Online Consumer
Psychology: Understanding and
Influencing Consumer Behavior in the Virtual World
The 20th Annual
Advertising and Consumer Psychology Conference
WestCoast Grand Hotel,
Seattle, Washington
May 17-19, 2001
Sponsored by the Society for
Consumer Psychology and
Accenture Institute for
Strategic Change
Co Chairs:
Curtis P. Haugtvedt, Ohio
State University
Karen Machleit, University
of Cincinnati
Richard Yalch, University of
Washington
|
7:00
pm |
RECEPTION,
Terrace Garden |
|
|
All Friday and Saturday sessions are in Emerald II |
Friday - May
18th
|
7:00 am |
BREAKFAST,
Foyer/Emerald II |
|
8:00
Buying Behavior
(Online versus Offline) |
Buying Clothes from Online and Physical Store for Different Reasons? An Integrative Perspective
Consistent with previous findings that the web was neither mature nor effective as a shopping channel for complex products demanding for high touch and feel, the results showed that buying clothes from online store was perceived to be inferior to buying clothes from physical store in all aspects examined—channel attribute, expected gratification, perceived risk and trust, affective reaction toward the purchase. Consumers were more driven by their dispositional and socioeconomic characteristics when making the purchase from traditional shopping channel, while they were more concerned with the perceived vendor characteristics (e.g., expected gratification, perceived risk, perceived efficiency of the purchase from the vendor) when making decisions to purchase from online store. Understanding the E-Consumer - A Behavioral Approach to
E-Market Segmentation William Eccleshare, McKinsey & Company, Inc. - London John Forsyth, McKinsey & Company, Inc. - Stamford Jens Gollmer, McKinsey & Company, Inc. - Munich Sudeep Haldar, McKinsey & Company, Inc. - Chicago Svetlana Kirillova Mianne Ortega, McKinsey & Company, Inc. - London
The Global Internet Shopper: Effects of Trust, Affect,
and Site Quality in Shopping Tasks for Low and High-Touch Products in Twelve
Countries Patrick Lynch, Accenture Institute for Strategic Change Globally, the characteristics of a web site that increase the likelihood that customers will buy and return for future purchases are largely unknown. Some have suggested an emerging global Internet consumer would allow internationalizing organizations to standardize their Internet strategy. Online shopping tasks from respondents in twelve countries indicate that trust, affect, and perceptions of site quality are critical in explaining both purchase intentions and loyalty to the site. The impact of these factors varies across world regions and low and high touch product categories. These results highlight the need for vendors to tailor web sites according to each world region and particular product type offered for sale. Characteristics of Virtual Experience in
E-commerce: A Protocol Analysis Hairong Li, Michigan State University This study represents an exploratory attempt to understand the psychological processing of consumers when exposed to a virtual experience. As a result of interacting with four 3-D products, thirteen different psychological activities were observed and classified into five characteristics of a virtual experience: active process, presence, involvement, enjoyment, and affordances. |
|
10:00 |
BREAK |
|
10:30
Auctions &
Online Decision Making |
Rationality "Unbounded": The Internet and Its
Effects on Consumer Decision Making Saurabh Mishra, Indiana University In this paper the authors argue that with the increase in
the availability and accessibility of personal computers, the Internet and
cellular technology consumers will be able to make more rational decisions.
The authors point out how the assumptions on which theories of bounded
rationality rest are being challenged with the new technology and how this
will change the consumer decision making process.
Site Design
and Correlations Among Product Features Affect Online Choices Among Products Barbara Fasolo, University of Colorado On
the Web there is no systematic way of displaying product information for
choice: Some websites present information by product feature, some organize
information by product. But when is it good to give consumers information
with a product or a feature focus? This paper explores how consumers search
for information about a product when they need to buy it online, and
specifically what makes them search by features or products. A series of
studies will show that online information search, choice, and consumer
satisfaction depend on website design and correlations among product
features. These findings suggest that good decision websites should be able
to adapt to the structure of the choice problem and to individual differences
in information processing styles. An Exploratory Investigation of Consumer Behavior in Online Auctions
Economists have expended considerable effort to understand
bidder response to various auction mechanisms (cf. Milgrom 1989 for a
detailed review). However, our understanding
of consumer behavior in online auctions is limited for a number of reasons
including the fact that most research has focused on professional bidders and
not consumers (Wilcox 2000). This paper examines consumer responses to online
auctions based on product type, pricing mechanism, and word-of-mouth. eBay is
the source of observational data of 400 items in 4 product categories.
Going, Going, Gone - Determinations of Bidding Behavior and Selling Prices in Internet Auctions Gerald Haeubl, University of Alberta Peter Popkowski Leszcyc, University of Alberta Two controlled field experiments involving sets of
real-world ascending-bid Internet auctions were conducted to examine possible
determinants of bidding behavior and selling prices in such auctions. Experiment 1 was designed to examine the
effects of different levels of a fixed price component. As predicted, the total price paid by
buyers increased as the magnitude of the fixed price component
increased. Experiment 2 addressed the
impact of external reference prices on auction outcomes. As hypothesized, higher seller-specified
reserve prices led to fewer bidders per auction, but higher selling
prices. The results of the two
experiments suggest that individuals bidding in Internet auctions are subject
to seemingly irrational biases – they tend to discount some unambiguously
relevant pieces of information while unduly relying on certain types of
unimportant and possibly irrelevant information. |
|
Noon |
LUNCH,
Terrace Garden |
|
1:00
Community |
Ritual Behavior and Community Life Cycle: Exploring the Social Psychological Roles of New Rituals Anat Alon, Boston University Although the study of consumer rituals has received increased attention, the relationship between rituals and intragroup processes within consumers' communities has not been explored. The context of virtual communities provides an opportunity to unobtrusively observe the dynamics of community relationships. In Virtual Communities, members use Internet-based electronic communication to share concerns, opinions, or questions about their common interests. It is assumed that these discussions lead to a complex network of personal relationships and increase community cohesion. Following Social Identity Theory, the focus of this paper is both on the individual in the group and the group in the individual, hence concentrating on the social and the psychological bases of being a community member. In this paper the authors review a broad literature and develop an integrative model that connects net ritual expression with a community's developmental stages. It is proposed that net ritual activities transform over time as a reaction to shifts in identity orientation and in ritual's function. Consequently it is argued that it is through this dynamic nature of ritual activities that communities develop and transform. Published "Word of Mouth:" Referable, Consumer-Generated Information on the Internet Robert Schindler, Rutgers Univesity-Camden Consumer-to-consumer communication about products and services, often known as "word of mouth" (WOM), is an important source of marketplace information. The Internet is becoming an increasingly active medium for this type of communication. In this paper, we discuss findings from qualitative depth interviews conducted with users of Internet WOM. Based on these interviewers, we describe the ways in which word-of-mouth information is communicated on the Internet, motives for using this information, how this information is evaluated, and how it is used in consumer decision-making processes. We then discuss the managerial and theoretical implications of the study consumer-to-consumer communication on the Internet. Understanding the Viral Consumer: Their Motivations and Behaviors Lynne Mobilio, Lewis, Mobilio & Associates Although anecdotal evidence suggests a number of viral marketing success stories, little is known about the motivations, attitudes and behaviors of the people (those sending the email to others) that constitute the essential component of any such strategy. In this presentation the authors will share the results of three interrelated studies that explore the motivations and behaviors of those who pass-along email messages. |
|
2:30 |
BREAK |
|
3:00
Product/service
Customization |
Preference Construction and Persistence in Artificial
Marketplaces: The Role of Electronic
Recommendation Agents
This paper examines the role of electronic recommendation agents in connection with consumers’ construction of preference for multi-attribute products. A recommendation agent is conceptualized as a software tool that (1) calibrates a model of a consumer’s preference based on his/her input and (2) uses this model to make personalized product recommendations. We propose that such digital agents may have the potential to alter consumers’ preferences in a systematic fashion. Real-world recommendation agents are almost inevitably selective in the sense that they include only a subset of the pertinent product attributes. Our key hypothesis is that, everything else being equal, the mere inclusion of an attribute in a recommendation agent renders this attribute more prominent in consumers’ purchase decisions. The results of Experiment 1 provide support for the existence of this mere-inclusion effect in an agent-assisted shopping task. We suggest three possible explanations of this effect; it might be: (1) a direct consequence of the format of information presentation, (2) the result of feature-based priming, or (3) a reflection of decision makers’ inferences about relative attribute importance. These alternative explanations are investigated in Experiment 2. The results suggest that this type of preference construction is due primarily to consumers’ inferences about attribute importance. We also find that the mere-inclusion effect persists beyond the agent-assisted shopping experience and into subsequent preferential choice tasks in which no recommendation agent is available. Evaluation of Customized Products: The Effects of Assortment and Control John Godek, University of Michigan Our research examined the effects of customization on perceived assortment and perceived control, and their subsequent influence on consumers' evaluations of customized products. We hypothesized that while customization may increase consumers perceptions of control and thus positively effect evaluations of products, the efficiency of customization displays may actually decrease perceptions of assortment, thus offsetting some or all of the effects of
increased perceived control. Two studies testing these predictions were
conducted, with results indicating that indeed customization may lead to
lower product evaluations.
Online Product Customization: A Model and Empirical Analysis Janis Crow, Kansas State University The Internet and technological advances provide increasing
opportunities for more consumers to customize products. Factors
influencing how individuals customize products online were
investigated. A model is presented demonstrating that the number of
attributes and a default value influenced how people customize.
Individual difference variables of gender, level of education and type of experience
are discussed. Smoother Surfing across Cultures: The Impact of Web Site Congruity,
Attitudes and Flow on Bilingual Processing David Luna, University of Wisconsin, Whitewater This research examines the impact of language, graphics,
and culture on bilingual consumers' evaluations of web sites and the products
featured on those web sites. It applies and extends psycholinguistic
models of bilingual memory to online information processing and attitude
formation. The research findings indicate that both cultural and
graphics-text congruity impact bilinguals' ability to process online
information. |
|
5:00 Discussion
Session |
Immersive Virtual Shop: Does It Really Work? A Qualitative Exploration of
Flow During Internet Use E-learning Activities and
Flow Virtual versus Brick and
Mortar Shopping: Some Important
Determinants of Customer Choice for Future Research How Shoppers Search Online: A Preliminary Typology Of Surfing, Searching and Newshounds: A Typology of Internet Users' Online
Sessions
The Power of
"e": The Domain Name and
Its Effects on Consumer Attitudes toward the Company Cyber Promotion of
Pharmaceuticals: A Case for Style
over Substance? The Nature of Consumers'
Perceived Risk toward Internet: A
Factor Analysis and International Comparison A Typology for Researching
Online Communications Among Consumers |
|
7:00 Dinner
and Panel
Discussion Emerald
III |
Panelists: Kevin King,
Market Intelligence, Amazon.com |
Saturday, May
19th
|
7:30 |
BREAKFAST, Emerald III |
|
8:30
Motives &
Goals of Online Consumers |
Impact of Product Interactivity on Searchers' and
Browsers' Judgments: Implications for Commercial Web Site Effectiveness Ann Schlosser, University of Washington-Seattle On the Internet, consumers can learn about products by
experiencing them virtually (product interactivity) or by reading text and
viewing static image files (i.e., passive product content). We argue
that the impact of each type of format on consumers' judgments depends on the
consumer's goal for visiting the site and the type of judgment
measured. We compare those looking for specific information (searching)
with those wanting a hedonic experience (browsing). Because passive
product content is more instructional and time efficient than recreational,
it should have a more favorable impact upon searchers' than browsers'
attitudes. In contrast, product-interactive content is experiential and
recreational but relatively inefficient. Thus, it should have a more
favorable impact upon browsers' than searchers' attitudes. In terms of
attitude strength, if virtual product experiences facilitate the imagination
of a direct learning experience with the product, then buying intentions
should be more related to product attitudes than those derived from passive
product content. Results from two
experiments supported these hypotheses, especially for brand attitudes and
intentions. What Consumers Seek in an Internet Site Design: The Influence of Goals and Expertise Level
on Internet Browsing Mark Rosenbaum, Arizona State University According to Belk’s stimulus-organism-response paradigm, two stimuli, the situation and the object influence a consumer’s behavior. In this study, the situation is considered to be an Internet user’s intent to purchase merchandise or to socialize on the Internet. The objects are considered to be eleven different aspects of a website (i.e. navigation, speed, delivery, presentation, reputation). We report that based upon an Internet user’s situation and self-perceived expertise level, the environmental factors that they value to assess the quality of an Internet site vary. Branding on the Internet: A Virtual Competitor to
Conventional Media? Marilyn Jones, Bond University, Australia
The
role of emotion and its transferability in a virtual world provokes a variety
of viewpoints: some authors consider the Internet as an effective tool in
creating emotions whereas others support the call of leaving the emotional content
of branding to the offline media. This paper aims to explore the
circumstances under which the emotional component of branding can be
transferred via the Internet. |
|
10:00 |
BREAK |
|
10:30
Advertising &
Educational Effectiveness |
The Effects of Banner Advertisements on Judgment and
Choice Ana Valenzuela, University of California, Berkeley In this paper, we argue that banner ads on the Internet
can affect consumer behavior even without click-through. If a consumer is exposed to a banner ad
and a mental representation of the brand exists in that consumer’s long-term
memory, the banner ad will increase the accessibility of that brand in
memory. This increase in accessibility
can have both direct and indirect effects on consumer behavior. The direct effects will occur because the
increase in accessibility means that the brand is more likely to be retrieved
and chosen in memory based choice situations (e.g. Nedungadi, 1989). The indirect effects occur because the brand
is more likely to be retrieved and used in making judgments about or
evaluating a competing brand, which, in turn, will affect the perception and
evaluation of the competing brand (e.g. Schwartz and Bless, 1992). Factors Affecting Click Through Rate Jean-Louis Chandon, University of Aix Marseille, France Click-through rate is widely used to measure internet banners effectiveness. After studying its limits, a sample of 1258 placements was examined, using variance analysis, to study the effect of banners' form and exposition context variables on the click-through rate. We studied the effect of the size of the banners, images, animation, mentioning "Click here" or using tricky banners. We used two context variables, banner placement (thematic or keyword research results) and announcer's type (exclusively online or not). In addition to direct effects, we studied also interaction effects between form variables and banner placement. Consumers of Health Information on the Internet: Impact on Knowledge, Attitudes and Behavior Noel Brewer, Rutgers University Despite substantial public debate, no studies have
assessed empirically what effect purportedly inaccurate health information on
the Internet is having on consumers. We conducted two experiments and two
correlational studies that suggest that information found while searching is
processed shallowly, and leads to increased knowledge, altered attitudes, and
increased healthcare utilization. There was minimal support for
the hypothesis that searching increases inaccuracy. Internet searching
clearly has the ability to alter attitudes and intentions and may also lead
to substantial and enduring changes in health behaviors such as physician
utilization. |
|
Noon |
LUNCH, Emerald III |
|
1:00
Research Methods |
Evaluating Implications for New Media and Information
Technologies Paul Henry, Ogilvy & Mather The excitement of new media developments often clouds critical evaluation. This has been driven by mistaken beliefs that ‘the old rules’ no longer apply. The presentation examines principles of human nature that can be used to evaluate the worth of any new media proposition. These principles are drawn from two related areas: (a) our learnings regarding individual-level decision making -- how consumers select and use information to make decisions; (b) our understanding of human need for intimate social interaction, use of others as a reference point, and conformity tendencies. Human Factors and the Wireless Web Russell J. Branaghan, Fitch, Inc. Russ Branaghan will discuss frameworks derived from the experiences of thousands of consumer-product design projects over the past forty years at Fitch Inc., an international brand and design consulting organization. Many of the projects were very successful, some not so successful, but each provided valuable lessons in designing products that meet customer needs and achieve commercial success. Web-Based, Visually Oriented Consumer Research Tools Basil Englis, Berry College This paper describes a web-based data collection technique
called Life/Style OnLineÓ. Unlike
the majority of current online research techniques, respondents provide
rapid-response feedback to stimuli presented primarily on the visual rather
than the verbal channel. The
technology is suitable for a broad variety of consumer research ap-plications
ranging from concept testing to new product development. Following a brief review of current
web-based research methods, we provide some details regarding the Life/Style
OnLineÓ
methodology, describe some alternative applications of its core
functionalities, and explore the ramifications of this and similar web-based
technologies for consumer research and marketing practice. |
|
2:30 |
BREAK |
|
3:00 |
Effects of Visual Consistency on the Online Brand
Experience Richard Omanson, iXL When companies sell products on the Web, they are advised, often at considerable expense, to give their entire site a consistent look and feel. Despite the prevalence of this advice, little is known about the importance of a consistent look and feel on people’s interaction with a company and its products. We report two experiments. The first examines people’s reliance on visual consistency (especially when the company logo is present) to determine which site they are on. The second examines the effect of visual consistency on people’s affect toward, and willingness to buy, products presented on a Web site. Web Site Design:
Does Gender Matter? Elizabeth Purinton, Bryant College While market segmentation is a long-standing strategy in marketing, research studies to date have not examined segmentation as it relates to the Internet. Differences in information processing strategies of males and females suggest that gender would be a useful variable to consider in the design of Web pages. Using cognitive landscape theory, the authors explore and test potential gender differences in information preferences of Web users. Findings provide evidence that men and women have different information needs when it comes to Web sites. The results point to design considerations that may lead to more effective Web sites for all customers. Extending an e-Brand:
Importance of Consumer-Brand Relationship Quality Jong-Won Park, Korea University Measurement and the Role of Emotions While Browsing on
the Web Jorge Villegas, University of Texas-Austin This paper has two main goals.
First, we seek to remedy the dearth of attention to the role of emotion in
individuals' experience with the WWW. Second, we explore important
theoretical concerns surrounding the study of emotions elicited during an
online shopping experience by examining the issue of measurement of emotion
in response to Web-based stimuli. We find that dimensions of pleasure,
arousal and dominance (Mehrabian and Russell 1974) had a linear and positive
relationship with attitude toward the site. Individuals who showed low
levels of dominance were less likely to make a decision and recommend a
product. On the other hand, using Izard's (1977) DES scale, only
enjoyment was linked to attitudinal measures. These findings suggest
that future research on emotion on the Web may find that the PAD measure
better captures the nature of emotion elicited in a Web-based shopping
experience. |
|
4:30 End
of Conference |
Conference Participants
Anat Alon is a doctoral student in the Marketing Department at the Boston University School of Management. She is currently writing a dissertation on ritual functions and interpersonal influences in online consumption communities.
Mike Basil (Ph.D., Stanford) is an Associate Professor of Marketing at the University of Lethbridge in Canada. His research focuses on advertising, especially the areas of celebrity effects and tobacco advertising. He is on the editorial boards of Health Communication and the Journal of Communication.
John Bentley, R.Ph., Ph.D., is as an Assistant Professor of Pharmacy Administration at the University of Mississippi. His research interests include: (1) relationships between and among pharmacy (i.e., medications, the medication consumption experience, and pharmacy practice), outcomes (i.e., quality of life and patient satisfaction), and intermediate outcomes (i.e., compliance with medication therapy); (2) the use of quality of life measures as clinical tools; (3) biomedical/pharmacy ethics and ethical decision making; and (4) research methodology issues.
Barbara Bickart (Ph.D., University of Illinois at Urbana-Champaign) is interested in context effects on judgment and decision-making processes, how people retrieve and use information about others in answering survey questions, and developing methods for reducing measurement error in surveys via questionnaire design. She is a member of the editorial board for the Journal of Marketing Research and the Journal of Consumer Research.
Frank Biocca (Ph.D., University of Wisconsin-Madison) is an Ameritech Professor in the Department of Telecommunication and Director of the Mind Lab at Michigan State University. His research focuses on human computer interaction and the cognitive effects of immersive virtual reality.
David M. Boush (Ph.D., University of Minnesota) is Associate Professor of Marketing at the University of Oregon, USA. Topics of his research include brand equity, response to advertising, and consumer trust. His articles have appeared in such outlets as the Journal of Consumer Research and the Journal of Marketing Research. He is a member of the American Marketing Association, the Association for Consumer Research, the Academy of Marketing Science, and the Society for Consumer Psychology. He is also a former marketing research analyst for Hallmark Cards. His visiting appointments include a stint at ESSEC, and a series of e-commerce classes last summer for UC-Berkeley extension. He currently serves on the editorial board of the Journal of the Academy of Marketing Sciences and has served as Chair of the Department of Marketing at the University of Oregon.
Russell Branaghan, Ph.D. is a cognitive psychologist, and co-manager of
the research and strategy practice at Fitch. He has held senior positions as
human factors engineer at IBM, and Hewlett-Packard. Additionally, he has
contributed human factors design and testing services to companies such as
Agilent, Ameritech, Bell Northern Research, Gateway Computer, Guidant,
Hewlett-Packard, Honeywell, Hughes Training, Microsoft, NASA, and U.S. West.
Russ frequently publishes and presents articles on user-centered design and
human factors. He is managing editor of a new magazine called “User Experience”
which will debut in July 2001. He is also editor of the recently published book
entitled “Design by People for People: Essays in Usability.”
Noel T. Brewer (MS, Rutgers University) has two health-related programs of research, one dealing with decision making biases and the other with illness cognitions. The latter research focuses on the relation of
people's disease beliefs to their health behaviors such as medication compliance and physician utilization. The particular role of Internet use on health-related beliefs and actions is an ongoing research interest.
Frederic Brunel received his Ph.D. from the University of Washington, his MBA from Illinois State University, and his B.S. from Ecole Supérieure des Sciences Commerciales d'Angers (ESSCA) Angers, France. Prior to joining Boston University, he taught at the University of Washington. His primary research interests include consumer perceptions of product design and aesthetics, consumer attitude and affect, and gender and socio-cultural issues in consumption. He has presented his research at numerous national and international conferences. His research has been published in forums like: Journal of Consumer Research, Journal of Advertising, Advances in Consumer Research, Developments in Marketing Science, Cross-Cultural Consumer and Business Studies, and Gender, Marketing and Consumer Behavior.
Jean Louis Chandon hold a PhD from Northwestern University. He is professor of marketing at IAE of Aix en Provence and Academic director of the MBA E-Business. He worked as a media consultant for
Nielsen, Emap and Mediametrie. He has written several papers in the area of audience measurement, media planning and service marketing.
Mohamed Saber Chtourou is a doctoral student (IAE Aix en Provence, University of Aix Marseille III). His area of interest is internet advertising persuasion process, especially understanding what makes the internet a different media. In addition, he is interested in factors affecting ad effectiveness, potential complementarity between online and offline media, and issues related to internet media planning. This paper is a part of a larger project he's conducting at Wanadoo Regie, a leading French internet ad agency. Other papers have been presented to the French Marketing Association Congress, ESOMAR Conference, IREP Conference.
Janis J. Crow is a Ph.D. student in consumer psychology and a marketing instructor at Kansas State University. Her research focuses on how individuals make selections when customizing products or services. She is interested in consumer behavior in electronic commerce environments and conducting research using the Internet. Jan has worked as a purchasing agent for manufacturing firms and as a marketing director for a large non-profit organization and an engineering start-up.
Terry Daugherty is a doctoral candidate in the Department of Advertising at Michigan State University where his research interests are concentrated on the implications of consumer behavior in computer-mediated environments and strategic media management.
William Eccleshare is a Principal in McKinsey & Company's European marketing practice. His specific expertise is in branding and brand communications. Since joining the Firm in May 2000, he has been acting in a consulting role on a number of client studies in various industries. Prior to joining McKinsey, William spent more than twenty years in advertising agencies. His most recent role was as Chairman of Ammirati Puris Lintas (1996-2000). William graduated in 1978 from Trinity College Cambridge (MA History).
Basil G. Englis (Ph.D., Dartmouth College) is the Richard Edgerton Professor of Business Administration in the Campbell School of Business at Berry College. His current research interests include lifestyle and product symbolism, consumer socialization, and online research issues. His research has appeared in several journals and other publications, including the Journal of Advertising, Journal of Business Research, Journal of Personality and Social Psychology, and Journal of Experimental Social Psychology. Prof. Englis has consulted with numerous organizations including Vanity Fair Corporation, Levi-Strauss, Inc., the Stanford Research Institute and the Simmons Market Research Bureau.
John Forsyth is a partner in McKinsey & Company's Stamford Office and is the Director of the worldwide Marketing Science Center. John is also a leader of the Firm's North American marketing practice, particularly in the e-marketing and marketing effectiveness practices. He is co-author of a McKinsey Quarterly article entitled "A Segmentation You Can Act On." Prior to joining McKinsey 14 years ago, John worked at Carnation Company as Director of Consumer Research. John has an AB in mathematical economics from Brown University and an MS from the Sloan School of Management at M.I.T.
Barbara Fasolo (PhD
Candidate, University of Colorado at Boulder) studies everyday decisions made on
the Web, in order to help users make better choices online, and to further
understand decision processes in general. She is currently investigating the
effect of information organization and interattribute correlations on online
choices among different products. She
co-authored an Annual Review of
Psychology chapter reviewing consumer-aiding websites.
Dale Foster (PhD, Memorial University of Newfoundland) teaches Information Systems and also acts as Associate Dean of Information Technology. She has recently been involved in designing and developing online training for small businesses as they move towards integrating e-business into their organizations. In addition to e-business, she is interested in the history of computing and the effects of technology on teaching and learning.
Katherine Gallagher (Ph.D., University of British Columbia) is interested in the targeting and processing/interpretation of advertisements (particularly on the Web). Her research in this area has been presented at the Hawaii International Conference on Systems Sciences, the Administrative Sciences Association of Canada Annual Conference, and has been accepted for publication in the Journal of Advertising Research. She also does research on the use of marketing communications in demarketing, particularly with respect to health promotion and public policy.
John Godek (Ph.D. candidate, University of Michigan) directs his research at identifying the influence of firms' individual level marketing efforts (customization and personalization) on consumers' decision processes and choices. His research has been presented at the Society for Consumer Psychology annual conference, the Society for Judgment and Decision Making annual meeting, and the Association for Consumer Research annual conference (where along with J. Frank Yates and Seigyoung Auh he was named co-winner of the Franco Nicosia Competitive Paper Award).
Jens Gollmer is a marketing specialist within the European Marketing Practice of McKinsey & Company and is located in the Munich @McKinsey Accelerator. He is focusing on segmentation work with many clients in the new economy. Jens holds a Ph.D in engineering from the Ilmenau Institute of Technology
Sudeep Haldar is a marketing consultant in the Chicago office of McKinsey & Company. His area of interest is actionable market segmentation. He has served several clients in the high-tech, new economy, retail and B2B clients. He has a Ph.D in marketing from Cornell University and prior to McKinsey has taught marketing at Northwestern and Syracuse Universities.
Paula Harveston (Ph.D., The University of Memphis) is Assistant Professor of Business Administration in the Campbell School of Business at Berry College. Her current research interests include the validity of Internet-based approaches and international entrepreneurship. Her work has appeared in several journals including Entrepreneurship Theory & Practice, Journal of Small Business Management, Journal of World Business, and International Business Review.
Gerald Häubl (Ph.D., Wirtschaftsuniversität Wien) is the Banister Professor of Electronic Commerce, as well as an Associate Professor of Marketing, at the University of Alberta’s School of Business. His primary research areas are consumer decision making, consumer behavior in electronic shopping environments, human-computer interaction, consumer information search, persuasion, preference construction, the formation of value judgments, and bidding behavior in auctions. Gerald is the recipient of several research-related awards and prizes, including the 2000 Petro-Canada Young Innovator Award and four University of Alberta faculty fellowships.
Curtis P. Haugtvedt (Ph.D, University of Missouri-Columbia) studies attitude change and persuasion, personality variables in consumer behavior, and computer-mediated behavioral research methodologies. Professor Haugtvedt teaches undergraduate courses in Electronic Marketing, Consumer Behavior and Marketing Management, MBA courses in Consumer Behavior and Electronic Marketing, and Ph.D. seminars in Advanced Topics in Consumer Psychology. His research has appeared in the Journal of Personality and Social Psychology, Journal of Consumer Research, Journal of Consumer Psychology, Communication Monographs, and numerous book chapters. He serves as a frequent reviewer for the major psychology and marketing journals, and is a member of editorial boards of the Journal of Consumer Research, Journal of Consumer Psychology, the Journal of Interactive Advertising, and Quarterly Journal of Electronic Commerce. He is former Associate Editor of the Journal of Consumer Psychology and was President of the Society for Consumer Psychology (1999-2000).
Charles E. Heath is Assistant Professor of Marketing at Xavier University. He is currently completing his PhD at the University of Kentucky. His work has been published in Advances in Consumer Research.
Paul Henry (Ph.D., University of New South Wales)
works in the Strategic Planning Group at Ogilvy & Mather in New York City.
He has worked on numerous Internet-related projects. This has included
Interactive strategy development within a broader communication setting,
together with evaluation of content and functionality needs.
Mary E. Huneke is an Assistant Professor in the
Business Program at the University of Washington, Bothell. She earned her Ph.D.
from the University of Iowa. Research interests include consumer decision
making on the individual level, decision making on the Internet and
consideration set formation.
Marilyn Jones (Ph.D. University of Houston) research focuses on consumer information processing (especially memory and categorization) in a variety of contexts - new product introductions, emotional responses to marketing tactics, effectiveness of sexy advertising and, more recently, use of the Internet in branding.
Melanie Jones, is a third year doctoral candidate in Marketing at the University of Cincinnati. Her primary research interests include data protection issues on the Internet and international strategy as it pertains to consumer behavior. She has presented two papers at the Academy of International Business and has an upcoming publication in the International Journal of Technology Transfer.
Lynn R. Kahle is the James Warsaw Professor of Marketing at the University of Oregon, USA. Topics of his research include social adaptation, values, and sports marketing. His articles have appeared in such outlets as the Journal of Consumer Research, Journal of Marketing, Sport Marketing Quarterly, Public Opinion Quarterly, Journal of Personality and Social Psychology, and Child Development. His books include Attitudes and Social Adaptation, Social Values and Social Change, Marketing Management, Cross-National Consumer Psychographics, and Values, Lifestyles, and Psychographics. He has served as President of the Society for Consumer Psychology, President of the City of Eugene Human Rights program, and Chair of the Department of Marketing at the University of Oregon.
Bob Kent (Ph.D., University of Cincinnati) is an Associate Professor of Marketing at the University of Delaware. His work looks at issues in advertising media, promotions, and memory for ads. This work has appeared in Journal of Marketing, Journal of Marketing Research, Journal of Advertising, Journal of Advertising Research, and other outlets.
Hyeong-Min Kim (PhD student in Marketing, University of Michigan) mainly focuses on behavioral pricing, context effects in marketing, and brand and corporate image. Currently, he is examining a variety of issues such as perceptions of on-line partitioned pricing, effects of mental accounting and mood on
perceptions of rebate ads, and context effects in new product evaluations, to name a few.
Svetlana Kirillova is a marketing consultant in the London office of McKinsey & Company, Inc. Her area of interest is strategic branding and cross-cultural aspects of consumer behavior. She is completing PhD in Marketing at London Business School. Her research is on the cognitive moderators of brand extensions' feedback effect on the parent brand.
Katharine Lange
(B.A., University of Colorado at Boulder) has just completed her undergraduate
honors thesis project, studying consumer behavior and decision making in
Web-based environments and the implications for the design of decision aid Web
sites.
Byung-Kwan Lee is a doctoral student in advertising at the University of Texas at Austin. He also received MA in advertising at the same school. His research area is consumer information processing in advertising on the Web. More specifically, he is interested in cognitive factors affecting consumer processes of Internet advertising and their implications for advertising effectiveness.
Mira Lee (Ph.D. student, School of Journalism and Mass Communication, University of Minnesota) is broadly interested in effectiveness of online advertising and consumer behavior on the web. She was a national winner of an @d:tech World 2000 Scholarship Program award for her co-authored research paper.
Aron M. Levin is Assistant Professor of Marketing at Northern Kentucky University. He earned his PhD from the University of Kentucky. His work has been published in the Journal of Consumer Psychology and Advances in Consumer Research.
Irwin P. Levin is Professor of Psychology at the
University of Iowa. His work has appeared in the Journal of Consumer
Psychology, the Journal of Consumer Research, and the Journal of
Personality and Social Psychology.
Regina Lewis (Ph.D., University of North Carolina at
Chapel Hill), also holds an MBA from Columbia University. Since co-founding Lewis, Mobilio &
Associates, her internet-related communications research has spanned
segmentation, usability and brand health analyses. She also has successfully pioneered sampling research and
consumer modeling work to help large Internet advertisers make spending and
targeting decisions.
Hairong Li (Ph.D., Michigan State University) is an assistant professor of advertising and research associate at the Mind Lab at Michigan State University. His research focuses on consumer psychology and behavior in electronic commerce, with emphasis on consumer learning from virtual experience.
David Luna (Ph.D., University of Wisconsin-Milwaukee) conducts research focusing on the effect of language and other cultural variables on how bilingual consumers process information. He is particularly interested in how non-native English speakers navigate through web sites. His research has appeared in the Journal of Consumer Research and the Journal of Advertising.
Patrick D. Lynch is a Research Fellow at the Accenture
Institute for Strategic Change. He
investigates strategy issues concerning global e-commerce including consumer
behavior and the psychology of technology.
His most recent research concerns the Internet and wireless consumer
behavior, customer experience, and usability.
Patrick earned his advanced degrees in Psychology from the University of
Delaware and has published in Forum, Outlook, Journal of Applied Psychology,
Applied and Preventative Psychology, Journal of Advertising Research, Journal
of International Business Studies, ePlant, eCom, and Wired Magazine.
Karen A. Machleit (Ph.D. Michigan State University) is Professor of Marketing, University of Cincinnati. Her primary research interests are in the areas of affective responses in consumption contexts and measurement issues/scale development. Her recent research examines the effect of the online store atmosphere on shopper responses. Her work has been published in the Journal of Marketing, Journal of Consumer Research, Journal of Consumer Psychology, Journal of Advertising, Journal of Retailing, Marketing Letters, and the Journal of Business Research, among others. Among her publications, two were finalists for "Best Article" awards: the 1991-1993 Journal of Consumer Research and 1988 Journal of Advertising awards. She has served the Society for Consumer Psychology as Secretary/Treasurer during 1999-2001.
Gary McClelland (Ph.D., University of Michigan) is
Professor of Psychology and Professor of Marketing at University of Colorado at
Boulder. He has published two books on
statistical methodology: Data Analysis, A
Model Comparison Approach (with Charles Judd), and Seeing Statistics
(www.seeingstatistics.com), a recently-published web-based statistics
textbook using Java applets to visualize statistical principles, in addition to
numerous journal articles in the areas of judgment and decision making,
methodology, and data analysis. He
serves on the editorial board of Psychological
Methods.
Raj Mehta received his Ph.D. in Marketing from the University of Utah. His research interests include the influence of information technology on marketing, international marketing, new product development, and marketing models. He also has interests in the role of competition in sustainable development. His work has been published in leading marketing academic journals including the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing and Marketing Letters among others.
Saurabh Mishra (M.A. (Economics), Delhi School of Economics, India) is currently a doctoral student in the Marketing Department at the Kelley School of Business, Indiana University. His research interests lie broadly in consumer behavior and more specifically in various heuristics that consumers use in making choices.
Andrew Mitchell is the Patricia Ellison Professor of Marketing in the Rotman School of Management at the University of Toronto. He received his Ph.D. at the University of California, Berkeley and has published over 50 articles, including articles in the Journal of Consumer Research, Journal of Marketing Research, Management Science and the Journal of Marketing. His current research interests include the effects of memory on judgment and choice, brand evaluation processes and the organization of brand information in memory.
Lynne Mobilio (Ph.D., University of Minnesota) focuses her research on mental simulations, coping strategies, goal formation and planning processes. In 1999 she co-founded Lewis, Mobilio & Associates, LLC to investigate issues relating to the online environment. By examining cognition, attitudes, and motivations of consumers as they approach the Internet, she and her partner, Regina Lewis, have helped numerous clients develop website strategy.
Kyle Murray is a PhD Student in Marketing at the University of Alberta's School of Business.
His primary research areas are consumer decision making,
consumer behavior in electronic shopping environments, human-computer
interaction, preference construction, and behavioral pricing.
Michelle R. Nelson (PhD, University of Illinois at Urbana-Champaign) is interested in the socio-cultural and psychological processes of persuasion and consumer behavior. She has presented papers at the American Psychological Association, the Association for Consumer Research, and the Gender, Marketing and Consumer Behavior Conference. Her work appears in the Journal of Advertising, Advances in Consumer Research, and Journalism and Mass Communication Quarterly.
Richard W. Olshavsky (Ph.D., Carnegie-Mellon University) is primarily interested in consumer behavior with a special interest in the heuristics used in choice. Most of his published articles have appeared in the
Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and the Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior. His published proceedings articles have been mainly in Advances in Consumer Research.
Rick Omanson (Ph.D., University of Minnesota) is Director of Information Architecture at iXL, a Web consulting company providing solutions to such clients as Kraft, Citicorp, Kodak, and Fed Ex. Rick has also worked for Ameritech, where he oversaw the design of their corporate and ISP Web sites.
Mianne Ortega is a marketing specialist in the London office. Since joining in 1998, she has worked primarily on eConsumer, branding and marketing effectiveness issues. Prior to McKinsey, she worked for Proctor & Gamble and Pepsi. She has an MBA from Harvard University.
Amy L. Ostrom (Ph.D. Northwestern University) is Assistant Professor of Marketing at Arizona State University. Her research focuses on issues related to services marketing including customers' evaluation of services, customers' role in creating service outcomes, and customers’ adoption and evaluation of self-service technologies. Her work has appeared in a number of journals including the Journal of Marketing, the Journal of Consumer Psychology, and the Advances in Services Marketing and Management series.
Jeffrey Parsons (Ph.D., University of British Columbia) conducts research in information systems, including electronic commerce topics at the interface between information systems and marketing. His research interests include human-computer interaction in electronic commerce, information modeling, and software engineering. His research has appeared, or is forthcoming in journals such as Management Science, Communications of the ACM, ACM Transactions on Database Systems, and Journal of Advertising Research.
Laura A. Peracchio (Ph.D. Northwestern) is interested how bilingual consumers process verbal and pictorial information and make decisions. She also studies visual persuasion and its impact on information processing on and off line. She has published her research in the Journal of Consumer Research and the Journal of Marketing Research.
Joseph E. Phelps (Ph.D., University of Wisconsin-Madison) current research focus is on consumer perceptions and behaviors with regard to marketers’ use of individual-level consumer information. This focus includes examining the self-regulatory and public policy implications surrounding consumers’ information related privacy concerns. He served as Editor of Frontiers in Direct Marketing Research for Volumes 1-3.
Peter T.L. Popkowski Leszczyc (Ph.D., University of
Texas at Dallas) is an Associate Professor of Marketing, at the University of
Alberta’s School of Business. His
research interests include: bidding behavior in auctions, Consumer Brand and
Store Choice Behavior, Long-run effectiveness of marketing strategies, and
Pricing and Promotional
strategies. Peter’s research has appeared in various marketing
and related journals, including the
Journal of Retailing, International Journal of Research in Marketing, Marketing
letters, and Journal of Direct Marketing.
Elizabeth Purinton is a Ph.D. candidate at the University of Rhode Island and a Visiting Professor at Bryant College. Her research programs include web site design, gender differences in consumer behavior, marketing channel partnership survival and mature marketing relationships. Her work is published in the Academy of Marketing Science Review and several conference proceedings.
Niranjan (Nick) Raman (Ph.D., University of Texas at Austin) leads the product development efforts at Planetfeedback.com.
Ruth Rettie is a senior lecturer in marketing at Kingston University, U.K. Research interests include Internet Marketing and M Commerce. Her research has or will be published in the European Journal of Marketing, the Journal of Product and Brand Management, and Internet Research. Prior to joining Kingston University in 1990, she spent 12 years as a Brand Manager for Unilever, General Foods, and Cadbury.
Deborah E. Rosen is an associate professor of marketing at The University of Rhode Island. Her published research is in the area of value delivery and interorganizational relationships. Since joining the faculty at URI, she has participated in several multidisciplinary initiatives aimed at developing more effective product development processes. One such collaborative effort with a local software company led to research in Web based business processes. Actively involved in economic development activities, she has worked with several start-up firms and managed a high-tech incubator building.
Mark Rosenbaum is a doctoral student at Arizona State University. He holds degrees from Indiana University, University of Illinois at Chicago, New York University and San Diego State University. Prior to entering the doctoral program at ASU, he worked in the fine jewelry industry and as a lecturer at San Diego State University and California State University, San Marcos. His research interests are in the area of service marketing, research methodology, and postmodern marketing.
Eugene Sivadas received his Ph.D. in Marketing from the University of Cincinnati. His research interests include Electronic and other forms of Direct Marketing, Interorganizational Relationships, and health care
marketing. His research has appeared in the Journal of Marketing, Journal of Business Research, Journal of Interactive Marketing and several other journals and proceedings.
Robert Schindler (Ph.D., University of Massachusetts) is interested in consumer motivation and the psychological processes underlying the effects of marketing techniques. His current research concerns how seemingly inconsequential devices, such as the use of 9-ending prices, can have significant effects on the consumer and the understanding of marketplace phenomena that show motivational power, such as price promotions and word-of-mouth communication.
Ann Schlosser (Ph.D., University of Illinois at Urbana-Champaign) is Assistant Professor of Marketing and E-Business at the University of Washington. Dr. Schlosser specializes in consumer behavior in virtual
environments, and in 1997, received the @d:tech Scholarship for individual contribution to understanding the influence of technology on advertising, communication, and marketing. Her research has appeared in such publications as the Journal of Consumer Psychology, Journal of Interactive Marketing, Journal of Computer-Mediated Communication and the Handbook on Electronic Commerce. Her current research projects include studying consumer interaction, control and choice in computer-mediated environments.
Saurabh S. Sewak, R.Ph. (M.S.,University of Mississippi) is a doctoral student in the department of Pharmacy Administration at the University of Mississippi. His research deals with information-processing, consumer behavior and decision making in the Web-based environment. Additional areas of interest include implications for direct-to-consumer advertising and research methods to investigate these areas.
James Shanteau, Professor of Psychology, (Ph.D., University of California, San Diego). His research interests include analysis of expertise in decision makers (including expert systems) and investigation of consumer choices. He has served on the Editorial Boards for seven scientific journals, including
Organizational Behavior and Human Decision Processes, Psychology and Marketing, Journal of Consumer Research, Journal of Experimental Psychology, Psychonomic Science, and Journal of Behavioural Decision Making. He has been a consultant to 38 organizations on issues related to expertise and professional judgment, decision making, health-care choices, consumer behavior, expert systems development, and behavioral research methodology.
Kim Sheehan (Ph.D, University of Tennessee) is
Assistant Professor of Advertising at the University of Oregon. Her research interests involve online
advertising, research methods, and consumer behavior. She has published articles in the Journal of Advertising,
Journal of Public Policy and Marketing and The Information Society.
Wendy Schneier Siegal received her M.B.A. and Ph.D. degrees at the Ohio State University and a B.A. in Psychology from Tulane University. Her research focuses on managerial/consumer learning and the impact of situational and dispositional factors on information search, information use, and decision-making processes. She has published and presented research in leading marketing conferences and journals such as the Journal of Consumer Research.
Mickey C. Smith, R.Ph., Ph.D., is Frederick A.P. Barnard Distinguished Professor of Pharmacy Administration and Professor of Management and Marketing. He is the Director of the Center for Pharmaceutical Marketing and Management at the University of Mississippi.
Michael Solomon (Ph.D., University of North Carolina at Chapel Hill) is the Human Sciences Professor of Consumer Behavior at Auburn University. His research interests include symbolic consumption, fashion psychology and online consumer research methodologies. His work has been published in such journals as the Journal of Consumer Research, Journal of Marketing, Journal of Advertising, Journal of Personality and Social Psychology and Journal of Retailing. He serves as a consultant to numerous organizations on issues pertaining to consumer behavior and marketing strategy.
Srini Srinivasan is an Associate Professor at Drexel University, Philadelphia. He holds a Ph.D in business administration from the University of Texas at Austin and his research interests include consumer behavior, international business, and marketing strategy.
Barbara Stern received her Ph.D. in English from the City University of
New York. Her research focuses on the application of literary theory to
the analysis of advertisements, consumer behavior, and marketing text.
She has written over 100 articles and her research has appeared in the Journal
of Consumer Research, Journal of Marketing, Journal of Advertising
and elsewhere. She is the editor of the Journal of Marketing Theory,
as well as a member of over a dozen editorial boards, including Journal of
Marketing, Journal of Consumer Research, and Journal of Advertising.
She is also a co-editor of the Routledge Press book series, Interpretive
Marketing Research.
Patricia Stout (Ph.D., University of Illinois at Urbana-Champaign ) examines viewer response to advertising messages, with particular emphasis on emotional response. She is interested in health communication and social marketing issues and has worked on child immunization, public health awareness and HIV prevention. Her work has appeared in Journal of Advertising, Psychology & Marketing, and Journalism Quarterly as well as in book chapters and conference proceedings.
Jorge Villegas (Doctoral Student, University of Texas
at Austin) is interested in emotions elicited by advertisements, in interactive
and traditional media, and their implications in consumer behavior and
advertising effectiveness. He has presented papers in the conferences of the
American Academy of Advertising, and the Society for Consumer Psychology and
submitted papers to journals like Health Education Research.
Fang Wan is a Ph.D candidate in the School of Journalism and Mass Communication at the University of Minnesota. Her research interests include cognitive processes, e-commerce, unintended advertising impact and consumer psychology. She will be taking a postdoc position of e-Lab in Owen Graduate School of Business and Management at Vanderbilt University this September
James Ward (Ph.D. University of Minnesota) is the Yellow Corporation Professor of Services Marketing and Management
at Arizona State University. His
research focuses on the study of group thought and decision processes. His work has appeared several journals including
the Journal of Consumer Research, Journal of Marketing Research, Journal of
Marketing, Journal of Consumer Psychology and Journal of Retailing.
William D. Wells (Ph.D, Stanford University) is Rayomond O. Mithun Land Grand Professor Emeritus in the School of Journalism and Mass Communication at the University of Minnesota. His interests include advertising, consumer psychology and new media.
Noel E. Wilkin, Assistant Professor of Pharmacy Administration. Received a B.S. in Pharmacy and a Ph.D. in Pharmacy Administration from the University of Maryland. Major interests: (1) drug consumption behavior; (2) behavioral decision theory; (3) patient behavior; (4) decision making; and (5) the pharmacist's role in improving patient behavior.
Richard Yalch (Ph.D., Northwestern University) is Professor of Marketing at the University of Washington. He served for three years as Director of Computing Services for the School of Business. His current research focuses on internet startups and consumer inferences. Recently, he served as Associate Editor of the Journal of Consumer Research, where he published several papers. He has also published papers in the Journal of Marketing, Journal of Applied Psychology, Journal of Marketing Research, Journal of Business Research and numerous conference proceedings. Richard regularly consults with Northwest Research Group, a full-service marketing research firm.
J. Frank Yates (Ph.D., University of Michigan) focuses his research on judgment and decision processes (including special emphases on cross-cultural variations); decision management; decision aiding (including
focuses on cross-cultural collaborations and on managerial, marketing, marriage, medical, risk-taking, and career decisions); judgment analysis and training; applications of cognitive psychology. His research has appeared in over 70 articles and book chapters, including the Journal of Experimental Psychology, Organizational Behavior and Human Decision Processes, Psychological Bulletin, and others. He is currently the associate editor for the Journal of Behavioral Decision Making, a consulting editor for the
Journal of Cross-Cultural Psychology, and on the editorial review board for Organizational
Behavior and Human Decision Processes.
TaiWoong Yun (Doctoral student in Advertising at the University of Texas at Austin) is interested in how psychological factors such as involvement and prior knowledge affect the way people process information presented on the Internet, their online shopping behavior and the role of international advertising in hypermedia computer-mediated environments.
Conference Sponsors
The Society for Consumer Psychology represents the interests of behavioral scientists in the fields of psychology, marketing, advertising, communication, consumer behavior, and other related areas. Some members of the Society are mainly interested in generating applied knowledge to solve specific marketing related problems, while others focus on generating basic knowledge to contribute to theoretical and conceptual foundations of consumer psychology. The Society encourages all members to share their knowledge and contribute to the discipline of consumer psychology as a whole through contributions in conferences, journal articles, and book chapters. For more information, go to www.consumerpsych.org.
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