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Describes a study of undergraduates that tested four hypotheses regarding the effects of viewing Web sites on Internet advertising. Highlights include attitudes toward ads in marketing communications and advertising research; recalling brand names seen on the Internet; perceived advantages and disadvantages of online advertising; and recalling ads in other media. (Author/LRW)

The Domain Specific Innovativeness Scale was included in a survey of student consumers to measure how innovative participants were with regard to buying online. Data analyses confirmed hypotheses that an innovative predisposition toward online buying would be associated positively with more hours of Internet use, greater Internet purchasing, higher likelihood of future Internet purchase, and use of the Internet to download music. (Author/AEF)

Tested five hypotheses in the subjective age literature on adults (n=607). Data supported only two of the hypotheses: the agreement between chronological age and subjective age declines steadily throughout the adult decades and people in their thirties are the most likely to see themselves as different, either younger or older, from their chronological age. (Author/ABL)

Price sensitivity is how consumers react to price levels and to price changes. Consumer innovativeness is a tendency to welcome and to adopt new products. Researchers (e.g., R.E. Goldsmith & S. J. Newell, 1997) consider innovative consumers relatively more price insensitive than other consumers, so there should be a negative correlation between measures of these constructs. The results of the present study supported the psychometric soundness of a self-report measure of price sensitivity among 860 Korean consumers and replicated earlier findings of the negative correlation between the 2 constructs. Key words: consumer behavior, cross-cultural studies, innovativeness, price sensitivity, INNOVATIVENESS is a tendency to welcome and to adopt new things earlier than most members of a social system (see Rogers, 1995). Researchers in many fields have studied the characteristics [...]

This study assessed the relationship between two important constructs in social psychology, conformity and psychological reactance, which are suggested to be negatively related, i.e., a person higher in the tendency to conform will score lower on psychological reactance and vice versa. The two constructs were measured by multi-item self-report scales, the Therapeutic Reactance Scale of Dowd, et al. and a new tendency to conform scale constructed for this study. Data from a survey of 423 undergraduate students were used to test the hypothesis that scores on the scales were negatively correlated. The hypothesized relationship was positively supported by a significant but only moderately sized correlation (r = -.32, p < .001).

An experiment conducted evaluates changes in attitude for both the cause and the brand as a consequence of the cause-brand alliance (CBA) using familiarity of the cause as a moderator. The results suggest that managers of unfamiliar causes rather than familiar causes might have a greater vested interest in forming a CBA, and brand managers are beneficiaries of the partnership.