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...
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2008
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The influence of consumer self-disclosure on web sites on advertising response. Im, Seunghee. Lee, Doo-Hee. Taylor, Charles. D'Orazio, Catherine. 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. 2008 Villanova Faculty Authorship vudl:178929 Journal of Interactive Advertising 9(1), 2008, 87-106. en |
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The influence of consumer self-disclosure on web sites on advertising response. |
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Im, Seunghee. Lee, Doo-Hee. Taylor, Charles. D'Orazio, Catherine. |
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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. |
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Journal of Interactive Advertising 9(1), 2008, 87-106. |
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Im, Seunghee. Lee, Doo-Hee. Taylor, Charles. D'Orazio, Catherine. |
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Im, Seunghee. Lee, Doo-Hee. Taylor, Charles. D'Orazio, Catherine. The influence of consumer self-disclosure on web sites on advertising response. |
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The influence of consumer self-disclosure on web sites on advertising response. |
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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. |
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The influence of consumer self-disclosure on web sites on advertising response. |
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The influence of consumer self-disclosure on web sites on advertising response. |
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The influence of consumer self-disclosure on web sites on advertising response. |
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influence of consumer self-disclosure on web sites on advertising response. |
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