Doo-Hee Lee

The Influence of Consumer Self-Disclosure on Web Sites on Advertising Response

ABSTRACT This article assesses the consequences of consumer self-disclosure by examining the disclosure-liking effect in the context of advertising. Of particular interest is whether self-disclosure by visitors to a Web site leads to more positive reactions to subsequent advertising for the products/services offered on that site. Brand relationship theory and social response theory provide the theoretical basis for predictions about the potential influence of the disclosure-liking effect in the non-interpersonal context of the World Wide Web. Specifically, this research posits a transference effect of self-disclosure in three hypotheses, tested with two experiments that identify some moderating and mediating variables. The results demonstrate that the positive attitude that self-disclosure can elicit favorably influences subsequent attitudes toward ads and behavior toward the target of the disclosure.

The Exposure Effect of Unclicked Banner Advertisements

Very low click-through rates (CTR) raise serious questions about the effectiveness of banner advertisements. However, we believe that the effect of a banner ad is not limited by clicks. Banner ad information itself can be processed by the audience. We propose that the exposure effect of a banner ad exists even when the banner is not clicked. The results of our experiments strongly support this effect. Analyses also revealed that a non-clicked banner ad can create as strong of an exposure effect as clicked banner ads. Also, audiences that are able to recall the existence of the banner ad on a web page develop stronger implicit memory than those who cannot. Researchers are invited to re-test these interesting findings in various cultures with differing levels of Internet penetration and experience.

The effect of non-stereotypical gender role advertising on consumer evaluation

Non-stereotypical gender role (NSGR) representations have been increasing gradually over time in advertising, where male celebrities endorse traditionally or stereotypically female-oriented products and vice versa. This research proposes that the overall effect of NSGR advertising on consumer evaluation is composed of two opposing effects. This study investigates the conditions in which either the positive or the negative effects are likely to prevail. Specifically, this study identifies dual mediation, a positive effect via novelty perception and a negative effect via cognitive resistance. We conduct five experiments that indicate that the sign of the overall effect of NSGR advertising depends on the self-construal and the need-for-uniqueness. The positive effect via novelty perception exists only for consumers with independent self-construal and a high need-for-uniqueness. The negative effect via cognitive resistance only appears when consumers have interdependent self-construal and a low need-for-uniqueness. This research establishes an important link between gender-incongruity and personal traits, subsequently demonstrating when marketers should use the NSGR advertising.

Empirical Classification of Web Site Structure: A Cross-National Comparison

This study develops a typology of web site structure and then makes a cross-national comparison between Korea and Australia. Using a content analysis method, the study classifies 383 corporate web sites based on the typology. The study identifies two general types of web site structure: the hypermedia type and static image type and uses cluster analysis and discriminant analysis to verify the results. The study then tests predictions as to which type of web site will be more prominent in Australia versus Korea based on cultural factors. Results show that Korean firms employ the hypermedia type more frequently, whereas Australian companies are more prone to use the static image type. Cultural factors and industry-based factors are used to explain the results.

The Influence of Purchasing Context and Reversibility of Choice on Consumer Responses Toward Personalized Products and Standardized Products

Existing research on personalization has found that consumers generally prefer personalized products over standardized ones. This study argued that consumer preference for personalized products is dependent on purchasing context and reversibility of choice. Results of an experiment conducted in this study found that consumers preferred personalized products when purchasing an item for personal use but preferred standardized products when purchasing an item as a gift. However, the effects of purchasing context were negated when consumers were given the assurance that personalized products could be returned (reversibility of choice); when presented with reversibility of choice, consumers preferred personalized products over standardized products regardless of purchasing context. Theoretical and managerial implications of these results were discussed.

Do Resonant Advertisements Resonate with Consumers?: The Interaction of Wordplay, Regulatory Focus, and Need for Cognition and Its Impact on Persuasion

ABSTRACT Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners. Despite the prevalence of such advertisements, little academic research has investigated their ability to persuade consumers. The current study tested whether resonant advertisements are more persuasive than nonresonant advertisements. It also focused on two key individual characteristics—regulatory focus and need for cognition—that may influence the effectiveness of resonant advertising. Results suggest that resonant advertisements may be effective for cutting through clutter and persuading consumers, although such positive effects on attitudes toward the brand and purchase intention may be realized only when consumers exhibit certain individual characteristics.

Introduction: Cross-cultural Issues in Buyer Behavior

The theme of this issue of Advances in International Marketing is cross-cultural buyer behavior. In developing the call for papers for this issue, we intentionally defined buyer behavior in a broad sense in order to allow for papers on innovative and cutting edge issues in buyer behavior to be included. Additionally, we made a special point of publicizing the call in various parts of the world in order to ensure multiple perspectives.