CONTENT CLASS EFFECTS ON CONSUMER ONLINE INFORMATION PROCESSING

Consumers now are connected electronically with
millions of people and companies around the globe.
One important market trend of E-commerce is driving
advertisers to use their marketing communication
activities wisely. Do consumers process information
differently when the information is presented in the
content class of a third-party endorsement versus
advertising? Is it a desirable strategy to have all
content classes ''speak with one voice?'' How do
factors such as product involvement, subjective
knowledge and objective knowledge interact with the
message consistency and inconsistency conditions to
influence how consumers process product information
and make purchase decisions? Based on these
questions, this book examines how consumers process
product information by integrating and examining
consistent and inconsistent product messages between
an advertisement and a third-party endorsed article
online under the influences of their levels of
product involvement, subjective knowledge and
objective knowledge. This book will answer the
questions asked and provide practical implications
for advertisers and directions of future research
for academic researchers.

Autorentext

Dr. Wang's (Ph.D. in Advertising, University of Texas at Austin) research focuses on integrated marketing communication, information processing psychology, financial communication, behavioral finance and Corporate Social Responsibility. He has published in top-tier journals and won grants and top research paper awards.

Klappentext

Consumers now are connected electronically with millions of people and companies around the globe. One important market trend of E-commerce is driving advertisers to use their marketing communication activities wisely. Do consumers process information differently when the information is presented in the content class of a third-party endorsement versus advertising? Is it a desirable strategy to have all content classes 'speak with one voice?' How do factors such as product involvement, subjective knowledge and objective knowledge interact with the message consistency and inconsistency conditions to influence how consumers process product information and make purchase decisions? Based on these questions, this book examines how consumers process product information by integrating and examining consistent and inconsistent product messages between an advertisement and a third-party endorsed article online under the influences of their levels of product involvement, subjective knowledge and objective knowledge. This book will answer the questions asked and provide practical implications for advertisers and directions of future research for academic researchers.