Showing papers by "Matthew S. Eastin published in 2015"
TL;DR: The authors investigated how consumers process online consumer reviews within the context of message characteristics, such as message type (attribute centric and benefit centric) and message valence (positive, negative, and neutral), and how this influences consumers' attitudes toward the review and product, perceived credibility of the reviewer, and purchase intention.
Abstract: This study seeks to extend the emerging body and scope of research on consumers' attitudinal and behavioral responses to online consumer reviews by examining the role of message content characteristics. From this perceptive, this research broadens the understanding and importance of message characteristics to the persuasiveness of online consumer reviews. Specifically, this study investigates how consumers process online consumer reviews within the context of message characteristics, such as message type (attribute centric and benefit centric) and message valence (positive, negative, and neutral), and how this influences consumers' attitudes toward the review and product, perceived credibility of the reviewer, and purchase intention. Data indicate that message valence of online consumer reviews has a persuasive effect on consumers' attitudes toward the review and product, perceived source credibility, and purchase intention. Moreover, message valence interacts with message type, providing a more complex p...
71 citations
TL;DR: The authors examined media expectancies across ethnic subgroups for a broad range of media (i.e., local newspapers, national newspapers, network television, cable television, radio, magazines and Internet).
Abstract: As long as scholars have studied media, issues of access have been of great concern. Recent advancements in digital technology have framed disparities in access within the digital divide research and knowledge gap frameworks. While early digital divide research looked at access, more recent research has focused on how media are used differently across populations. The current research extends this literature by examining media expectancies across ethnic subgroups for a broad range of media (i.e., local newspapers, national newspapers, network television, cable television, radio, magazines, and Internet). Data indicate expectancies differ among African Americans, Caucasians, and Hispanics.
46 citations
TL;DR: In this paper, the Planned Risk Information Seeking Model (PRISM) was employed to explain people's information-seeking intentions in the context of hydraulic fracturing, and results showed overall model differences among people who have not decided to take action on hydraulic fracturing.
Abstract: The Planned Risk Information Seeking Model (PRISM) was employed to explain people’s information-seeking intentions in the context of hydraulic fracturing. Stages from the Precaution Adoption Process Model (PAPM) were included in the analysis as a moderator. The PRISM fit the data well. Moreover, results showed overall model differences among people who have not decided to take action on hydraulic fracturing, people who have decided to take action, and people who have decided not to take action. Findings provided justifications for tailored messages to encourage information seeking among the varying publics.
26 citations
TL;DR: This paper explored the mechanism by which external brand placement influences game players' processing of a brand placed within a game, known as an in-game brand, and found that players exposed to an external brand identical to an in game brand showed greater in- game brand recall than those not so exposed.
Abstract: Video games are now a venue for branded messages. Hence, game players may be exposed to brands in and outside game environments. This study focuses on the latter, that is, external brand placement. Drawing upon the literature on involvement and on the limited capacity model (LCM) of information processing, this study explores the mechanism by which external brand placement influences game players’ processing of a brand placed within a game, known as an in-game brand. The results show that players exposed to an external brand identical to an in-game brand showed greater in-game brand recall than those not so exposed. Players exposed to a competing external brand—whether congruent or not—showed lower in-game brand recall. When the brand was incongruent, however, they showed a preference for the in-game brand.
12 citations