Focus: Consumer behavior



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How Disclosure Source and Content-Publication Fit Impact Consumers’ Recognition and Evaluation of Native E-Cigarette Public Service Announcements Nathaniel J. Evans and Joe Phua

Abstract: Given the increasing amount of public and government related attention devoted to issues surrounding e-cigarette use, the current study examined how disclosure source and content-publication fit in an ENDS […]

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Pseudo-reviews: Conceptualization and consumer effects of a new online Phenomenon Hye Jin Yoon

Abstract: A pseudo-review is a type of online user-generated review (“review”) posted on an e-commerce website that often resembles an authentic review on the surface, telling an exaggerated story about […]

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Stranger Danger? Cue-based Trust in Online Consumer Product Review Videos Joe Phua and Alexander Pfeuffer

Abstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative experiences with […]

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Trusting on a Whim? A Multi-method Inquiry of Cue-based Trust in Online Consumer Product Reviews Alexander Pfeuffer, Joe Phua & Marilyn Primovic

Abstract: Online, consumers often cannot develop trust through cumulative experiences with another party but must instead rely on heuristic cues for their trust formation. Drawing on the theoretical construct of […]

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Pseudo-reviews: Conceptualization and consumer effects of a new online Phenomenon Hye Jin Yoon

Abstract: A pseudo-review is a type of online user-generated review (“review”) posted on an e-commerce website that often resembles an authentic review on the surface, telling an exaggerated story about […]

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What Drives Loyal Fans of Brand Pages to take Action? The Effects of Self-Expansion and Flow on Loyal Page Fans’ Sharing and Creation Activities Joe Phua

Abstract: Consumer-driven sharing and creation activities are valuable engagement activities as they help spread awareness and interaction for brands on social media. Loyal fans of brand pages are an important […]

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The More You Win, The Less You Believe? An Examination of the Moderating Effect of Team Performance on Attitude Toward Message of Sport Fan’s Superstitions Jeong-Yeob Han

Abstract: The purpose of this study was to revisit the Bud Light “Superstitions” campaign, for which we examined how superstitious fans’ inferences of manipulative intention might influence their responses to […]

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Rewitched: Retextuality and the Queering of Bewitched Taylor Cole Miller

Abstract: At the same time the 1960s sitcom Bewitched aired in reruns next to drag queens on LOGOtv, a cable channel targeted to LGBTQ viewers, it also aired on the […]

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What makes a Loyal Fan a Brand Advocate on Social Media? Capitalizing on Brand Page Loyalty to build Self-Expansion Benefits for Fans. Joe Phua

Abstract: Fans of brand pages are valuable as they help spread positive word-of-mouth on social media, and drive brand recommendations to other social media users. Companies, such as Nike and […]

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Stranger Danger? Cue-based Trust in Online Consumer Product Review Videos. Alexander Pfeuffer and Joe Phua

Abstract: Trust is a significant factor in electronic word-of-mouth (eWOM) effects. Online, consumers often need to form judgments about others using heuristic cues when they cannot rely on previous cumulative […]

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