Edited by
Curtis P. Haugtvedt
Ohio State University
Karen A. Machleit
University of Cincinnati
Richard F. Yalch
University of Washington
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
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
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
Curtis P. Haugtvedt
Ohio State University
Karen A. Machleit
University of Cincinnati
Richard F. Yalch
University of Washington
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
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
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