The globalization of market has brought considerable foreign goods to Chinese consumers. The competition between domestic and foreign corporations became more and more intense during last decades. This study focuses on how consumer ethnocentrism influences the preference for domestic goods among Chinese consumers. The data were collected through questionnaire from 501 middle school students. Th...

The use of structural features such as text size, font, graphics, color, animation, video and audio has been widely explored in the traditional media. Similar uses of such features have also been found in the online environment (Rodgers & Thorson, 2000). Factors related to consumer’s behavior, attitude, and perceptions regarding Web sites have been examined in academic literature (Chen & Wells,...

Online vendors expand significant efforts in attracting consumers to their websites. However, once a consumer lands on a vendor’s website, a more challenging task is to convince her/him to actually transact with the website by purchasing products. This research-in-progress study draws on the elaboration-likelihood model (ELM) to develop a theoretical model for the impacts of different persuasio...

Although consumer opportunistic behavior has drawn attention from managers and scholars for a long time, a special context of two-sided market has been ignored. A multi-stage research program, comprising in depth interviews (Study 1) and three experimental studies (Studies 2, 3, 4), explored opportunistic claiming during service guarantee. The main characteristics of two-sided market (consumer,...

Consumer loyalty may be defined as a singular concept, usually as an attitude toward the loyalty object or as repeatpatronage behaviour; alternatively, the definition may combine attitude and behaviour in either an additive or an interactive expression. We argue that definitions of loyalty are useful if they predict phenomena such as recommendation, search and retention (loyalty outcomes). In t...

Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand’s health and are readily connected to marketing activity. However, this does not mean that financially focused executives know how such metrics translate into sales performance, which would allow them to make beneficial marketing mi...

In the present era of information explosion and media influence, these advertisements play a major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and also the consumption pattern of the society in general. Across the world, celebrities have been used for a wide variety of brands. The crescendo of celebrities endorsing brands has been ste...

This research investigated the potential matching effects between consumers’ personality traits (Need for Cognition) and type of characteristics of consumer-generated product reviews (Transformational or Informational). In particular, the study inquired whether such a matching effect would produce the following proposed effects: a) induce positive evaluations of consumer-generated reviews, b) g...