The influence of consumer self-disclosure on web sites on advertising response.

This article assesses the consequences of consumer self-disclosure by examining the disclosure-liking effect in the context of advertising. Of particular interest is whether self-disclosure by visitors to a Web site leads to more positive reactions to subsequent advertising for the products/services offered on that site. Brand relationship theory and social response theory provide the theoretical basis for predictions about the potential influence of the disclosure-liking effect in the non-interpersonal context of the World Wide Web. Specifically, this research posits a transference effect of self-disclosure in three hypotheses, tested with two experiments that identify some moderating and mediating variables. The results demonstrate that the positive attitude that self-disclosure can elicit favorably influences subsequent attitudes toward ads and behavior toward the target of the disclosure.

Main Author: Im, Seunghee.
Other Authors: Lee, Doo-Hee., Taylor, Charles., D'Orazio, Catherine.
Format: Villanova Faculty Authorship
Language: English
Published: 2008
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