Impact of celebrity endorsements in disease-specific direct-to-consumer (DTC) advertisements

2014 ◽  
Vol 8 (2) ◽  
pp. 164-177 ◽  
Author(s):  
Brent Rollins ◽  
Nilesh Bhutada
Keyword(s):  
Information Search ◽  
Behavioral Intentions ◽  
Search Behavior ◽  
Disease State ◽  
Content Type ◽  
Direct To Consumer ◽  
State Involvement ◽  
Celebrity Endorser ◽  
Information Search Behavior ◽  
Disease Specific

Purpose – The purpose of this paper is to analyze the effects on consumer response between disease-specific advertising containing a celebrity compared to a non-celebrity endorser. Design/methodology/approach – A randomized, cross-sectional two (endorser type) by two (levels of disease state involvement) factorial design was used. Respondents (over the age of 18) were randomly shown one of the ad types and then responded to an online survey questionnaire containing questions and various scales measuring disease state involvement, endorser credibility, attitude toward the ad and company, attention to the ad, behavioral intentions and information search behavior. The disease-specific ad stimuli modeled the form of current print direct-to-consumer ads and were created following recent Food and Drug Administration guidelines, with the only difference being the specific pictorial used (celebrity versus non-celebrity). Findings – While endorser type did not significantly affect consumer attitudes, behavioral intentions and information search behavior, level of disease state involvement, though, did. More highly involved consumers had more positive attitudes, behavioral intentions and greater information search behavior. Originality/value – While consumers paid more attention to the celebrity-containing ads and viewed them as more credible, this did not translate into significant effects on the outcome dependent variables of consumer attitudes toward the ad and company, behavioral intentions and information search behavior. As previous literature has suggested, level of disease state involvement was a significant predictor of respondent outcomes. Overall, pharmaceutical manufacturers might want to re-evaluate using a celebrity endorser in disease-specific ads, as this research shows the benefits/outcomes may not justify the cost.

Information search behavior among Chinese self-drive tourists in the smartphone era

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jiaye Ni ◽  
Anthony Hae Ryong Rhim ◽  
Dickson K.W. Chiu ◽  
Kevin K.W. Ho
Keyword(s):  
Information Search ◽  
Information Needs ◽  
Age Groups ◽  
Search Behavior ◽  
Chinese Economy ◽  
Mobile Internet ◽  
Content Type ◽  
Mainland Chinese ◽  
Chinese Tourists ◽  
Information Search Behavior

Purpose The Chinese economy has grown rapidly over the past decade, making self-drive tours more affordable among Chinese tourists. Thus, self-driving tours using online tourism-related information have also been popular. This study aims to investigate information search behaviors among different segments of Chinese self-drive tourists under the influence of contemporary mobile internet technologies and compares the results with prior related studies from a global standpoint. Design/methodology/approach This paper investigates the relationships between tourist demographics and information search behavior in Mainland China based on a quantitative method. This study collected 228 surveys from users with self-drive tour experience. This study also conducted a series of online interviews to explore the potential barriers when self-drive tourists search for information. Findings The results showed variances within pre-decision and post-decision stages between different age groups, social classes and experience levels. Preference for up-to-date information and contemporary platforms were also observed. Originality/value Research paucity exists on self-drive tourists’ information search behavior, using data collected from Mainland Chinese tourists using mobile devices. The findings offer insights to industry practitioners, such as travel agencies and liaison websites, for refining their services to meet the information needs of Chinese self-drive tourists through more comprehensive marketing strategies.

scholarly journals A Study on Customer Satisfaction across Information Search Behavior Typology

2008 ◽  
Vol 10 (1) ◽  
pp. 25
Author(s):  
Wahyuningsih Wahyuningsih ◽  
Johnny Tanamal
Keyword(s):  
Customer Satisfaction ◽  
Information Search ◽  
Search Behavior ◽  
Consumer Search ◽  
Future Research ◽  
Research Directions ◽  
Level Of Satisfaction ◽  
Future Research Directions ◽  
Information Search Behavior ◽  
Search For Information

This study investigates customer satisfaction based on a typology of consumer search behavior. The findings demonstrate that the type of consumer as defined by whether and how they search for information (passive, rational-active, and relational-dependent) has different level of satisfaction. Rational-active and relational-dependent consumers are found to be the dominant consumer types who actively search for information before purchasing a product and thus perceive a higher level of satisfaction than do passive consumers. The identification of satisfaction within each type of consumer provides a reason for customers to repurchase the same product, or recommend it to other people. As a result, companies will be able to achieve an increase in profitability. Recommendations for companies and future research directions are presented.

scholarly journals Consumer Information Search Behavior for Experiential and Material Purchases

2014 ◽  
Vol 6 (3) ◽  
pp. 194-201 ◽  
Author(s):  
Asli Elif Aydin
Keyword(s):  
Direct Observation ◽  
Information Search ◽  
Experimental Studies ◽  
Search Behavior ◽  
Consumer Information ◽  
Sources Of Information ◽  
Different Types ◽  
Material Purchases ◽  
Information Search Behavior ◽  
Consumer Information Search

The objective of this study is to determine whether sources of information consulted and the extent of information search differ between experiential and material purchases. For this purpose two experimental studies were conducted. It is demonstrated that moving along the experiential-material purchase continuum; consumers’ reliance on personal sources, especially personal independent sources intensifies towards experiential purchase pole and decreases towards material purchase pole. In addition, for material purchases; direct observation is preferred more compared to personal sources of information. Finally, it is revealed that the total amount of search is greater for experiential purchases than material purchases. The results suggest that experiential and material purchases require different types of search conduct due to their distinct natures.

Information Search on the Internet

2011 ◽  
pp. 19-42 ◽  
Author(s):  
Byung-Kwan Lee ◽  
Wei-Na Lee
Keyword(s):  
Information Search ◽  
Search Behavior ◽  
Past Research ◽  
The Internet ◽  
Online Information ◽  
Consumer Decision Making ◽  
Online Purchase ◽  
Information Search Behavior ◽  
Specific Factors ◽  
Research Propositions

Information search is an integral part of the consumer decision making process. There is no doubt that the Internet contributes to, and will continue to affect, this function. However, a comprehensive understanding of what causes, motivates, and mediates information search behavior on the Internet is relatively lacking. Based on an in-depth review and critical critique of past research on information search behavior and, in particular, online information search, this chapter offers a causal model of online information search with 16 specific research propositions outlined. It argues that information search on the Internet should be investigated by considering Internet specific factors (i.e., skills, prior online purchase experience, attitude toward the Internet) as well as various antecedents including situational, product-related, and individual factors. Contribution and implications of the model for further understanding of information search behavior in the context of the Internet are also discussed.

Tourists' Mobile Information Seeking Behavior

2017 ◽  
Vol 7 (1) ◽  
pp. 58-76 ◽  
Author(s):  
Jing Yi Gong ◽  
Fred Schumann ◽  
Dickson W.K. Chiu ◽  
Kevin K.W. Ho
Keyword(s):  
Information Search ◽  
Information Seeking ◽  
Information Needs ◽  
Search Behavior ◽  
Information Seeking Behavior ◽  
Republic Of China ◽  
Seeking Behavior ◽  
Independent Travel ◽  
Information Search Behavior ◽  
Usage Preference

The Internet is considered to be one of the most effective search channels for people to get a variety of information. This is especially true, for young tourists within the 18-30 year range, who prefer free independent travel tours. Many tend to have strong information needs about their travel destinations and the use of mobile technology for information search is rapidly becoming a popular trend, especially with this demographic. This study aims to investigate the associations between the mobile device usage preference and information search behavior of young travelers, between the ages of 18 and 30, in the People's Republic of China (PRC). For this purpose, a sample of 133 respondents is used. Results of the survey are provided and followed by a discussion of the overall context. Study limitations and directions for future development are suggested.

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