The aim of this study is to investigate the positive impact of accented voice-over ads in the globalized consumer market and the factors that affect the purchasing intentions for the products being advertised. Two studies were conducted to examine the factors that affect consumers’ perceptions, attitude, and purchase intentions of the voiceovers in online advertisements.

Online consumer reviews have become a substantial part of consumers’ decision-making process as they provide consumers abundant information on products and services. Some individuals will pay attention to certain components (e.g. price), whereas some will focus on other components such as images.

This study examines Japanese and Americans’ perceptions of disaster ads. The three-selves model is used to explain the in-group and out-group effects of disaster ads, while the theory of planned behavior is used to explain the antecedents of a donor’s attitude toward disaster ads. Donation motivation, donation belief, social influence, attitude towards helping charities, attitude toward helping others, affective responses, cognitive responses, and willingness to donate were examined. For a 2 x 2 experimental treatment, two disaster locations (U.S. and Japan) and two types of ads (factual and emotional) were used. The findings imply that Americans’ donation motivation and donation belief are significantly related to attitude toward helping charities. The attitude toward helping charities is strongly related to cognitive response and willingness to donate. For Japanese, donation motivation and social influence are strongly related to attitude toward helping charities and others. Also, attitude toward helping charities influences cognitive response, and attitude toward helping others affects affective response. A managerial implication, for Japanese, is that cultivating a positive attitude toward helping charities and others is important to increase cognitive and affective responses toward ads and the responses directly related to willingness to donate. For Americans, emphasizing positive attitude toward helping charities is important to increase a positive cognitive response which is related to willingness to donate.

This research was conducted to examine repeat online grocery shoppers behavior based on the S-O-R paradigm (Mehrabian and Russell, 1974) for a five year time frame. Not considering any artificial intelligence, generally in the online shopping environment, the image of the store is communicated through their product and site offerings as well as their user-friendliness of the website. Childers et al. (2001) discussed hedonic aspects of an online store environment such as web atmospherics. Furthermore, with a growing importance of atmospheric cues, researchers are now paying attention to consumer characteristics (Moriuchi and Takahashi, 2018). In general, the results show that atmospherics has an impact on pleasure and satisfaction. Both pleasure and satisfaction have an effect on loyalty. Trust served as a moderator between O-R and was significant. Comparing between the 2012 and 2016 data, results show that satisfaction consumers in the 2012 sample did not see an impact on satisfaction on loyalty, and trust was not a moderating factor on satisfaction and loyalty. However, all the other hypothesized relationships were significant for the 2016 sample. The results suggest a couple of practical implications. First, the ease of navigation are important in pleasing and satisfying online grocery shoppers. Marketing practitioners should focus on how to make the overall website easily navigable. This could include having clear display of the products, reviewing of product descriptions and ease of going back to the main menu after adding items to cart. Second, marketing practitioners should focus their attention on the variety of products available and the quality of products available such as pleasure.