Web Site Design, Self-Monitoring Style, and Consumer Preference

This study aims to advance understanding of Internet interactions by considering the impact of Web site design and self-monitoring style on consumer preference. Four quasi-commercial Web sites were constructed containing identical information presented via a context-based (animated) or content-based (unanimated) design, and 2 advertisements of either imageor information-oriented style. Using a betweenparticipants design, the study found that all individuals favored context-based over content-based Web site design. Matching advertising appeal to individual selfmonitoring needs was found to increase Web site effectiveness of consumer preference for high self-monitors, and within Web site satisfaction and level of persuasion for low self-monitors. Results suggest that to reach their potential as a consumersensitive tool, Web sites must be engaging in their design and tailor their communications to accommodate individual differences.