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 Research 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 Edited by Curtis P Haugtvedt Ohio State University Karen A Machleit University of Cincinnati Richard F Yalch University of Washington LEA 2005 LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS Mahwah, New Jersey London Senior Acquisitions Editor: Assistant Editor: Cover Design: Textbook Production Manager: Full-Service Compositor: Text and Cover Printer: Anne Duffy Kristin Duch Kathryn Houghtaling Lacey Paul Smolenski TechBooks Hamilton Printing Company This book was typeset in 10/12 pt Times Bold, Italics The heads were typeset in GillSans and Minion Copyright © 2005 by Lawrence Erlbaum Associates, Inc All rights reserved No part of this book may be reproduced in any form, by photostat, microform, retrieval system, or any other means, without prior written permission of the publisher Lawrence Erlbaum Associates, Inc., Publishers 10 Industrial Avenue Mahwah, New Jersey 07430 www.erlbaum.com 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) Consumer behavior Internet advertising 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 Contents About the Contributors ix Introduction Curtis P Haugtvedt, Karen A Machleit, and Richard F Yalch PARTI: COMMUNITY Ritual Behavior and Community Change: Exploring the Social-Psychological Roles of Net Rituals in the Developmental Processes of Online Consumption Communities Anat Toder-Alon, Frederick F Brunei, and Wendy L Schneier Siegal Published Word of Mouth: Referable, Consumer-Generated Information on the Internet Robert M Schindler and Barbara Bickart Understanding Pass-Along Emails: Motivations and Behaviors of Viral Consumers Regina Lewis, Lynne Mobilio, Joseph E Phelps, and Niranjan (Nick) Raman What, and How, We Can Learn From Online Consumer Discussion Groups David M Boush and Lynn Kahle 35 63 101 PART II: ADVERTISING How Banner Ads Affect Brand Choice Without Click-Through Andrew Mitchell and Ana Valenzuela 125 Factors Affecting Click-Through Rate Jean-Louis Chandon and Mohamed Saber Chtourou 143 vi CONTENTS Exploring Consumer Response to "Advergaming" Michelle R Nelson Going Mobile: Marketing and Advertising on Wireless Networks Around the World Robert J Kent, Patrick D Lynch, and Srini S Srinivasan 167 195 PART III: CUSTOMIZATION 10 Online Product Customization: Factors Investigating the Product and Process Janis J Crow and James Shanteau 207 Marketing to Individual Consumers Online: The Influence of Perceived Control John Godek and J Frank Yates 225 11 Smoother Surfing Across Cultures: Bilinguals on the Web David Luna, Laura A Peracchio, and Maria D de Juan 12 Processes of Preference Construction in Agent-Assisted Online Shopping Kyle B Murray and Gerald Haubl 245 265 PART IV: SITE DESIGN 13 14 15 Effects of Visual Consistency on Site Identity and Product Attitude Richard C Omanson, June A Cline, and Christie L Nordhielm 287 Gendered Information Processing: Implication for Web Site Design Elizabeth Purinton and Deborah E Rosen 303 The Effect of Site Design and Interattribute Correlations on Interactive Web-Based Decisions Barbara Fasolo, Gary H McClelland, and Katharine A Lange 325 CONTENTS vii PART V: DECISION MAKING 16 17 18 19 Is the Internet Empowering Consumers to Make Better Decisions, or Strengthening Marketers' Potential to Persuade? Paul Henry 345 Rationality Unbounded: The Internet and Its Effect on Consumer Decision Making Saurabh Mishra and Richard W Olshavsky 361 Consumer Relationships with an e-Brand: Implications for e-Brand Extensions JongWon Park, Hyan-Jung Lee, and Hyung-Il Lee 379 Finding the Best Ways to Combine Online and Offline Shopping Features Awn M Levin, Irwin P Levin, and C Edward Heath 401 20 Consumer Behavior in Online Auctions: An Exploratory Study Eugene Sivadas, Barbara Stern, Raj Mehta, and Melanie Jones 21 The Impact of Internet Use on Health Cognitions and Health Behavior Noel T Brewer 419 433 PART VI: RESEARCH TOOLS AND APPROACHES 22 23 Experiential Ecommerce: A Summary of Research Investigating the Impact of Virtual Experience on Consumer Learning Terry Daugherty, Hairong Li, and Frank Biocca Web-Based Consumer Research Basil G Englis, Michael R Solomon, and Paula Danskin 457 491 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 interested in context effects on judgment and decision-making processes, how people retrieve and use information about others in answering survey questions, and developing methods for reducing measurement error in surveys via questionnaire design 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 Professor 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 interaction 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 Marketing 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 Research 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 Hallmark 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 research 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 compliance 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 SUBJECT INDEX Gummi LifeSavers in Croc2, 171t Gummi Savers, 187 H Habitual consumer purchase, 352 Hangame.com (Korea), 173 Haptic interaction, 481 Harris Interactive, 493 Hasbro, 173 Heading, as feature in Web site identity, 29lt Health and grooming products consumers' purchase behavior for, 408 online vs offline shopping of, 406t Health behaviors as component of SR model, 434, 435f health cognitions and, 433-451 intentions and, 438-439 Internet use and, 448 Health belief model, 434 Health cognitions changes in, 436-439 as component of SR model, 434, 435f Heroes, consumer behavior and, 252 Heuristic processing, 304 Hoax emails, 75 Hotjobs.com, 172 http://ftd.com, 310 http://llbean.com, 309 http://www.mind-share.net/portfolio, 501 http://www.nua.ie/surveys/how _many_ptonline/, 491 http://www.point.com, 327f http://www.proteusanswers.com, 505 Human information processing, limits to, 349-350 Hybrid messages, regulations of, 186-187 Hybrid SR model, 434 I IAB (Interactive Advertising Bureau), 148 Iconocast, 147 Identity See also Web site identity background, as feature in Web sites, 291-292, 291t consumer, as cue for validity of information, 49-50 layout in Web sites as feature of, 291t 537 orientation, ritual activities and, 18-21, 19f social, theory of, 18-21 Identity or symptoms, as attribute of health cognitions, 434 Images, advertising effectiveness and, 159-160 Imitation of treatments, 495 I-mode phenomenon, 196-197 Impulse buying antecedents of, 152 defined, 151 Impulse purchase, antecedents of, 152 Impulsiveness, as ritual theme, 23t Inclusion effect, 272, 278-279, 279f Indirect effects, banner advertisements and, 137 Indirect experience comparison between experiences, 472f, 473t consumer learning and, 469-470 Inferences, conversational logic and, 277-278 Information See also Information presentation; Information processing as barrier in mobile networking, 197 constraints impeding consumer usage of, 354-355 consumer decision-making and access to, 346 decision-making and volume of, 347 explosion, 347-348, 351-352, 361 negative, lack of, 48 searching and negative interattributable correlations, 331 selection and use of, 348f word of mouth, consumer decision-process and, 57-58 Informational input, Internet word of mouth and, 39-40, 54, 54f Informational/instrumental/task-oriented communicative act, 19f, 21 Information messages, in pass-along emails, 77t, 81t Information motives, online word of mouth and, 44-45 Information presentation to consumers, 242 format of, 276-277 Information processing gender and, 304-407, 306f, 320 human, limits to, 349-350 organizing information and, 438 skills of, 354 and the Web environment, 307-310 Information-search, 42 Information seeking, 463t, 465-466, 468 538 "Infrequent Senders", 66 address book of, 68 dark side to pass-along emails and, 77-83 emotional reactions to receiving pass-along emails, 71-72 motivation of senders, 69-70 opinion about e-mail, 68 pass-along consumer profiles and, 92-93 perceptions of pass-along emails, 70-71 quashing pass-along emails and, 86-87, 93 rules of, 83-87 sheer number of, 72-77 similarity with "Viral Mavens", 90-91 Initial repetitions, of ads, 294 Input/output rates, wireless networking and, 200 Inspirational messages, 77t Instant messaging, in Internet word of mouth, 38, 38t, 43, 54f Instrumental cohesiveness, 19f Integrative model, 23t Intentions and behavior See Behavior and intention Interaction patterns, net rituals and, 21-22 Interaction Process Analysis (IPA), 21 Interactive Advertising Bureau (IAB), 148 Interactive communication, 226 Interactive technology, 357 Interactive 3-D test products, 461f Interactivity as characteristics of virtual experience, 474-475 defined, 183 product, 178 Web sites and, 258t, 259, 260f Interattributable correlation negative, and choice strategies, 330-331, 330f overview of, 330-332 positive, choice strategies and, 329f, 331 self-reported measures and, 338 Web site design and, 339 Interface features, 459 in 3-D product simulations, 460t Internet access, 195, 196 advertising, 125-126, 143-145, 473-474 advertising effectiveness See Advertising effectiveness consumer decision-making and, 346-347, 361-377 future directions for technology of, 374-375 SUBJECT INDEX impact on heath cognitions and health behavior, 433-451 Internet-based community, 10 number of searchers of health information, 433 number of users worldwide, 491 the preference framework and, 309-310 product customization and, 209, 211, 212, 218 published word of mouth See Published word of mouth sample search results for Camcorders, 369t searching See Searching, Internet technical reality of, 20 use among MS/HIV and patients, 446-448 use by consumers, 35 vs traditional advertising, 125 Internet auction firms, 420 Internet-based communities, 10 Internet-based customization, 209, 211, 212, 218 Internet-based health information, 435 accuracy of, 436-439 Internet game site, 386 Internet mediated research representativeness in, 494-495 vs offline mediated research, 492-494 Internet site brands See E-brands Internet word of mouth See also Chat rooms; Online word of mouth; Word of mouth (WOM) characteristics of sources, 38t communication and, 36-39 effect on consumer decision-processes, 51-53 evaluation of content, 47-50 information and consumer decision-process, 57-58, 57f motives for using, 43-47 personal e-mail in, 38, 38t power of, 35-36 Interpersonal Communication Motives Scale, 80 Interpersonal relationships, 383-385 Intimacy in online community, 23t, 25-26 in relationship quality measures, 388, 389t Intragroup relationship, as ritual theme, 23t Investment model of close relationships, 384, 388 Involvement-self, 463-464, 463t Involvement-third person, 463t, 464 SUBJECT INDEX Involvement, virtual experience and, 469 IPA See Interaction Process Analysis (IPA) iVillage.com, 174 J Jam International, 170 Japan location-based messages and, 199 news viewing in, 197 privacy concerns in, 197 promotional messages in, 198 use of personal digital assistants in, 196 JC Penney, 420 Jenkins, Henry, 168 John Deer auctions, 420 Joke of the Day sites, 70 Jokes, in pass-along emails, 75, 76, 77t, 81t Journal of Interactive Advertising, 182 "Juggling time", 350 "Junk mail", in pass-along emails, 69 Just-in-time delivery systems, 226 K Kawasaki Jet Ski Racing, 171t, 173 Kelman's theory of social influence, 177 Ketamine, 440 KFC,75 Knowledge of brand, consumer and, 137, 139 and expertise in online bulletin board, 11 lt, 114 health, 437-439 Internet searchers and, 441-442 Internet searching, confidence, and, 437-439, 443t, 445, 450 Internet use of MS and HIV patients and, 446-448 relation of Internet use to, 439f vs confidence, 443t Konami (Japanese game developer), 180 Kwan Figure Skating, 17 1t L Landscape, in Web site, 315-316 Land's End, 408 539 Language See also First language sites Japanese, communication and, 196-197 online, 106 processing, 246-248 second, Web sites See Second language sites site design and, 249-252 of Web sites, 245, 251, 254 Lara Croft in Tomb Raider Michelle, 171t, 176 Later repetition, of ads, 294 Layout, as feature in Web site identity, 291t Legibility, in Web sites, 309-310, 311, 315, 317f Letter, in consumer-to-consumer communications, 103t, 104 Levels-by-levels models, 11-13 Lexical links, 247 Lexical (word) level, 247 Lexicographic heuristic (LEX), 363-364, 367f, 371-374, 373f Lickert-type scale, 388 Life-cycle conceptualization See Levelsby-levels models Life/Style online "Life" layer of, 500-501 overview of, 500 "Style" layer of, 501-502 Lineage: The Blood Pledge, 169 Link label, as feature in Web site identity, 291t Links 2001, 180 LISREL 8, 393 Listservs, in Internet word of mouth, 38, 38t Literacy ability, 354 "Live, Adaptable Expert", notion of, 359 L.L Bean, 309, 310, 321 Localization, of brand placements, 179-180 Location-based messages, 198, 202-203 Location information, marketers and, 198-199 Logo effect of logo on site identity judgments, 293f as feature in Web site identity, 290, 291t, 299 The Lord of the Rings (movie), 36 Los Angeles blocking email in, 86 "Infrequent Senders" description in, 71 Love and passion, in relationship quality measures, 388, 389t Lysergic acid diethylamide (LSD), 440 SUBJECT INDEX 540 M Macy's, 321 Madden NFL Football 172 Mad-Dog, 183 Mad Radio, 182 Mailbags, in Internet word of mouth, 38, 38t, 43 Mailing lists, electronic, in Internet word of mouth, 38, 39, 43 Mailing return rates, 151 direct, 146 Mail-order catalogs, 211, 218 Mall of the Sims, 181 Manufacturing customization and, 210 flexible, 226 Marijuana, 440 Marketers consequences of flow and, 255 Internet word of mouth and, 35-36 managing and facilitating Internet interaction, 7-29 online discussions and, 109-110 online virtual experience and, 485-486 pass-along emails for, 91-92 promotional messages and, 198 tailoring message strains to women, 95 and technology, 265 viral marketing and, 65, 95-96 Market Guide, 321 Marketing See also Mobile marketing to individual consumers online, 225-243 Internet and, 35 location-based messages, 198-199, 203 one-to-one, 63, 265 permission, 63 using computers in, 376 viral See Viral marketing on wireless networks, 195-203 Market segmentation, 208-209 Marketwatch.com, 145 Massachusetts Institute of Technology (MIT), conference on computer and video games, 168 Mass customization, 209 "Mass email", in pass-along emails, 69 Mass production, 208, 209 Matrix approach, 374-375 McKenzie & Co., 177 MDMA See Methylenedioxymethamphetamine (MDMA) Mechanisms for conflict resolution, as ritual activity, 23t Media plan, advertising effectiveness and, 155-156 Membership rules, in online bulletin board, l1 lt, 112 Memory-based choice constrained choice vs., 129 effect of exposure to banner ad, 133f, 134f, 135f, 136f effects on banner ad brands, 128 effects on competing brands, 128-129 model of, 127-128, 127f Men information processing and, 304-305, 307 legibility of Web sites and, 311 pass-along emails and, 76 preferences for Web site design, 311 values toward debate, 113 Men Are from Mars: Women Are From Venus (Gray), 303 Mere exposure effect, 175 Merrill Lynch, 173 Message(s) See also E-mails; Pass-along emails Characteristics of, in online bulletin board, l1 lt, 115 inspirational, 77t instant, in Internet word of mouth, 38, 38t, 43, 54f location-based, 198, 202- 203 ritual, 16, 20, 25 strains, 75 Metered pricing for information packets/time, wireless networking and, 200 Methamphetamine, 440 Methylenedioxymethamphetamine (MDMA), 440, 442 Microsoft Corporation, 91 Millward Brown, 145 Missing children, in pass-along emails, 75, 77t, 81t Mixed choice, 129 Mobil, 182 Mobile advertising, 200-203 Mobile commerce, 198 Mobile marketing See also Marketing future of, 203 opt-in receptivity strategy and, 201-202 overview of, 199-200 Mobile networks See also Wireless networks activities across countries, 197-198 SUBJECT INDEX 541 barriers in, 197 across visual sensory immersive conditions, Mobile phones, Internet access and, 195 479t advertising effectiveness and, 480t Modified self-regulation model, 434-435, visual sensory immersion vs., 478t 435f Moore' Law, 265 Navigational scheme Morgan Stanley, 143 as feature in Web site identity, 290, 291 Motion, effect on advertising effectiveness, 157t, in Web site landscape, 315-316 NBA Live 2001, 171t 159f Motivation NEC, 196 of "Infrequent Senders", 69-70 Negative politeness, 108 Internet word of mouth content and, 54-55, Neopets.com, 169 54f Net Grocer, 321 for response in online bulletin board, 11 lt, Netnography, 15, 186 114 Net-ritual activities, 9, 22 of senders in "Infrequent Senders", 69-70 Net rituals, 18, 20, 21, 26 See also Ritual of senders in "Viral Mavens", 69-70 activities Motives Network text analysis, 110 New Line Cinemas, unofficial Web sites and, 36 entertainment, 46-47 for information in online word of mouth, News viewing, in Japan, 197 44-45 NFL See Normed fit index (NFI) for sending pass-along emails, 82t N-generation, ads and, 185 support and community motives, 45-46 NIDA See National Institute on Drug Abuse for using Internet word of mouth, 39-40, (NIDA) 43-47 Nielsen Netratings, 143 of "Viral Mavens" and "Infrequent Senders", Nokia, 196 69-70 Nokia phones in X Files, 171t Motorola, 196, 209 "Non-compensatory" decision site Mountain Dew site, 182 choices of, 328 MS/HIV and patients, 446-448 experimental (EBA), 335f MSN Gaming Zone, 179 snapshot of, 327f MSN portal, 173 strategy of, 326 Multimedia methods online, 498-499 Nonviral consumers, 63 Multi-purpose devices, 199-200 Nordstrom, 321 Multisensory background ads, 174-176 Normed fit index (NFI), 393-395, 394f Musiconline.com, 182, 183 Norms, in online bulletin board, 111t, MVP.com, 409 112-113 Mystery, in Web sites, 310 Nostalgic connection, in relationship quality measures, 388, 389t NPD (research firm), 493 N NUD*IST, 109 Naked pictures, in pass-along emails, 77t, 81t Napster, 377 Nascar Racing, 171t, 176, 178, 180 Nascar Racing3, 180 National Adult Literacy Survey, 354 National Basketball Association, 170 National Football League, 170, 173 National Institute on Drug Abuse (NIDA), 440 National Retail Foundation, 2000, 226 Naturalness presence O Objectively priced products, 425, 429 Objective matrix, ad effectiveness measurement in, 149-150, 149t Offline auctions, traditional, 420-421 Offline brands, 403 Offline computer-mediated research, Internet and, 492-494 542 Offline goal measures, in objective matrix, 149t Offline product, 386, 386t Offline shopping consumer needs for, 403 preferences, 404t, 405 Off-record politeness, 108 Off-topic posting (OT), 108 One-to-one marketing, 63, 265 One-way communication, 357-358 Online bids, 420 discussions, 116-117 language, 106 multimedia methods, 498-499 number of Americans buying online, 325 retailers assortment strategy and, 227 rituals in online setting, 16-18, 17t Online and offline services, 403 Online auctions See Auctions Online bulletin boards in acquaintance state, 24 Birth Clubs, 15 as communities, 106-107 community characteristics in, 111-112, l1lt as conversation, 107-109 differences among discussion media, 103-105 within electronic communities, 10 focus groups vs., 105 message characteristics in, 11lt, 115-116 participant characteristics in, lilt, 113-115 as text, 109-111 Online communities See also Community(ies); Electronic communities change and development in, defined, development, beyond levels-by-levels models, 11-13 net ritual expression and relationships in, 23t physical word and, 102 rituals in, 12-15 as sites, 20 successful, transformational processes proposed model, 22-27 virtual vs real communities, 10-11 Online consumer discussion groups See Online bulletin boards "Online Consumer Psychology" conference, 403, 406 SUBJECT INDEX Online discussion groups See Online bulletin boards Online ethnography, 15 Online games See Games/Online games Online goal measures, in objective matrix, 149t Online information-search, 42 Online long-term campaign, 150 Online marketing, to individual consumers, 225-243 Online multiplayer gaming, 169 Online product, 386, 386t customization of, 207-221 Online "researchspace," 497-498, 497f Online research tools, 506 Online ritualistic message exchange, 17 Online shopping advantages and disadvantages of, 403-404 consumer preferences survey, 404-409, 404t, 405t, 406t customized products and experience of, 211, 218 offline shopping and, 401-416 preference construction and, 280-281 Online short-term campaign, 150 Online sponsorship, defined, 173 Online word of mouth, importance of, 35 Opportunism, as ritual theme, 23t Opt-in receptivity strategy, mobile marketers and, 201-202 Option clicks, in Web-base choice study, 336-337, 337f Orbitz.com, 407 Organization and structure, in online bulletin board, 11lt OT See Off-topic posting (OT) Ourgame.com (China), 173 Ownership, wireless devices and, 200 Oxygen Media, 36 P Panasonic, 287, 289-290, 289f Participant characteristics, in online bulletin board, 11lt Pass-along emails American cultural patterns and, 87-88 basic anatomy of, 66f content analysis of, 84 content and percentage of messages received by categories, 77t SUBJECT INDEX dark side of, 77-83 descriptions of, 88-90, 88t future research suggestions, 97-99 for marketers, 91-92 motives for sending, 82t numbers of sent and received e-mails, 74f pass-along consumer profiles and, 92-93, 93t people perceptions of senders, 69-70 people's perceptions of the origin of, 70-71 percentage of emails forwarded by category, 81t quashing, 85-87 reactions to receipt of, 71-72 reasons for not forwarding, 85t rules of sending, 83-87 sheer number of, 72-77 studies on, 66-67 target selection and message creation in, 93-95 terminology in, 69 within typical email episode, 69f Passion, in brand relationship, 388 Path analysis method, 257t PC game, 172, 182, 185 PDA See Personal digital assistants (PDA) Peapod, 321 Pepsico, 101 Pepsiworld's Aqua Filter (Sea-Doo Hydro Cross), 17 1t Perceived control customization and evaluation effects on, 236-238, 237t, 240-243 product selection protocols and, 233-234 role in customization, 238-243 Perceived quality of extensions (QUAL), in extension judgment, 391-392, 392t Perceived quality of the focal brand (BQ), 393 Perceived-rationale for attribute inclusion, 272 Perception-rationality, 266-267, 272 Perceptual fluency, 127, 130, 139, 294 Perceptual fluency/midattribution model (PF/M), 294-295 Perceptual framework, 267 Perceptual mapping, 501 Perceptual processing, of ad features, 294 Performance, 17t Permission marketing, 63 Personal activity, ritual experience and, 14t Personal computers (PC), 195, 368 543 Personal digital assistants (PDA), 196, 214 Personal disclosure, in online bulletin board, l1lt, 114 Personal e-mail, in Internet word of mouth, 38, 38t Personal identity salient, 19f, 20, 23t Personalization of brand placements, 179-180 constraints in, 231 defining characteristics in, 231 effects on evaluations, 234-235 and the opportunity to influence, 265-266 in pass-along emails, 83-84 presentation of information in, 242 as product selection protocol, 229-230, 229f, 230f, 233 provisions in, 230-231 role of recommendation in, 242 vs customization, 207 Personal roll calls, 24 Persuasion process, in Internet advertising effectiveness, 146, 149 The Pew Internet & Life Project (2000), 64 PF/M (Perceptual fluency/midattribution model), 294-295 Photo album, community, in construction state, 25 Physical affordances, 468, 482 Physical presence across visual sensory immersive conditions, 479t advertising effectiveness and, 480t visual sensory immersion vs., 478t Physical proximity, in consumer-to-consumer communications, 103t, 104 PI See Purchase intention (PI) Picture* Size, 157t Picture's presence, effect on advertising effectiveness, 153, 157t Pictures*Target, 157t Picture-text consistency, 261 Planning, as ritual theme, 23t PlayStatio, 172 PlayStation2, 172 PNC Bank Corporation, 420 Poems, in pass-along emails, 75, 81t Pogo site, 173, 174 Point-of-purchase ad, 125 Pokemon, 75 Politeness, in online bulletin boards, 108, 118 544 Political messages, in pass-along emails, 75, 77t, 81t Portals, sponsorship and banner ads in, 172-174 Positive politeness, 108 Posted reviews, in Internet word of mouth, 38, 38t, 42, 54f Post Hoc test, 158 Posting details, as cue for validity, 49 Power, limited creative, wireless networking and, 200 Pragmatism, as ritual theme, 23t Precaution adoption process model, 434 Preference construction consumer rationality and stability of preferences, 266-268 inferences based on conversational logic, 277-278 information presentation format, 276-277 mechanisms and inclusion effect, 278-279 and online shopping, 280-281 persistence of, 279-280 personalization and opportunity to influence, 265-266 potential for influence in electronic environments, 268-274 priming, 274-276 Preference matrix, 307, 309-310, 309f, 319 Preference-rationality, 267 Preferences, consumer See Consumer preferences "Preferred choice style", 328 Presence across visual sensory immersive conditions, 479t advertising effectiveness measures and, 480 as characteristics of virtual experience, 475-476 virtual experience and, 469 visual sensory immersion vs., 478t Presence-natural, 463t, 467 Presence-physical, 463t, 466-467 Presentation style of products, effects of, 298-299 Pricegrabber.com, 401 Priceline.com, 407 Price mentioning effect, advertising effectiveness and, 154-155, 160, 161f, 163 Pricing mechanisms, auctions and, 422 Priming, 274-276 Priming effects, 126 SUBJECT INDEX Priming moderate exemplars, 126 Privacy concerns, mobile networking and, 197,199 Private auctions, 423 Process-rationality, 267 Proctor and Gamble, 299 Producers, of customizable products, 208, 209, 221 Product affordances, 459 Product and service reviews, within electronic communities, 10, 42 Product attitudes advertising repetition effects, 294-295 delayed testing, 296-298 overview of, 293-294 presentation style effects, 298-299 repetition and visual consistency effects, 298f repetition effects, 299-300 time effects, 300 Product attribute association, 463t, 465, 468 attention, 463t, 464, 468 evaluation, 463t, 464-465, 468 questioning about, 463t, 465, 468 Product category, customization and, 241 Product customization benefits of, 209-210, 220 of branded material, 180-182 constraints in, 232 consumers and, 207 defining characteristics in, 232 demands in, 231 effects on evaluations, 234-235 effects on perception control and evaluations, 236-238, 237t evolution of, 208-210 factors influencing, 210-212, 217-219 Internet and, 209, 211, 212, 218 presentation of information in, 242 as product selection protocol, 231, 233 provisions in, 231 testing factors influencing, 212-217, 216t in 3-D product simulation, 460t vs personalization, 207 Product interactivity, 178 Product knowledge across visual sensory immersive conditions, 480t comparison between experiences, 473t for high behavioral affordances, 484t for high tactile affordances, 484t 545 SUBJECT INDEX relationship between presence and, 480t visual sensory immersion vs., 478t Product placement brand recall and, 177 effectiveness of, 174-175, 176, 185, 186- 187 localization of, 179-180 theories for, 175 Product-related experience, product customization and, 218 Product(s) See also Product customization advertising effectiveness across visual sensory immersive conditions, 480t advertising effectiveness measures and presence, 480t branded, use of, 177-179 character identification and use of, 176-177 degree of presence across visual immersive conditions, 479t lifestyle aspirations and evaluations of, 500-503 objectively and subjectively priced products, 425 value of, 422 visual affordances for, 483t Products and/or companies, in pass-along emails, 76, 1t Product selection protocols assortment as, 227-228, 233 customization as, 231-232, 234 and perceived control, 232-240 personalization as, 229-231, 233, 234 studies on, 234-243 Product warnings, percentage of emails forwarded about, 81t Professional auctions, 421-422 PROMO* Placement, 157t Promotional messages, marketers and, 198 Promotion effect, on advertising effectiveness, 155, 160, 161f, 162 Proprietary systems, wireless networks and, 200 Prorelationship behavior, 384, 385 Prospects, mailing return rates and, 151 Provisions in assortment, 227 in customization, 231 defined, 227 in personalization, 230-231 "Psychological" effort, 328 Public policy implications, ethical concerns and, 186-188 Published word of mouth consumer decision process and, 40-41 consumer evaluation of, 40 motives for using, 39-40 Purchase intention (PI) about, 466 across visual sensory immersive conditions, 480t comparison between experiences, 473t defined, 463t in extension judgment, 392-393, 392t in model of flow for single Web sites, 258t, 260, 260f presence and, 480t visual sensory immersion vs., 478t Purpose, in online bulletin board, 111-112, 11lt Q QUAL See Perceived quality of extensions (QUAL) Qualitative content analysis, 109-110 Quality, in brand relationship, 388 Quash, pass-along emails, 85-87 Questioning about product attributes, 463t, 465, 468 R Rationality, of consumers, 362-368 Razor Freestyle Scooter (punk, pop), 171t Real communities See also Community(ies) virtual communities vs., 10-11 Real networks, 174 Real-time communication, 103 Real-time location data, 199 Recall, brand, 176-177, 187f Recall measure, 174 Recognition measure, 174 Recommendation agents about, 270-272 consumer decision strategies and, 346 consumer preferences and, 270-272 information presentation format and, 276 informative attribute of, 277 persistent preferences and, 279-280 Recommendations, role in product selection, 242 Referability dimension, of word of mouth information, 38, 39 Reflect.com, 207 546 Register ring, 201 Regulations, of hybrid messages, 186-187 REI, 321 Relational cohesiveness, 19f Relational net ritual activities, 22 "Relational schema", 384, 385 Relationship elements, within sites, 318 Relationship quality (RQ), composite index of, 389-399 Religious messages, in pass-along emails, 77t, 81t Repetition effects advertising, 294-295 experimental conditions and, 296t implications for Web channel design, 299-300 research study, 295-296 and visual consistency on product attitude, 298f Web page, 295 Reports, Web-based, 503-505 Representativeness, in Internet-based research, 494-495 Research, future on consumer behavior, 429-430 on effective Web site design, 320-321 on effects of Internet, 376-377 online bulletin boards, 116-117 on pass-along emails, 97-99 on role of rituals in community, 29 on site design and interattribute correlations, 341 on virtual experience, 485-487 Research access, in consumer-to-consumer communications, 103t, 104-105 Research studies advertising insertions, 156-163 attitude toward site and ad, 249-252 customized products, 210-221 direct, indirect, and virtual experience, 470-474 direct and indirect effects of banner ads, 130-132, 130-138 effect of culture on Web sites, 253-256 evaluation of product extensions, 385-396 factors influencing product customization, 212-217 gender differences in Web site preferences, 312-320 low vs moderate visual immersive conditions, 479-480 MS/HIV, 444-445, 446-448, 461-469 SUBJECT INDEX objectively and subjectively priced products, 425 online/offline brand alliances and consumer reactions, 411-416 online word of mouth and consumer motives, 41-43 pass-along emails, 66-67 product attitudes, 296-298 product selection protocols, 235-243 shopping vs specialty products, 423-424 virtual experience, 461-469 visual sensory immersion impact on presence, 476-480 Web-based choice, 332-341 Web page repetition effects, 295-296 word of mouth (WOM), 425-526 Reviewers consensus, as cue for validity, 49 Revised Hierarchical Model (RHM), 247 Revisit intent, 258t, 259, 260f RHM (Revised Hierarchical Model), 247 Ritual activities artifacts and, 13, 17t characteristics of, 13, 17t in construction state, 25 in disconnection state, 27 group, 21 in Integrative Model, 231 in intimacy state, 25-26 in routine state, 26-27 Ritual behavior, 13 typology of, 18-22, 19f Ritual function, 19f, 23t Ritual messages, 16, 20, 25 Ritual orientation, 23t Ritual-oriented analysis, 12-13 Ritual(s) as adaptive phenomena, 13-15, 14t as defined by Rooks, classification within consumer behavior, 14t consumer behavior and, 252 in an online setting, 16-18, 17t in online communities, 12-13 roles of, 17 scripts, 13, 21 as stable phenomenon, 14t themes, 23t types of, 23t RMR See Root mean square residual (RMR) Robots, search, 370, 372, 375 SUBJECT INDEX Rohypnol, 440 Role, in online bulletin board, 11lt, 115 Roll calls, as ritual activity, 23t, 24 Rolling Stone (magazine), 246 Root mean square residual (RMR), 393-395, 394f Rotation, in 3-D product simulation, 460t Routine, in online community, 23t, 26-27 Rules of etiquette, for sending pass-along emails, 83-85 S Salience, 20 "Satisficing", in decision-making, 363-365 Scale, in consumer-to-consumer communications, 103t, 104 SCIENCENET, 495 Scientific American (journal), 375 Script performance roles, 17t Search engines, 369-370 Searching, Internet behavior and intention and, 439 knowledge and, 441-442, 444-445 knowledge and confidence in, 437-439, 443t, 445, 450 Search robots, 370, 372, 375 Search sites, 56 Second language sites bilingual consumers and, 246 in high consistency condition, 250 persuasion effects of, 251 processing of, 248, 249 vs first language sites, 252-253 Secrets, as ritual activity, 23t, 26 Seiko Scoreboard in Gran Turismo2, 171t "Selective processors," males as, 304 Selectivity Model, 304 Self-categorization theory, 18-21 Self-centered instrumentation, 19f Self-centered intimacy, 19f, 25 Self-connection, in relationship quality measures of focal site brand, 388, 389t Self-definition, 20 Self-partner relationship, 384 Self-regulation (SR) model, 434-435 Self-reported measures, in Web-based choice study, 336, 338 Semantic-text analysis, 110 Senders, of pass-along emails, 69-70 547 Senses, ad messages and, 176 Sensory input, wireless networking and, 200 Service organization, customization and, 210 SES See Socioeconomic status (SES) Setting rules, as ritual activity, 23t 7-Up mascot, 169 "Shared social schemas," 21 Shirtcreations.com, 207 Shopping experience, customization and, 211-212 Shopping vs specialty goods, 423-424 SIDE (Social Identity model of Deindividuation Effects), 20 Sims game, 179, 181 Sims Online, 181 Simulation games, 178 in 3-D product simulation, 460t virtual product simulation, 481 Single-product branding, 299 Site identity See Web site identity Size of assortment and product selection, 225 of banners, 152, 158, 158f brand attitudes(Ab) and, 152 Size effect, advertising effectiveness and, 152, 157t, 158, 158f Skittles Green Apple Madness Flavor Shoot Game, 171t Skittles Web site, 182 Smartfurniture.com, 207 Smell, sensory realism and, 176 Snickers Cyber Crunch Game, 171t Social Identity model of Deindividuation Effects (SIDE), 20 Social identity salient, 19f, 20, 21, 23t Social identity theory, 18-21 Social influence, theory of, 177 Social interactions, community and, 12 Social psychology, 28 Social simulation, in 3-D product simulation, 460t Society, customizable products and, 220- 221 Socioeconomic status (SES), 113 Socioemotional net ritual activities, 22 Sodip, 176 Software, computer consumers' purchase behavior for, 408 in online vs offline shopping, 405, 406t Sony, 287, 288f, 289-290, 408 SUBJECT INDEX 548 Sony's EverQuest (online game), 172 Sorting tool, 501 Sound, visual images and, 176 Southwest Airlines, 130, 137, 138 Spacewar, 168 "Spam" in pass-along emails, 69 Spatial navigation, in 3-D product simulation, 460t Specifications, product consumers and, 233 product selection protocols and, 234-235 Speed (club drug), 440 Spending, on Internet advertisements, 143 Spielberg, Steven, 172 Sporting goods consumers' purchase behavior for, 408 in online vs offline shopping, 406t Sports, ratings of, 413t SPSS, 505 SR model See Self-regulation (SR) model Standard Economic Model, 266-267 StarTopia, 181 Static Web reports, 503-504 Stereopsis, in 3-D product simulation, 460t Sticky sites, 300 Stimulus, exposure to, 236-237 Strategis Group, 310, 318 Strong brands, extensions and, 382 Structure, in online bulletin board of communities, 11lt, 112 of messages, 11lt, 115 Structuring, as ritual theme, 23t Students, graduate, customized products and, 215, 219 "Style Chat," 35 Subjectively priced products, 425 Support and community motives, Internet word of mouth and, 45-46, 54-55, 54f Symbolic/expressive/socioemotional communicative act, 19f, 21 Symbolism, 17t Symbols, consumer behavior and, 252 System and service reliability, United Kingdom and, 197 T Taco Bell, 174 Tactile affordances, 481, 483-485, 483t, 484t Tactile simulation, in 3-D product simulation, 460t Target brands, 131-132, 134-136 Targeting effect, advertising effectiveness and, 154, 159, 160 "Task" effects, decision-making and, 363 Taxonomy advergaming, 171t, 172-174 "Teasing" technique, 155 Technology games and, 168, 169, 188 interactive, 357 Internet, future directions for, 374-375 marketers and, 265 processing limitations and environmental conflicts, 355-356, 355f Telephone, in consumer-to-consumer communications, 103, 103t, 104 Telepresence, 183-184, 187f, 475-476 Terminology, pass-along emails and, 69 Testing, delayed, product attitudes and, 296-298 Text analysis, 110 Text messaging, 197 Text, online bulleting boards as, 109-111 Thematic Apperception Test, 498 Thematic targeting, Internet and, 154 Thematic text analysis, 110 "Threads," 15 follow a thread, 115 3-D product visualization, 459, 470, 473-474 3-D test products, interactive, 461f 3-D visualization, advertising effectiveness for, 484t Tiger Woods in Cyber Tiger, 171t, 176 Time effects of, 300, 371 information selection and, 348-349, 350-352 of testing, product attitudes and, 296-298 Timeline, as attribute of health cognitions, 434 Time to respond, in online bulletin boards, 103-104 Tobacco industry, brands in games and, 188 TombRaider, 168, 176 Tone of message, in online bulletin board, 11lt, 115 TonyHawk's ProSkaterl, 180 TonyHawk's ProSkaterS, 172 Topic, as feature in Web site identity, 291t "Topics", 15 Total Research, Inc., 493 Touch and manipulation, in 3-D product simulation, 460t SUBJECT INDEX Traditional advertising, 125 Traditional word of mouth, 37 Transformational processes, proposed model for online community, 22-27 Transparency, Web site design and, 340, 341 "Trick banners," 153-154, 157t, 160, 163 Tricks and "Click Here" effect of, 160 Trust, in relationship quality measures of focal site brand, 388, 389t "Turn of talk" 107 TWA, 130-138, 133f, 134f, 135f, 136f 2-D graphics, advertising effectiveness for, 484t Two-way communication, 357 Typestyle, as feature in Web site identity, 291t Typologies, 501 U Umbrella branding, 299 United Kingdom system and service reliability in, 197 use of personal digital assistants in, 196 United States active digital media in, 35 advertising revenues in, 143 mobile-buying rate in, 198 news viewing in, 197 number of people online, 167 privacy concerns in, 197 promotional messages in, 198 revenues in the game sector, 168 use of personal digital assistants in, 196 "Unit of thought", defined, 462 USA Today (2000), 266 Usenet bulletin boards, 112, 115 Usenet discussion groups, 37 Usenet groups, 101, 112 "User friendly" Websites, 310, 319 Users of international Web sites, 246 of wireless networks, 196-198 Utility theory, 362 UW Madison, 183 V Validity, Internet word of mouth and, 49-50 Values, consumer behavior and, 252 549 Vanguard Airlines, 130-138, 133f, 134f, 135f, 136f VARIMAX rotation, 390 Verbal consumer-to-consumer communication See Word of mouth (WOM) Victoria's Secret, 408 Video/computer games, 168, 169, 186 Videogames, 168, 172-174 Viral consumers about, 63 opinion about e-mail, 68 perceptions of pass-along emails, 70-71 Viral marketing advertisers and, 95 research backdrop and, 64-66 "Viral Mavens", 66, 67 address book of, 68 dark side to pass-along emails and, 77-83 emotional reactions to receiving pass-along emails, 71-72, 72f motivation of senders, 69-70 pass-along consumer profiles and, 92-93 perceptions of pass-along emails, 70-71 quashing pass-along emails and, 86-87, 93 rules of, 83-87 sheer number of, 72-77 similarity with "Infrequent Senders," 90-91 Virtual affordances, 468, 482 Virtual communities See also community(ies); Electronic communities real communities vs., 10-11 Virtual experience advertisers and, 486-487 characteristics of, 469, 474-476 consumer learning and, 469-470 defined, 458-460 expectations of, 468 further research on, 485-487 marketers and, 485-486 product knowledge, brand attitude, purchase intention and, 472f, 473t study on, 461-469 3-D product Web site representing, 471f Virtual Pool3, 177 Virtual product affordances, 459 Virtual product enjoyment, 467 Virtual product simulation, 481 Virus alerts, in pass-along emails, 75, 76 Visa, 173 Visibility, Web site design and, 341 SUBJECT INDEX 550 Visitors/exposed rate, as a measure of Internet advertising effectiveness, 150 Visual affordances, 483, 483t Visual brand, 175 Visual consistency effect of repetition on product attitude, 298f effects on product attitude, 293-296 effects on Web site identity, 287-300 of product presentation, 289 Visual inspection, affordances and, 481 Visual sensory immersion advertising effectiveness across, 480t degree of presence across, 479t vs advertising effectiveness, 478t vs dimensions of presence, 478t Visual simulation, in 3-D product simulation, 460t Visual translation, in 3-D product simulation, 460t Vividness as characteristics of virtual experience, 475 defined, 183 Vodaphone, 196 W WADD See Weighted ADDitive rule (WADD) Wall Street City, 321 Wal-Mart, 408 Warnings, in pass-along emails, 77t Weak brands, extensions and, 382 Wearout effect, of ads, 294 Web-based choice study, 332-341 Web-based data analysis, 504-505 Web-based reports and analysis, 503-505 dynamic, 504 static, 503-504 Web Elite, Inc., 505 Web-mediated methods, 496 Web page repetition effects, 295 Web site design decision site, 326-329 factors of, 246 future research on, 320-321 graphical consistency and, 249-252 interattributable correlation and, 339, 341 presentation style of products and, 298-299 Web Site Engage, 146 Web site identity background, 290-293 confusion about, 299 effects of visual consistency on, 287-300 features of Web pages used for, 291t site transitions relation to experimental conditions, 292t Web sites See also Advertising; Advertising effectiveness; Content; E-commerce sites; Language; Second language sites; Web site design Asite and effectiveness of, 259-262 complexity in, 310, 311-312 culture and attitude toward, 249-255 of customized products, 210, 213-214 "Decision-facilitating," 325 information processing and environment of, 307-310 legibility in, 309-310, 311, 315, 317f model of flow for, 256, 257t, 258t, 259-262, 260f as ritual activity, 23t sex differences in preference of, 310-312 successful, secret to, 3-D product, representing virtual experience stimulus, 471f "user friendly", 310, 319 valid or accurate information and, 47, 49-50 word of mouth, building better, 55-57 Web-surfing consumer, motives of, 178 Weighted ADDitive rule (WADD), 363-368, 365t, 367f, 371-374, 373f Wharton Virtual Test Market, 493 Winnowing, 325-326 Wipeout (game), 186 Wireless networks See also Mobile networks barriers to, 197 call off the dogs method in, 202 I-mode phenomenon, 196-197 Internet access and, 195 location information and, 198-199 marketers and, 199-200 marketing and, 195-203 promotional messages and, 198 users of, 196-198 WOL See Word on line (WOL) Women as "comprehensive processors", 304 information processing and, 304-305, 307 as Internet users, 320 legibility of Web sites and, 311 551 SUBJECT INDEX marketers and tailoring message strains to, 95 pass-along emails and, 76 preferences for Web site design, 311 values toward debate, 113 Word associations, 247 Wording, as cue for validity, 50 Word of mouth Web sites, building better, 55-57 Word of mouth (WOM) See also Internet word of mouth; Online word of mouth; Published word of mouth communication on Internet, 36–39 consumer behavior and, 35-39 consumer decision-making and, 57-58, 57f, 425-426 online, importance of, 35 provider, 17 seeker, 17 traditional vs online, 37-38 Word on line (WOL), 102 Word Wide Web (WWW), 110 X Xbox, 172 Y Yahoo!, 48, 125, 173, 198, 380, 401 You Just Don't Understand: Women and Men in Conversation (Tannen), 303 Z Zaltman Metaphor Elicitation Technique (ZMET), 498-499 .. .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. .. www.erlbaum.com Library of Congress Cataloging -in- Publication Data Online consumer psychology : understanding and influencing consumer behavior in the virtual world / Editors Curtis P Haugtvedt, Karen... Hyan-Jung Lee, and Hyung-Il Lee 379 Finding the Best Ways to Combine Online and Offline Shopping Features Awn M Levin, Irwin P Levin, and C Edward Heath 401 20 Consumer Behavior in Online Auctions: