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The purpose of this paper is to investigate beliefs about and attitudes toward Web advertising (ATWA) among Iranian consumers, and the relationships between belief factors, ATWA, consumers’ Web advertising behavior, and purchase intention.

A quantitative, non-experimental, and descriptive-analytic survey design was used in this study. Data were collected from students of two big universities in Iran. A total of 416 questionnaires provided usable data and were analyzed using AMOS.

Product information, hedonic, social role, and irritation were significant predictors of ATWA. ATWA were found to be a significant positive predictor of consumer's Web advertising behavior and purchase intention.

The limitation is that convenience sampling was used in the research which may have resulted in sampling biases.

The paper extended the current body of knowledge on Web advertising by investigating the role of two new factors in Web advertising context. It has been conducted based on Wolin et al.'s (2002) work along with two additional factors; irritation and purchase intention.

The purpose of the paper is to define Iranian consumers' decision making styles.

A quantitative, non‐experimental, and descriptive‐analytic survey design was used in this study. The questionnaire statements were adapted from the instrument used by Sproles and Kendall. Like the study of Sproles and Kendall, the sample under consideration was made up of students. A convenience sample was drawn from students of two large universities (Tehran University and Azad University). A total of 650 questionnaires were distributed, and 600 of them were returned.

The results identified seven decision‐making styles: perfectionism consciousness, novelty and fashion consciousness, recreational and hedonistic consciousness, confused by over choice, impulsiveness and carelessness, price and value consciousness, and brand loyalty.

The limitation is that the sample used in this study was chosen from university students that may have resulted in sampling biases.

Considering previous studies showing that researchers have selected different populations and found different results. Also, it must be stressed that there is no research investigating Iranian consumer's decision making styles. Thus, this study added new empirical findings to the current body of knowledge through new evidences and also demonstrated new decision making style.