Race, homophily, and purchase intentions and the Black consumer

Examining the Relationship Between Reviews and Sales: The Role of Reviewer Identity Disclosure in Electronic Markets

“…First, theory and extensive empirical evidence in psychology and marketing suggest that source characteristics have a direct impact on product evaluation regardless of the content of the message transmitted by the source (Hass 1981, Chaiken and Maheshwaran 1994, Petty et al 1998, Simpson et al 2000, Cohen 2003, Menon and Blount 2003, Chang 2004, Pornpitakpan 2004, Kang and Kerr 2006. Generally, these findings emerge when recipients process messages in a heuristic manner (whether because they are motivated, disposed, or contextually led to do so).…”

“…information is processed heuristically (Chaiken and Maheshwaran 1994, Petty et al 1998, Simpson et al 2000, Cohen 2003, Menon and Blount 2003, Chang 2004, Pornpitakpan 2004, Kang and Herr 2006. As expected, our control variables suggest that sales decrease as Amazon's price increases (Chevalier andMayzlin 2006, Ghose et al 2006).…”

“…On a theoretical level, the information processing literature has accumulated an extensive body of research suggesting that attributes of an information source have powerful effects on the way people respond to messages (Kelman 1961;Chaiken 1980Chaiken , 1987Hass 1981;Mackie et al 1990). Indeed, the information processing literature has repeatedly demonstrated that attributes of a message source often exert direct effects on message recipients' attitudes and behaviors, independent of the message content (e.g., Chaiken and Maheshwaran 1994, Petty et al 1998, Simpson et al 2000, Cohen 2003, Menon and Blount 2003, Chang 2004, Pornpitakpan 2004, Kang and Herr 2006. In a different literature, research on computer-mediated communication and virtual social contexts demonstrates that work outcomes are improved when virtual communicators exchange information about themselves as well as task-based information (Walther and Burgoon 1992;Spears and Lea 1992;Walther 1995Walther , 1996Jarvenpaa and Leidner 1999).…”

Global competitiveness, consumer choice and ‘country of origin’ effect: an exploratory East–West study

“…Ties between non similar individuals also dissolve at a higher rate' (McPherson et al 2001, p. 416). Since perceived homophily can positively affect purchase intent (Simpson et al 2000), it is important to study its effect on diaspora communities.…”

Targeted Audiences in Anti-Drug Ads: Message Cues, Perceived Exposure, Perceived Effects, and Support for Funding

“…Marketing researchers have long found that advertising fares better among those who look like the people portrayed in the ads (Schlinger & Plummer, 1972). Simpson, Snuggs, Christiansen, and Simples (2000) demonstrated that viewers who are the same race as an actor in an advertisement feel more homophily (Rogers & Bhowmik, 1970) or similarity with the actor, and greater homophily is in turn associated with greater purchase intentions. It is unlikely that lay audiences would be acquainted with this research.…”