Steven M. Edwards

Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads

Abstract This paper explores forced viewing of “pop-up ads” on the Internet to understand better how viewers come to define ads as irritating and decide to avoid them. Perceived intrusiveness was suggested as the underlying mechanism by which the process occurs. Antecedents of intrusiveness were identified that affect perceptions of ads as interruptions, including congruence of the advertisement content with the current task and intensity of cognition at the moment the ad pops up. The consequences of intrusiveness were shown to be caused by feelings of irritation and ad avoidance. The results provide an understanding of how consumers experience forced exposure situations in interactive environments and highlight implications for advertisers seeking to increase the effectiveness of on-line advertising.

Internet Diffusion in Japan: Cultural Considerations

ABSTRACT The adoption of the Internet in Japan and the United States was examined in order to understand potential underlying factors influencing the diffusion process and to provide insight into the growth of the medium internationally. The United States and Japan are individualized and economically stable countries that are both leading the world with the greatest number of Internet users. Therefore, it would seem somewhat logical to assume that the diffusion of the Internet might be similar between the two countries. However, data on the penetration rates of the Internet in these two countries reveal a different story. Cultural variables are used to explore the differences found, and it is suggested that these factors may affect the degree to which the Internet is adopted across a variety of countries. Implications for advertisers include: (1) gaining insight into the internet adoption behaviour of other countries worldwide, (2) understanding how similar future innovations may be adopted across countries, and (3) making marketing-mix strategies more effective by accommodating for cultural influences during the adoption process.

The Technology Paradox: Efficiency Versus Creativity

This article highlights the impact of technology on the ability of individuals to be creative within society. The role of computers in the creative act is explored from a broad perspective to allow for the discovery of general principles of creativity. Insight into the barriers that individuals must overcome to function creatively in the information age are then presented. To this end, the process by which creativity occurs is reviewed, and the consequences of the development of technology and the impact of computers on creativity are discussed. Examples of computers used to facilitate creativity are then illustrated. Finally, the necessary conditions for creativity to exist in society are highlighted, and suggestions are offered for the coexistence of creativity and technology in the future.

Culture, Attitudes, and Media Patterns in China, Taiwan, and the U.S.: Balancing Standardization and Localization Decisions

ABSTRACT A study was undertaken to examine cultural orientations, attitudes toward advertising, and media use patterns across China, Taiwan, and the United States. China and Taiwan share similar cultural backgrounds, yet their economies and advertising industries have evolved quite differently due to different social and political settings. The United States was included to provide a point of comparison. Understanding media patterns, cultural orientations, and attitudes can help better ascertain the potential for using standardized strategies by international advertisers across different markets. Industry and consumer trends in evolving markets can also be monitored. Consumers in China and Taiwan were found to be more similar than different. For example, consumers in both markets were less individualistic and more collectivistic than their counterparts in the U.S. They also exhibited more favorable attitudes toward advertising than American consumers. Furthermore, Chinese and Taiwanese respondents spent significantly more time with print media than American respondents. Implications of the findings for balancing standardization and localization decisions are discussed.

Does Gender Impact the Perception of Negative Information Related to Celebrity Endorsers

The study examines the effectiveness of celebrity endorsements by examining how a respondents gender impacts identification with a celebrity spokesperson and the processing of negative information about that celebritys behavior. The authors found that negative information is harmful to both celebrities’ reputations and sponsors’ brands across a variety of effectiveness measures. Gender congruency between consumers and celebrities did impact attitudes, but was not found to interact with the processing of negative information. Implications for advertisers are addressed.

Does Place Matter When Shopping Online? Perceptions of Similarity and Familiarity as Indicators of Psychological Distance

ABSTRACT This research investigates the role of physical location in online consumer purchases, as demonstrated through the concept of distance. Distance conveys a sense of not only space between objects in the physical world but also psychological distance between people and others. This study tests various combinations of both physical and psychological distance between subjects and companies, brands, and cities in which the companies are located. The findings affirm the power of relationships to reduce feelings of mistrust and suggests a new avenue for research into the role of similarity and familiarity as important variables in purchase decisions online.

The Novelty of 3D Product Presentations Online

Abstract The current research sought to understand the contribution of novelty to the positive outcomes that have been reported in the research on 3D interactions online and in e-commerce. The novelty of 3D product presentations was manipulated and examined along with the presentation of additional forms of information to determine if novelty is related to positive feelings associated with 3D products. Additional information was most compelling in product attitude formation, whereas novelty played a key role in shaping purchase intention. Novelty and information both impacted attitudes toward Web sites using 3D products. Directions for future research are suggested.

A Social Media Mindset

Social media has been and continues to be a game-changer for communications. Anyone reading this editorial knows the degree to which social media continue to impact human communication either posit...

The effect of 3-D product visualisation on the strength of brand attitude

This study investigates the effect of 3-D product visualisation on attitude accessibility and attitude confidence, two non-evaluative dimensions of attitudes that have not been studied in previous research. The experiment analysed two versions of a website (3-D vs 2-D), in which the capacity to interact with the product has been manipulated. The results show that consumers’ brand attitudes formed via an interactive 3-D product are more accessible and held with greater confidence, in comparison with those formed via the product presented in a static 2-D mode. The study also reveals the mechanism underlying such influences – that is, the enhanced perceived diagnosticity and mental imagery, as well as their interaction, account for the effect of 3-D product visualisation on the strength of brand attitude.

Cross Media Promotion of the Internet in Television Commercials

Abstract Increasing presence of internet addresses across traditional media spurred the current study. Specifically, the study examined the cross media promotion of web site addresses in television commercials to determine if and when they were being used, and by whom? For comparison purposes, other forms of direct response channels were also measured. A clearer understanding of the practice of promoting web sites in television commercials was garnered by examining web site addresses for their size, length, positioning, frequency, product category representation, and other important attributes. The findings provide an initial base from which future growth and style of web site advertising in traditional media can be measured. Results indicate that advertisers may be returning to a bullet theory mentality, believing that if consumers are hit with a web address, they will visit the site. In this study, internet addresses analyzed were usually quite small, flashed quickly, and lacked any kind of support as to why consumers should want to visit a companys internet site. Implications for advertisers and suggestions for future cross media promotion of internet sites are provided.