, superstar
effects
in
advertising,
and
brand
extensions
in
online
and
offline
contexts.
His
work
has
been published
in
Journal
of
Consumer Research, Journal
of
Consumer Psychology, Journal
of
Personality
and
Social Psychology, Journal
of
Consumer
Satisfaction,

Dissatisfaction,
and
Complaining
Behaviors,
and
Advances
in
Consumer Research.
Laura
A.
Peracchio (Ph.D., Northwestern University)
is
Professor
of
Marketing
at
the
University
of
Wisconsin-Milwaukee.
She is
interested
in how
bilingual
consumers process verbal
and
pictorial information
and
make
decisions.

She
also
studies
visual persuasion
and its
impact
on
information processing
on and
off/line.
She has
published
her
research
in the
Journal
of
Consumer Research
and
Journal
of
Marketing
Research.
Joseph
E.
Phelps
(Ph.D.,
University
of
Wisconsin-Madison)

holds
the
Reese
Phifer
Professorship
in the
Advertising
and
Public Relations Department
at The
University
of
Alabama.
The two
major thrusts
of his
research agenda
are
consumer
xviii ABOUT
THE
CONTRIBUTORS
privacy concerns relating
to
marketers'
use of
consumer information
and
integrated
marketing communications. Phelps

has
published
in a
variety
of
marketing
and
advertising journals.
He
served
as
editor
of
volumes
1-3 of
Frontiers
of
Direct
&
Interactive Marketing Research.
He
serves
on the
Editorial Review Boards
of
the
Journal
of
Interactive Advertising,
the

Journal
of
Advertising Education,
the
Newspaper
Research Journal,
the
Journal
of
Current Issues
&
Research
in Ad-
vertising,
and the
International Journal
of
Internet Marketing
and
Advertising.
In
1999,
the
Direct
Marketing Educational Foundation selected Phelps
as the
Out-
standing
Direct Marketing Educator.
He

served
as
Head
of the
Advertising Division
(2001-2002)
of the
Association
for
Education
in
Journalism
and
Mass Communi-
cation.
In
2004,
he
served
as the
President
of the
American Academy
of
Adverti-
sing.
Elizabeth Purinton (Ph.D., University
of
Rhode Island)
is an

Assistant Professor
at
Marist
College
in
Poughkeepsie,
New
York.
Dr.
Purinton
is a
fellow
of the
AMA-Sheth Foundation Doctoral Consortium.
Dr.
Purinton's research programs
include
web
site design, high-tech marketing,
and the
marketing orientation with
emphasis
on TQM
techniques, marketing channel partnership survival,
and
mature
marketing relationships.
Dr.
Purinton's research
is

published
in the
Academy
of
Marketing
Science Review, Journal
of
Electronic Commerce
in
Organizations,
the
Journal
of
Business Research,
and
several conference proceedings.
Niranjan
"Nick"
Raman (Ph.D., University
of
Texas
at
Austin)
is
Vice President
at
ImpactRx Inc. Nick's research
interests
include information processing
and

consumer behavior
in
electronic media,
and his
work
has
been published
in the
European
Journal
of
Marketing
and in
Advances
in
Consumer Research.
Deborah
E.
Rosen (Ph.D., University
of
Tennessee-Knoxville)
is an
Associate
Professor
in the
College
of
Business Administration,
the
University

of
Rhode
Island.
Dr.
Rosen's research interests include
Web
site design, online word-of-
mouth (mouse), inter-organizational relationships,
and
quality management.
Her
research
has
appeared
in the
Journal
of
Business Research, Journal
of
Electronic
Commerce
in
Organizations, International Journal
of
Services
Industry
Manage-
ment,
and
Academy

of
Marketing
Science Review
and in
conference proceedings.
Robert
M.
Schindler (Ph.D., University
of
Massachusetts)
is
interested
in
con-
sumer
motivation
and the
psychological processes underlying
the
effects
of
market-
ing
techniques.
His
current research concerns price promotions, 9-ending prices,
word-of-mouth
communication,
and the
effects

of
early experience
on
consumer
tastes.
His
papers have appeared
in a
number
of
journals
and
other publications,
including
the
Journal
of
Consumer Research, Journal
of
Marketing Research,
Journal
of
Retailing, Journal
of
Advertising,
and
Journal
of
Consumer Psychol-
ogy.

ABOUT
THE
CONTRIBUTORS
xix
James Shanteau (Ph.D., University
of
California-San
Diego)
is a
Commerce
Bank
Distinguished Graduate School Professor
of
Psychology
at
Kansas State
University.
He is
received
his
doctoral degree
in
Experimental Psychology.
His
research interests include analysis
of
expertise
in
decision
makers

and
studies
of
consumer
choices.
He is
co-founder, executive committee chair,
and
past Presi-
dent
of the
Judgment/Decision Making Society.
He
served
as
Program Director
of
Decision, Risk,
and
Management Science Program
at the
National Science
Foundation. Presently,
he is the
Director
of the
Judgment
and
Decision Making
Laboratory

at
Kansas State University.
His
publications include over
63
articles
in
referred journals,
10
books,
60
book chapters,
6
encyclopedia entries,
7
mono-
graphs,
21
proceedings papers,
14
technical reports,
and 3
computer programs.
He
has
been
a
consultant
to 38
organizations

on
issues related
to
consumer behavior,
expert systems development,
and
behavioral
research
methodology.
Wendy
Schneier Siegal (Ph.D., Ohio State University) received
her MBA at the
Ohio State University
and a BA in
Psychology
from
Tulane University.
She was
and
Assistant Professor
of
Marketing
at
Boston University School
of
Management
when
this chapter
was
written.

Her
research focuses
on
managerial/consumer learn-
ing
and the
impact
of
situational
and
dispositional factors
on
information search,
information
use,
and
decision-making
processes.
She has
published
and
presented
research
in
leading marketing conferences
and
journals such
as the
Journal
of

Con-
sumer
Research,
Information
Systems Research, Journal
of
Product Innovation
Management,
and the
CASE
International Journal
of
Educational Advancement.
Eugene Sivadas (Ph.D., Marketing, University
of
Cincinnati)
is
Assistant Profes-
sor of
Marketing, Rutgers Business School—Newark
& New
Brunswick, Rutgers,
The
State University
of New
Jersey.
His
research interests include electronic
and
other forms

of
direct marketing, interorganizational relationships,
and
health care
marketing.
His
research
has
appeared
in the
Journal
of
Marketing,
Journal
of
Busi-
ness Research, Journal
of
Interactive marketing,
and
Marketing Health Services.
Michael
R.
Solomon (Ph.D., University
of
North Carolina
at
Chapel Hill)
is Hu-
man

Sciences Professor
of
Consumer Behavior
at
Auburn University.
His
research
interests include symbolic consumption, fashion psychology,
and
online consumer
research methodologies.
His
work
has
been published
in
such journals
as the
Jour-
nal
of
Consumer Research, Journal
of
Marketing,
Journal
of
Advertising,
Journal
of
Personality

and
Social Psychology,
and
Journal
of
Retailing.
He
serves
as a
consultant
to
numerous organizations
on
issues pertaining
to
consumer behavior
and
marketing strategy.
Barbara Stern
is
Professor
II of
Marketing
and
department chair
at
Rutgers Busi-
ness
School.
Her

research
on
consumer behavior
in
online auctions
has
appeared
in
the
International Journal
of
Electronic Marketing
and the
Journal
of
Advertising.
xx
ABOUT
THE
CONTRIBUTORS
Her
research
on the
application
of
gender
and
literary theory
to the
analysis

of ad-
vertisements, consumer behavior,
and
marketing text consists
of
over
100
articles
appearing
in the
Journal
of
Consumer Research, Journal
of
Marketing,
Journal
of
Advertising,
Current Issues
in
Research
on
Advertising,
and
others.
She
served
as
co-chair
of the

1995 American Marketing Association Summer Educators' Confer-
ence,
and was
track chair
for the
"Netvertising"
track
in the
American Marketing
Association
2001 Winter
Educators'
Conference.
She is
editor-in-chief
of
Mar-
keting
Theory,
and
co-editor
of the
Routledge Press series
on
"Interpretive Mar-
keting
Research."
She
serves
on

numerous editorial boards, including
the
Journal
of
Consumer Research, Journal
of
Advertising,
and
Current Issues
in
Research
on
Advertising.
She
received
the
American Academy
of
Advertising Outstanding
Contribution
to
Research Award.
Anat
Toder-Alon
is a
doctoral candidate
in the
Department
of
Marketing

at
Boston
University
School
of
Management.
She
holds
a MA and a BA
from
Hebrew Uni-
versity
in
Jerusalem.
She is
currently
finishing her
dissertation entitled: "Redis-
covering Word
of
Mouth:
An
Ethnomethodological Analysis
of
Word
of
Mouth
Talk
in the
Context

of
Online Communities."
She has
presented
her
research
at
several international conferences
and has
published
in the
Journal
of
Consumer
Psychology.
Richard
F.
Yalch
(Ph.D.,
Northwestern
University)
is
Professor
of
Marketing
at
the
University
of
Washington.

He
served
for
three years
as
Director
of
Comput-
ing
Services
for the
School
of
Business.
His
current
research
focuses
on
Internet
start-ups
and
consumer inferences. Recently,
he
served
as
associate editor
of the
Journal
of

Consumer Research, where
he
published several papers.
He has
also
published
papers
in the
Journal
of
Marketing, Journal
of
Applied
Psychology,
Journal
of
Marketing
Research, Journal
of
Business Research,
and
numerous con-
ference
proceedings.
Richard regularly consults with Northwest Research Group,
a
full-service marketing research
firm.
J.
Frank Yates

(Ph.D.,
University
of
Michigan) focuses
his
research
on
judgment
and
decision
processes
(including emphases
on
cross-cultural variations); deci-
sion management; decision aiding (including special attention
to
cross-cultural
collaborations
as
well
as
managerial, marketing, medical,
and risk-taking
deci-
sions); judgment analysis
and
training;
and
applications
of

cognitive psychology.
His
research
has
appeared
in
many
books
and
journals,
including
the
Journal
of
Experimental
Psychology,
Organizational Behavior
and
Human Decision Pro-
cesses,
Psychological Bulletin,
and the
International Journal
of
Forecasting.
He is
the
associate editor
for the
Journal

of
Behavioral Decision Making,
a
consulting
editor
for the
Journal
of
Cross-Cultural
Psychology,
and a
member
of the
editorial
review
board
for
Organizational Behavior
and
Human Decision Processes.
His
latest book
is
Decision Management (Jossey-Bass,
2003).
ONLINE CONSUMER
PSYCHOLOGY
Understanding
and
Influencing Consumer

Behavior
in the
Virtual World
This page intentionally left blank
Introduction
Curtis
P.
Haugtvedt
Ohio
State
University
Karen
A.
Machleit
Universtiy
of
Cincinnati
Richard
F.
Yalch
University
of
Washington
This
volume contains edited versions
of
papers that were presented
at the
2001
Advertising

and
Consumer Psychology Conference
in
Seattle, Washington. This
annual
conference
was
sponsored
by the
Society
for
Consumer Psychology (Divi-
sion
23 of the
American Psychological Association) with sponsorship assistance
from
Accenture Institute
for
Strategic Change.
The
conference
and
this book follow
from
the
1996 Advertising
and
Consumer
Psychology Conference
and

subsequent publication, Advertising
and the
World
Wide
Web
(Schumann
&
Thorson,
1999).
This book contains definitions
of
Internet
terms, historical presentations, discussions
of
theoretical foundations,
the
structure
of
Web
advertising, public policy issues,
and
applications
of the
medium. This
important
volume served
to
better acquaint advertisers with
the
medium

and the
important
research questions
at
that time.
The
authors challenged
researchers
to
think
about
the
potential advantages
and
disadvantages
of the Web as an
advertising
medium.
Specifically,
the
authors mentioned
the
need
for
greater
use of
theory
as
well
as

studies that take advantage
of the
unique situations
created
by the
Internet.
The
present volume addresses many
of
these issues
and
goes
beyond
the
topic
of
advertising
and the Web to
include topics such
as
customization, site
design,
word-of-mouth processes,
and the
study
of
consumer decision making
while online. Some
of the
research methods employed

by
authors
in the
current
chapters
allow
us to
gain more insight into
the
consumer's thought
processes
while
online. Many
of the
chapters move beyond research that
is
descriptive
of
consumer
1
HAUGTVEDT, MACHLEIT, YALCH
activities.
The
theories
and
research methods employed
by the
present authors help
provide greater insight into
the

processes underlying consumer behavior
in
online
environments.
The
book begins with
a
section
on
Community.
One
advantage
of the
Internet
is
the
ability
to
bring
like-minded
individuals
from
around
the
world into
one fo-
rum.
Alon, Brunei,
and
Siegal examine

the way in
which
ritual
activities maintain
and
develop
the
culture
of the
community forum. Schindler
and
Bickart examine
published word-of-mouth comments
to
determine
the way in
which product
ex-
periences
and
information
are
communicated
from
consumer
to
consumer within
a
community.
People

who
pass-along emails
to
others
are
examined
by
Lewis,
Phelps,
Mobilio,
and
Raman; these authors provide some insight into
the
issue
of
viral marketing
on the
Internet. This section concludes with Boush
and
Kahle's
discussion
and
research agenda
for
using online consumer discussion communities
to
understand products, companies,
and
brands.
The

second section
in the
book examines issues related
to
Advertising.
The
first
two
chapters
in
this section examine
the
issue
of
click-through rates, albeit
from
different
perspectives. Chandon
and
Chtourou examine factors that
affect
the
rate
at
which individuals will click
on a
banner
ad.
Mitchell
and

Valenzuela
consider
the
banner
ads
that
are not
clicked—and reason that even without
a
click through, banner
ads
will still
influence
consumer judgment
and
choice.
The
other
two
chapters
in
this section examine advertising content that
is
placed
in a
different
content—first
within
the
context

of
gaming online (Nelson's article
on
Advergaming)
and
next within
the
context
of
wireless networks (Lynch, Kent,
and
Srinivasan's chapter
on
mobile advertising).
Customization
is the
third section. Crow
and
Shanteau's chapter provides
us
with
reasons
why
consumers customize products
and the
benefits
of
customization.
Godek
and

Yates look
at the
role
of
customer perceptions
of
control
in the
person-
alization/customization process. Luna, Perrachio,
and de
Juan Vigaray examine
Web
site customization
and the
importance
of
adapting
the
site across cultures.
Finally, Haubl
and
Murry examine
electronic
recommendation agents
as one
form
of
preference customization
and

construction.
The
psychological
effects
of
Site Design
are
considered
next. Omanson,
Cline,
and
Nordhielm's
chapter demonstrates that visual consistency
in the
look
and
feel
of Web
sites
will
affect,
among other things, brand attitudes
of
visitors
to
that
site. Purinton
and
Rosen examine gender
differences

in
processing
Web
site
information
and
present both similarities
and
differences
by
gender. Finally, Fasolo,
McClelland,
and
Lange examine
the way in
which
the
format
that
product decision
sites
use to
present information
to
site visitors
can
affect
the
visitor's ability
to

make
better decisions.
The
Fasolo, McClelland,
and
Lange chapter overlaps with
the
next section—
Decision Making. Henry begins
by
asking
the
question
of
whether
the
Internet
empowers consumers
to
make better decisions? Similarly, Mishra
and
Olshavsky
consider whether
the
increased availability
of
information technology (personal
2_