Kendall Goodrich

How ‘social’ are social media? A cross-cultural comparison of online and offline purchase decision influences

Traditional word of mouth (WOM) involves personal communications among family, friends, and others. Today, social media sites like Facebook offer the possibility of electronic word of mouth (eWOM), a mediated form of WOM. Little is known about the best way for marketers to use social media. Even less is known about international differences in consumer usage of social media and how eWOM influences consumer decision-making. This study helps address that research gap and uses cultural dimensions to compare the use of social media and other information sources for consumer decision-making across 50 countries. The results indicate that the use of information sources that influence online purchase decisions strongly varies by culture. For example, relationship-oriented collectivists rely to a greater extent than individualists on social media, which are an alternative for interpersonal WOM communication. Interestingly culture affects the influence of social media on purchases differently than the influence of traditional WOM through family or friends. Furthermore, there are major differences in online complaint behavior by country, due to cultural variations.

Consumer Reactions to Intrusiveness of Online-Video Advertisements

ABSTRACT Online-video advertising is growing rapidly, yet advertisers and Web site owners might not be accounting for the potentially negative impact of these advertisements. The current study examined the effects of advertisement characteristics—such as length, humor, and informativeness—on perceived ad intrusiveness and, subsequently, on marketing outcomes for both online advertisers and Web site owners. Results showed that intrusive advertisements negatively affected attitudes and intentions toward both the advertised brand and the host Web site. Informative and humorous video advertisements and longer advertisements, however, were perceived as less intrusive. The results implied that advertisers need to pretest video advertisements rigorously to achieve optimal marketing outcomes.

What's Up?: Exploring Upper and Lower Visual Field Advertising Effects

ABSTRACT This research examines the effect of the vertical positioning and format of online advertising on attention, aided recall, and brand attitude. Prior research (Previc, 1990) suggests greater attention for stimuli in the lower visual field (LVF) than in the upper visual field (UVF). The results of this online study indicate that (1) lower page placement significantly increases ad attention, supporting prior LVF/UVF research; (2) there is an inverse relationship between ad attention and brand attitude (in this studys online environment), supporting mere exposure theory; and (3) online ad format (rectangle ad or leaderboard) has a significant direct effect on attention, aided recall, and brand attitude, attributed to object salience/familiarity. Management implications are discussed.

The Gender Gap: Brain-Processing Differences Between the Sexes Shape Attitudes About Online Advertising

ABSTRACT Prior research suggested that males are more selective information processors and females are more detailed processors, but effects on advertising attention and attitudes have been largely unstudied. In particular, mere-exposure effects (more favorable attitudes with little or no advertising attention) are expected to be more pronounced for males than for females, due to less comprehensive heuristic processing by males. Furthermore, gender differences in hemispheric (brain) processing are predicted, with males expected to have more favorable attitudes from advertisements on the left of the page and females expected to have more favorable attitudes from advertisements on the right of the page. Hypothesized marketing outcomes are generally supported. Management implications are discussed.Prior research suggested that males are more selective information processors and females are more detailed processors, but effects on advertising attention and attitudes have been largely unstudied. In particular, mere-exposure effects (more favorable attitudes with little or no advertising attention) are expected to be more pronounced for males than for females, due to less comprehensive heuristic processing by males. Furthermore, gender differences in hemispheric (brain) processing are predicted, with males expected to have more favorable attitudes from advertisements on the left of the page and females expected to have more favorable attitudes from advertisements on the right of the page. Hypothesized marketing outcomes are generally supported. Management implications are discussed.

Effects of age and time of day on Internet advertising outcomes

Prior research indicates that age is associated with increased use of schemas/heuristics, especially later in the day. In this study, processing differences by age and time of day are expected to impact attention to online advertising, brand attitude and purchase intention. Results indicate that older adults pay greater attention than younger adults to online banner ads (a type of heuristic), regardless of time of day. A mere exposure effect, with lower attention associated with more favorable brand attitudes, is found for the entire sample, but is not especially pronounced for older adults. Purchase intention is highest for older adults, especially later in the day when processing resources are lowest, raising potential societal and ethical issues. Managerial implications are discussed.

Let Them Play! Active Learning in a Virtual World

In this research, the authors introduce Second Life in undergraduate marketing courses to evaluate its impact on learning. Following the principles of active learning, they conducted two studies (“observing-reflection” and “observing-doing-reflection”) in which a total of 201 marketing students participated. Findings show that students who feel Second Life is more game-like and easy to use report greater effectiveness of learning. When “doing” is incorporated in learning activity, enjoyment and learning outcomes improve significantly.

How to connect with your best student prospects: Saying the right things, to the right students, in the right media

ABSTRACT Most market segmentation in prior academic research on higher education has been largely based on demographic variables, providing a limited view of potential targeting opportunities. This research employs psychographic measures to differentiate segments based on intangible characteristics such as attitudes, interests, lifestyles, and values, delivering richer insights into student motivations. Results from a survey of over 1,000 students revealed six distinct student segments, each with identifiable differentiating characteristics. The media and information preferences of each student segment are also evaluated, providing guidance for higher education media planning. Psychographic segmentation enables greater understanding of students, more precisely tailored media mixes, and more effective marketing communications efforts.