The Influence of Consumer Self-Disclosure on Web Sites on Advertising Response

ABSTRACT

This article assesses the consequences of consumer self-disclosure by examining the disclosure-liking effect in the context of advertising. Of particular interest is whether self-disclosure by visitors to a Web site leads to more positive reactions to subsequent advertising for the products/services offered on that site. Brand relationship theory and social response theory provide the theoretical basis for predictions about the potential influence of the disclosure-liking effect in the non-interpersonal context of the World Wide Web. Specifically, this research posits a transference effect of self-disclosure in three hypotheses, tested with two experiments that identify some moderating and mediating variables. The results demonstrate that the positive attitude that self-disclosure can elicit favorably influences subsequent attitudes toward ads and behavior toward the target of the disclosure.

Keywords::

• Transference effect
• online self-disclosure
• Internet advertising

Additional information

ABOUT THE AUTHORS

Seunghee Im (Ph. D., Korea University) is an Assistant Professor in the Department of Business Administration at Jeonju University. Her research interests lie in the areas of interactive advertising, online consumer behavior, gender issues in consumer behavior, and cross-cultural study. Email: [email protected]

Doo-Hee Lee is Professor of Marketing and Dean of the Institute of International Education, Korea University. He is the current Chairman and a founding member of the foundation of the Asia-Pacific Association for International Education (APAIE). His academic research interests include Internet marketing and advertising and consumer behavior theory. He has published more than 50 articles/cases and 11 books in outlets such as Journal of Advertising, Psychology and Marketing, and Advances in International Marketing, among others. Professor Lee has served as president, chief editor, and executive director of many academic associations, including President of the Korea Advertising Society. E-mail: [email protected]

Charles R. Taylor is the John A. Murphy Professor of Marketing at Villanova University and Senior Research Fellow at the Center for Marketing and Policy Research. He is a Past President of the American Academy of Advertising. His primary research interests are in the areas of international advertising, advertising strategy, and marketing and public policy. Prof. Taylor has published numerous books, journals, and conference papers, as well as academic articles in outlets such as Journal of Advertising, Journal of Advertising Research, Journal of International Marketing, Journal of Public Policy & Marketing, Journal of Current Research and Issues in Advertising, Journal of Business Research, and Journal of Consumer Affairs. Email: [email protected]

Catherine M. D’Orazio is an MBA Fellow and graduate research assistant in the Professional Masters of Business Administration program, Villanova University School of Business. She is pursuing her MBA with a concentration in Marketing, and her research interests lie in marketing communications, specifically consumer attitudes toward various advertising media and the effects on subsequent purchase behavior decisions.