Interactivity and vividness effects on social presence and involvement with a web-based advertisement

Article Abstract:

The effects of various levels of interactivity and vividness of a message on attitudes and behavioral intentions within a web-based advertisement are measured by implementing a multistep model. The findings reveal that the effects of interactivity reach a 'plateau' at medium and high levels, indicating a diminishing returns effect and on the contrary, the impact of vividness appears to be linear with a steady increase across low, medium, and high levels.

Internet/Web advertising, Internet advertising

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The product-specific nature of impulse buying tendency

Article Abstract:

The study extends the notion of impulse buying tendency from a general personality tendency to a more product-specific variable. It resulted that a producer-specific conceptualization of the impulse buying behavior was a better predictor of actual impulse purchasing behavior when compared to general impulse buying tendency.

Comparative analysis, Purchasing power

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Hedonic and utilitarian shopping value: investigating differential effects on retail outcomes

Article Abstract:

Relative influence of hedonic and utilitarian shopping value on retail outcomes is presented.

Retail Trade, Management dynamics, Psychological aspects, Management, Retail industry, Shopping, Company business management, Utilitarianism, Hedonism

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