By: Curtis P. Haugtvedt (Editor), Karen A. Machleit (Editor), Richard Yalch (Editor)

Paperback

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Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online.

The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments.

Broken into six sections, this book:

• focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum;


• examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks;


• provides readers with reasons why consumers customize products and the benefits of customization;


• discusses the psychological effects of site design;


• asks the question of whether the Internet empowers consumers to make better decisions; and


• discusses research tools that can be used online.

"The volume serves to better acquaint advertisers with the medium and its potential, and challenges researchers to think about the advantages and disadvantages of the Web as an advertising medium." -APADE

Introduction	p. 1
Ritual behavior and community change : exploring the social-psychological roles of net rituals in the developmental processes of online consumption communities	p. 7
Published word of mouth : referable, consumer-generated information on the Internet	p. 35
Understanding pass-along emails : motivations and behaviors of viral consumers	p. 63
What, and how, we can learn from online consumer discussion groups	p. 101
How banner Ads affect brand choice without click-through	p. 125
Factors affecting click-through rate	p. 143
Exploring consumer response to "advergaming"	p. 167
Going mobile : marketing and advertising on wireless networks around the world	p. 195
Online product customization : factors investigating the product and process	p. 207
Marketing to individual consumers online : the influence of perceived control	p. 225
Smoother surfing across cultures : bilinguals on the Web	p. 245
Processes of preference construction in agent-assisted online shopping	p. 265
Effects of visual consistency on site identity and product attitude	p. 287
Gendered information processing : implication for Web site design	p. 303
The effect of site design and interattribute correlations on interactive Web-based decisions	p. 325
Is the Internet empowering consumers to make better decisions, or strengthening marketers' potential to persuade?	p. 345
Rationality unbounded : the Internet and its effect on consumer decision making	p. 361
Consumer relationships with an e-brand : implications for e-brand extensions	p. 379
Finding the best ways to combine online and offline shopping features	p. 401
Consumer behavior in online auctions : an exploratory study	p. 419
The impact of Internet use on health cognitions and health behavior	p. 433
Experiential ecommerce : a summary of research investigating the impact of virtual experience on consumer learning	p. 457
Web-based consumer research	p. 491
Table of Contents provided by Blackwell. All Rights Reserved.

ISBN: 9780805851557
ISBN-10: 0805851550
Series: Advertising & Consumer Psychology S.
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 576
Published: 24th February 2005
Dimensions (cm): 22.9 x 15.2  x 2.7
Weight (kg): 0.771