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This paper presents a comprehensive review of recent empirical studies dealing with online consumer behavior and decision-making processes. To that end, the paper adapts and extends Engel, Kollat, and Blackwell's (1978) and Engel, Blackwell, and Miniard's (1986) decision-making model as backdrop in the review of the literature. The vast majority of studies examine the link between external factors and one or more components of the decision-making process. The findings of this study show a paucity of research on a number of components of decision making, as well as inconsistencies in the way the online environment is characterized. Finally, the findings show that student samples are prevalent among the studies identified and the research method is biased toward the survey method as opposed to experimentation. Discussion and conclusions are provided, and directions for future research are presented.

Consumer perceptions of advertising creativity are investigated in a series of studies beginning with scale development and ending with comprehensive model testing. Results demonstrate that perceptions of ad creativity are determined by the interaction between divergence and relevance, and that overall creativity mediates their effects on consumer processing and response.creativity, divergence, advertising, relevance, measurement, latent variable models

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The authors examine the role of advertising claim objectivity under central route processing conditions. Past studies are reviewed and two distinct components of claim objectivity are identified: attribute tangibility and factualness of description. Specific predictions are made concerning the effects of claim objectivity on perceived ad credibility, brand beliefs, ad attitudes, brand attitudes, and purchase intentions. Using the Elaboration Likelihood Model different results are predicted for print and broadcast media. A study is conducted in which the degree of claim objectivity (objective, subjective, and mixed) and the type of media (radio or print) are manipulated as independent variables while various message and consumer variables are controlled or measured as covariates. Results show that both tangibility and factualness contribute to claim objectivity effects, that objective claims are more effective than subjective claims, and that no content differences emerge between print and radio media. Implications for marketing research and practice are discussed.