Cross-Cultural Buyer Behavior

I. DTC Prescription Drug Advertising and Buyer Behavior 1) Does DTC Prescription Drug Advertising Provide Information or Create Market Power: Evidence from the U.S. and New Zealand, Charles R. Taylor, Michael L. Capella and John C. Kozup 2) Skepticism toward Pharmaceutical Advertising in the U.S. and Germany Sandra Diehl, Barbara Mueller and Ralf Terlutter II. Emotions and Their Impact on Consumers 3) The Effect of Mixed Emotions in Advertising: the Moderating Role of Discomfort with Ambiguity, Wim Janssens, Patrick De Pelsmacker, and Marcel Weverbergh 4) Emotional Responses A New Paradigm in Communication Research, Flemming Hansen, Sverre Riis Christensen, Steen Lundsteen, and Larry Percy 5) Changing Consumption Values of Middle Class Korean Consumers: An Examination of Factors Associated with Trading Up, Eunju Ko III. Cultural Factors in Buyer Behavior 6) The We-Me Culture: Marketing to Korean Consumers, Dae-Ryun Chang 7) Do the Little Emperors Rule? Comparing Informativeness and Appeal Types in Chinese vs. America and French Magazine Advertising, Lu Zheng, Joseph E. Phelps, Yorgo Pasadeos, and Shuhua Zhou 8) The Drivers of Customer Satisfaction with Industrial Goods an International Study, Fabian Festge and Manfred Schwaiger IV. Buyer Behavior in Interactive Contexts 9) The Exposure Effect of Unclicked Banner Advertisements: A Korean Perspective, Hee-Sook Yoon and Doo Hee Lee 10) Member Loyalty in On-Line Communities: The Relationship between Website Features and Loyalty, Kyung Hoon Kim and Yong Man Jung 11) Global Youth and Mobile Games: Applying the Extended Technology Acceptance Model in the U.S.A., Japan, Spain, and the Czech Republic, Shintaro Okazaki, Radoslav Skapa, and Ildefonso Grande 12) An Empirical Classification of Web Site Structure: A Cross-National Comparison, Koo Won Suh, Charles R. Taylor and Doo Hee Lee

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