Word-Of-Mouth Communication As Helping Behavior

Word-of-mouth (WOM) communication has been characterized as a decision, involving weighing of costs and benefits (Gatignon and Robertson 1986). This research develops a cost-benefit framework to systematically test individual differences in altruism, or the internal motivation to help others, as an underlying driver of WOM. In three studies, benefits of information (e.g., diagnostic value) and/or communicator costs (either resource or social costs) of information-sharing are manipulated. Findings indicate that, high altruists' WOM behavior is driven by the perceived diagnostic value of information, whereas low altruists' WOM behavior is driven by perceived communicator costs

Language Choice in Advertising to Bilinguals: Asymmetric Effects for Multinationals versus Local Firms

We examine the role of language choice in advertising to bilinguals in global markets. Our results reveal the existence of asymmetric language effects for multinational corporations (MNCs) versus local firms when operating in a foreign domain, such that the choice of advertising language affects advertising effectiveness for MNCs but not local companies. Also, different language formats (e.g., the local language vs. English or a mix of the two languages) are shown to vary in their advertising effectiveness for different types of products (luxuries vs. necessities). Our results indicate that language choice for advertisements is an important decision for MNCs. Also, MNCs cannot mimic local companies in their choice of advertising language. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

An Examination of Different Explanations for the Mere Exposure Effect

This article investigates two competing explanations of the mere exposure effect-the cognition-based perceptual fluency/misattribution theory (PF/M) and the affect-based hedonic fluency model (HFM)-under incidental exposure conditions. In two studies, the classical mere exposure effect is replicated in the context of banner advertising. The findings rule out the cognition-based PF/M and suggest that the spontaneous affective reaction resulting from perceptual fluency is a crucial link between fluency and evaluation. The studies provide strong evidence that the spontaneous affect influences evaluative judgments through a more complex process, likely by coloring the interpretation of the fluency experience and the nature of resulting metacognitions relating fluency to liking. Theoretical and managerial implications of the findings are mentioned. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

International Educational Experience and Intercultural Competence 25

A large-scale research study on the impact of overseas experience for undergraduate professional school students showed significant change in several dimensions of intercultural competence, including open-mindedness and emotional resilience, as a result of international study. Attitude change differed by length of study abroad term. Measured dimensions of intercultural competence are valuable for future success regardless of setting, providing an added argument for the value of a study abroad experience while in school. An important implication of this research for both managers and professional school faculty is that a significant study abroad activity can develop many desirable skills beyond those typically ascribed to international study

When Brand Personality Matters: The Moderating Role of Attachment Styles

This research examines the moderating role of consumer's attachment style in the impact of brand personality. Findings support our hypotheses regarding the manner in which brand personality and attachment style differences systematically influence brand outcomes, including brand attachment, purchase likelihood, and brand choice. Results show that anxiously attached individuals are more likely to be differentially influenced by brand personalities. Further, the results indicate that the level of avoidance predicts the types of brand personality that are most relevant to anxious individuals. Specifically, under conditions of high avoidance and high anxiety, individuals exhibit a preference for exciting brands; however, under conditions of low avoidance and high anxiety, individuals tend to prefer sincere brands. The differential preference for sincere (vs. exciting) brand personality emerges in public (vs. private) consumption settings and in settings where interpersonal relationship expectations are high, supporting a signaling role of brand personality in these contexts. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Few Ways to Love, but Many Ways to Hate: Attribute Ambiguity and the Positivity Effect in Agent Evaluation

Recent research has identified a positivity effect in consumers' evaluations of agents, such as friends and professional critics, who provide word-of-mouth evaluations and recommendations. Specifically, agreement with an agent on previously loved alternatives is perceived as more diagnostic of the agent's suitability than agreement on previously hated alternatives. This article argues that the positivity effect arises from greater ambiguity about attribute ratings of hated versus loved alternatives. Three studies support this by showing that the effect is moderated by the number of attributes, the number of alternatives, and the revelation of an agent's attribute ratings, and is mediated by attribute ambiguity. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..