As a popular and important advertising style, Internet advertising has drawn substantial amount of scholarly attention. Previous studies have contributed to the understanding of the independent effects of various factors, such as product, consumer, website and ad per se, but few studies consider the impacts of the congruities between these factors on consumer’s attitude toward the ads. In this ...

A recent debate in the Journal of Consumer Psychology illustrates many of the unresolved issues concerning the development and application of models to predict attitude. A central issue in the debate is whether a noncognitive factor, such as affect, may exert a direct influence on attitude, or whether its influence is mediated by the cognitive structure. We describe the results of two studies d...

Merchants urgently need to investigate consumers’ willingness to accept mobile commerce and what factors influence their acceptance since the spring up of mobile commerce. By means of surveying Chinese consumers with questionnaire, this paper take consumer as research object to analyze their attitude toward using and influence factors about mobile commerce based on the user acceptance theory. T...

Fast food has increasingly become popular in Bangladesh with the effect of globalization. Many people, specifically the younger generation are consuming various types of fast foods everyday as these are convenient, time saving and tasty. Consumers’ choice of a particular restaurant depends on many factors, i.e. quality, variation, location, price, environment, and many more aspects. Thus the co...

This article begins with an analysis of the state of the field of consumer research and scrutinizes three leading streams of research: the cognitive response paradigm, attitude theory, and the interpretive turn. After arguing that the field lacks direction and risks being overwhelmed by many fragmented additions to knowledge, I propose a unified approach to consumer research integrating consume...