This paper investigates the characteristics of opinion leaders within the computer-mediated environment, analyses the differences between online opinion leaders and online non-leaders and examines the implications of opinion leadership theory for e-commerce. This study finds that opinion leaders in computer-mediated environments possess significantly higher levels of enduring involvement, innovativeness, exploratory behaviour and self-perceived knowledge than non-leaders. Online opinion leaders also possess greater computer skills, have used the internet for a longer period of time and use the internet more frequently for longer sessions than non-leaders.

During the past two decades, marketing researchers and advertising 1136 NEWELL, HENDERSON, AND WU practitioners have increased their efforts to identify the "blessed mood" states within which consumer attitudes can be anticipated and purchase intention predicted. Processing Efficiency and Intensity principles have emerged from the literature to suggest that mood states color the arguably unintelligible world of consumer behavior. The Processing Efficiency principle holds that the level of pleasure derived from a media experience (e.g., TV, radio, print, etc.) affects message recall, and the Intensity principle suggests that the degree of arousal experienced governs consumer receptiveness to promotional efforts. Research is inconclusive regarding which, if either, of these theories better explains how consumers process information. Past conflicting research findings may have been the result of examining only one dimension of program context on consumer response. Recent studies have attempted to tease the answer from experiments that combine Processing Efficiency and Intensity principle conditions.In contrast to the majority of the research in this area that has relied In contrast to the majority of the research in this area which has relied on controlled laboratory experiments, this article presents results of a study conducted in a real-world setting that combines both dimensions of emotional response to investigate the relationship between mood and viewer recall of advertisements. Specifically, this study examines the effects of mood states on viewers' ability to recall advertising messages broadcast during Super Bowl XXXIV. First, the wide range of recent mood and emotion research is presented and hypotheses are developed. Next, the collection procedure and methodology used in the empirical study are reviewed and the results of the study are reported. Finally, discussion of the results and avenues of future research are presented. BACKGROUND

The relationships between subjective age and (a) gender, (b) marital status, (c) education, (d) income, and (e) race were examined, using data from two U.S. adult samples. None of these demographic characteristics were systematically related to any dimension of subjective age, suggesting that other characteristics are responsible for variation in subjective age.

Social values represent desired end states of being or desirable behaviors such as self‐respect, warm relations with others, or excitement. These abstract social cognitions help shape product attitudes and through them guide overt behavior. Empirical research has supported this theoretical structure of values‐attitudes‐behavior, but only for a relatively few high involvement products. A sample of 323 adult women shoppers rated the importance of the nine social values from the list of values; reported their attitudes toward snack foods, convenience foods, and cooking; and described purchase frequencies for a variety of foods. The shoppers′ food attitudes were consistently associated with self‐reported food purchases. Moreover, ratings of several values were associated with attitudes toward snack foods and use of convenience foods, suggesting that social values may influence buyer behavior for low as well as high involvement products. The findings have implications for food marketers who want to promote their products more effectively, consumer theorists who want to understand the impact of values on consumer behavior, and public makers who would like to influence food expenditures by consumers.

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