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The author examined effects of endorser type and message framing on visual attention and ad effectiveness in health ads, including the moderator of involvement. This paper aims to discuss this issue.

An experiment was conducted with a 2 (celebrity vs. expert) × 2 (positive vs. negative framing) between-subject factorial design. Eye-tracking measured visual attention and a questionnaire measured ad effectiveness and product involvement.

Experimental data from 78 responses showed no vampire effect in the health advertisements. Celebrity endorsement with negative message framing received more attention and had less ad recall than that with positive message framing. Negative and positive message framing attracted the same amount of attention and ad recall in the expert endorsement condition. High involvement participants paid more attention to the ad message with the expert than that with the celebrity, but ad recall was not significantly increased. Low involvement participants exhibited the same attention to the ad message with the expert and with the celebrity, but had greater recall of the ad message with the expert. Visual attention to the endorser was associated with ad attitude but not with ad recall. Ad attitude impacted behavioral intention.

Studies examining influences of celebrity and message framing on ad effectiveness have focused on the response to advertising stimuli, not the information process. The author provides empirical evidence of the viewers' information processing of endorsers and health messages, and its relationship with ad effectiveness. The study contributes to the literature by combining endorser and message framing in health ads to promote public health communication from the information processing perspective.

This study examines factors influencing viewers' impulse buying intention in live streaming. The authors draw upon the value theory to theorize how the product (i.e., local presence) and para-social interaction (PSI) in live-streaming shopping improve customers' shopping values and how these values subsequently influence their urge to buy impulsively. In addition, the authors examine value differences in live-streaming shopping through gender differences and previous shopping experiences.

An online survey was conducted in this study. Members with browsing or shopping experience of live-streaming shopping sites were invited. The structural equation model was used to conduct confirmative factor analysis (CFA) to assess the convergent validity (item loadings), internal consistency (reliability), discriminant validity, causality hypotheses, and mediating effects.

Utilitarian value appears more important than hedonic value in influencing consumers' urge to buy impulsively. Moreover, PSI with the co-viewers is more influential than PSI with the streamer on utilitarian and hedonic values. Finally, gender differences and prior live-streaming shopping experience moderate the relationship between shopping values and the urge to buy impulsively.

The authors extend the concept of PSI from a celebrity (the streamer) to co-viewers and find that PSI with co-viewers is crucial to impulse buying in live streaming. Additionally, the authors’ finding reveals that consumers with individual differences may react differently to the same set of perceived values in determining the level of their impulse shopping intention.

The purpose of this paper is to examine village heads’ information seeking and decision making in 2014 Kaohsiung Blast and to analyze if the current disaster trainings help those leaders to enhance disaster risk deduction in an unprecedented disaster.

This study adopts after-action review and information seeking and decision making literature both from communication research and disaster research. Document analysis, and in-depth interviews with 13 village heads, 1 district officer, and 15 residents from the affected areas are conducted.

This study finds that the village heads have received trainings of regular types of disasters; however, most of them act like lay people in Kaohsiung Blast. In the beginning of the gas leaking, village heads slack off when first respondents arrive. After the Blast, most of them wait for authority orders and cannot launch minimum self-help and community help which they learned from the trainings.

This study confirms that the leadership research should take different categories and levels of leaders into consideration to distinguish public leaders from non-public leaders, professional disaster risk reduction leaders from non-professional leaders, and higher authorities from basic levels of government. The findings from this study provide a basis for the rational design of the job descriptions of village leaders.

This study is the first empirical research to investigate first-level but non-professional disaster management staffs’ information seeking and decision making after an unprecedented disaster in Taiwan.

The purpose of this research is to disprove the common assumptions of research into privacy concerns from an adversarial paradigm, which does not work in the context of the internet. These assumptions usually claim that internet users who have higher privacy concerns will disclose less information, and that data subjects are always adversarial to data users without considering social contexts.

The study surveyed 400 respondents from China, The Netherlands, Taiwan and the USA. It examined not only their privacy concerns, but also their actual practices, in order to identify any similarities between concerns and practices.

This study proved that internet users' privacy concerns do not reflect their privacy practices and showed how social contexts (Web category) influence users' privacy practices. Respondents from China, The Netherlands, Taiwan and the USA perceive Website categories in different ways, reflecting the influences of political systems, cultural background and economic development.

This study maintains that future research on online privacy should take contexts or situations into account. To confirm this, additional research should be undertaken on how social contexts in other countries affect users' privacy concerns and practices. Investigators should also study what makes users more likely to disclose information.

This study suggests that legislation provides the basic protection, while self‐regulation supplies the detailed principles of online privacy. Privacy education teaches users how to create their “zone of privacy” and how to be responsible for their online practices, in order to build an abuse‐free information environment on the internet.

The two major purposes of this paper are as follows: first, to identify those appropriate key attributes that a commercial avatar promoting a leisure service must have in terms of likeability, expertise, credibility and attractiveness, with the final purpose of stimulating millennials' acceptance (emotions, buying intentions and electronic word of mouth [eWOM]) and second, to compare if men and women expect the same attributes in a successful avatar.

A three avatar designs were prepared for this experiment. Then, they were presented to the respondents to be evaluated changing the order of appearance for avoiding biases: (attractive/likeable, expert/credible and normal/basic avatars). The participants were recruited using an online procedure. The final sample size was 104 consumers. They provided 302 valid responses about the three different avatars. A restaurant chain Chili's in Peru was used to define this experiment.

Findings of the study indicated that the design attributes of an avatar and the desired effects were related terms. Second, an expert/credible avatar worked better than an atractive/likeable one and also better than a common avatar, especially among the feminine target.

This paper tries to develop a guide for executives or entrepreneurs immersed in the gastronomic field in Peru, to enable them to make appropriate decisions regarding the definition of an attractive and disruptive web page design with an innovative tool: efficient commercial avatars.