Consumer Cognitive Perspectives of Web Ads: Country Comparisons, Analysis, and Implications

This study based the means-end chain methodology aims to understand consumer cognition of mutual fund advertisements on the Internet. Through constructing the hierarchical value maps, this study focuses mainly on elucidating consumer cognition of mutual funds, revealing cross-country website cognitive structures of mutual funds, comparing the differences in cognitive structures between consumers and cross-country websites and, finally, understanding important mutual fund attributes for both consumers and website designs in terms of values. The analytical results can not only provide marketers with valuable information for designing web ad content, but also be used to develop effective marketing strategies on the Internet.


Chin-Feng Lin (2010) ,"Consumer Cognitive Perspectives of Web Ads: Country Comparisons, Analysis, and Implications", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 374-385 .


Chin-Feng Lin, National Pingtung Institute of Commerce, Taiwan


NA - Advances in Consumer Research Volume 37 | 2010

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