Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online.
The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments.
Broken into six sections, this book:
- focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum;
- examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks;
- provides readers with reasons why consumers customize products and the benefits of customization;
- discusses the psychological effects of site design;
- asks the question of whether the Internet empowers consumers to make better decisions; and
- discusses research tools that can be used online.
Table of Contents
Contents: C.P. Haugtvedt, K.A. Machleit, R.F. Yalch, Introduction. Part I: Community. A. Toder-Alon, F.F. Brunel, W.L.S. Siegal, Ritual Behavior and Community Change: Exploring the Social-Psychological Roles of Net Rituals in the Developmental Processes of Online Consumption Communities. R.M. Schindler, B. Bickart, Published Word of Mouth: Referable, Consumer-Generated Information on the Internet. R. Lewis, L. Mobilio, J.E. Phelps, N. Raman, Understanding Pass-Along Emails: Motivations and Behaviors of Viral Consumers. D.M. Boush, L. Kahle, What, and How, We Can Learn From Online Consumer Discussion Groups. Part II: Advertising. A. Mitchell, A. Valenzuela, How Banner Ads Affect Brand Choice Without Click-Through. J-L. Chandon, M.S. Chtourou, Factors Affecting Click-Through Rate. M.R. Nelson, Exploring Consumer Response to "Advergaming." R.J. Kent, P.D. Lynch, S.S. Srinivasan, Going Mobile: Marketing and Advertising on Wireless Networks Around the World. Part III: Customization. J.J. Crow, J. Shanteau, Online Product Customization: Factors Investigating the Product and Process. J. Godek, J.F. Yates, Marketing to Individual Consumers Online: The Influence of Perceived Control. D. Luna, L.A. Perrachio, M.D. de Juan Vigaray, Smoother Surfing Across Cultures: Bilinguals on the Web. K.B. Murray, G. Häubl, Processes of Preference Construction in Agent-Assisted Online Shopping. Part IV: Site Design. R.C. Omanson, J.A. Cline, C.L. Nordhielm, Effects of Visual Consistency on the Site Identity and Product Attitude. E. Purinton, D.E. Rosen, Gendered Information Processing: Implication for Web Site Design. B. Fasolo, G.H. McClelland, K.A. Lange, The Effect of Site Design and Interattribute Correlations on Interactive Web-Based Decisions. Part V: Decision Making. P. Henry, Is the Internet Empowering Consumers to Make Better Decisions, or Strengthening Marketers' Potential to Persuade? S. Mishra, R.W. Olshavsky, Rationality Unbounded: The Internet and Its Effect on Consumer Decision Making. J.W. Park, H-J. Lee, H-I. Lee, Consumer Relationships With an e-Brand: Implications for e-Brand Extensions. A.M. Levin, I.P. Levin, C.E. Heath, Finding the Best Ways to Combine Online and Offline Shopping Features. E. Sivadas, B. Stern, R. Mehta, M. Jones, Consumer Behavior in Online Auctions: An Exploratory Study. N.T. Brewer, The Impact of Internet Use on Health Cognitions and Health Behavior. Part VI: Research Tools and Approaches. T. Daugherty, H. Li, F. Biocca, Experiential Ecommerce: A Summary of Research Investigating the Impact of Virtual Experience on Consumer Learning. B.G. Englis, M.R. Solomon, P. Danskin, Web-Based Consumer Research.
"The volume serves to better acquaint advertisers with the medium and its potential, and challenges researchers to think about the advantages and disadvantages of the Web as an advertising medium."