The hypothesis of a dominance hierarchy of information sources

Arndt, Johan; May, Frederick E.

doi:10.1007/bf02729876

Cited by 10 publications

(3 citation statements)

References 2 publications

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“…The most important information in consumers' brand choices comes from direct experience (Schudson, 1984). In the absence of direct experience, consumers rely on interpersonal communication and lacking that, use mass media advertising (Arndt & May, 1981). Through telepresence, the Internet may be able to simulate direct experience, making this a particularly important and useful form of information for consumers.…”

Section: Comparing the Internet And Traditional Mass Mediamentioning

confidence: 99%

“…In this way, Internet communication more closely resembles interpersonal rather than mass communication. Researchers have long viewed the ability to tailor messages to the needs and concerns of the receiver to be a central advantage of interpersonal communication over mass communication (Arndt & May, 1981;McGuire, 1969).…”

Section: Comparing the Internet And Traditional Mass Mediamentioning

confidence: 99%

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Advertising and the Consumer Information Environment Online

Faber

Lee

Nan

2004

American Behavioral Scientist

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The Internet has apparently become an important source of information for consumers and partly because of this trend, the Internet now presents a huge opportunity for advertisers who seek effective communication with their target markets. The purpose of this article is to provide an understanding of the qualities and potentials of the Internet as an advertising medium. First, an overview of the various forms of Internet advertising is provided, as well as a review of existing literature regarding the effectiveness of each form. The article next compares the Internet with traditional mass media from the perspective of the consumer information environment and shows how unique characteristics of the Internet may alter consumer experience and decision making. The article concludes with a discussion of the needs and challenges facing the field.

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Section: Comparing the Internet And Traditional Mass Mediamentioning

confidence: 99%

Section: Comparing the Internet And Traditional Mass Mediamentioning

confidence: 99%

Advertising and the Consumer Information Environment Online

Faber

Lee

Nan

2004

American Behavioral Scientist

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“…Drawing on Austin's initial research, and a hypothesis by Arndt and May (1981), Faber and O'Guinn (1984: 376) speculate that '[p]erhaps previews and television advertising were considered so useful because they provide the viewer with some indication of what the movie will really be like through short excerpts': yet this returns back to an understanding that the trailer will automatically (and perhaps accurately) reflect the film being promoted. Indeed, they compound the limitations of their findings by suggesting that previews have significantly more impact than other sources investigated, and that this 'seems to support the notion that the audience perceives previews as a trial experience on which to base a selection decision ' (1984: 376).…”

Section: Eastman Bradbury and Nemes's (1985) 'Influences Of Previewsmentioning

confidence: 99%