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1 YU-JEN CHEN University of Maryland College Park Robert H. Smith School of Business Fax: J Van Munching Hall Phone: College Park, MD, EDUCATION University of Maryland, College Park, Maryland, USA, 2013 (expected) Ph.D., Marketing (Minor in Psychology) Dissertation: Investigation of Factors that Affect Online Consumers' Word-of-Mouth Behavior Co-chairs: Amna Kirmani and David Godes Committee: Joydeep Srivastava, Rebecca Hamilton, Charles Stangor National Cheng Kung University, Tainan, Taiwan, 2004 M.B.A, Graduate School of International Business with Concentration in Finance National Chiao Tung University, Hsinchu, Taiwan, 2002 B.S., Management Science RESARCH INTERESTS My research examines consumer communication on the Internet. I am particularly interested in why, where, and how online word-of-mouth occurs. MANUSCRIPT UNDER REVIEW Chen, Yu-Jen and Amna Kirmani, Persuasion Knowledge in Online Communication: The Consumer as Media Planner, Dissertation essay 1, under review at Journal of Consumer Research. DISSERTATION PAPERS Essay 1: Chen, Yu-Jen and Amna Kirmani, Persuasion Knowledge in Online Communication: The Consumer as Media Planner, preparing for submission to Journal of Consumer Research. The internet has made ordinary consumers marketing agents. Consumers can shape others opinions about a product or service by posting a review, discussing product features, and sharing their product information. Prior to posting product-related information, however, consumers must decide what information to share and with whom to share (i.e., the target audience). Although both these decisions are important, the literature on online WOM has focused on what people say (Chevalier and Mayzlin 2006) rather than with whom they communicate. This paper investigates how consumers select communication targets when posting consumption experience online. We use the Persuasion Knowledge Model (PKM; Friestad and Wright 1994) to derive predictions about where consumers choose to post reviews. In particular, we examine target knowledge in the form of posting choice between a brand-specific forum, frequented by brand loyal consumers, and a brand-neutral forum, frequented by a more general audience. We propose that motivation and message valence interact to determine the attention-getting ability of the post on different forums. Under an influence motive, positive messages about a brand are likely to be more attention-getting on a brand-neutral forum, while negative messages are more likely to be salient on a brand-specific forum. Under an affiliation motive, message valence is unlikely to matter; rather, the poster will July

2 choose the forum that is populated with individuals who are similar to the poster. Because the goal is to build and maintain relationships, the poster is likely to share information with in-group members, i.e., others who share their opinions about the topic at hand. In-group members are likely to pay attention to each other s posts, because of similar tastes and because of norms of voluntarism, reciprocity and trust (Mathwick et al 2008). Study 1 is an exploratory study that examines actual poster behavior to determine whether consumers have persuasion knowledge about where to post and their motives for posting. Analyzing posts from an online digital camera discussion forum (dpreview.com), we found that 78% of posts could be considered attempts at persuasion; however, a follow-up survey with a subset of posters revealed that posters did not see themselves as engaged in persuasion. Studies 2 and 3 were conducted in the lab, and manipulated the type of posting motive (influence vs. affiliation) as well as message valence (positive vs. negative). Both studies found support for the hypotheses. Participants with an influence motive preferred posting positive message on a brand neutral forum and negative message on a brand-specific forum. However, the forum choice of participants with an affiliation motive was unaffected by the valence of their experience. Moreover, in study 3, we showed that attention-getting ability mediates the impact of the motive x valence interaction on forum preference. Essay 2: Chen,Yu-Jen and David Godes, "Rating With Confidence: Rating Certainty and Word-of-Mouth Behavior," targeted at Journal of Marketing Research. Consumers evaluate products via ratings and reviews on websites such as Amazon.com and Yelp.com. It has been consistently shown that product ratings, as a part of WOM, have a significant impact on product sales (Chevalier and Mayzlin 2006). While most research has focused on the impact of product reviews or ratings on those reading them, little attention has been paid to the impact of ratings on those providing them. We address this question by investigating a product reviewer s subsequent WOM behavior after writing a review or rating a product. The interest in this question was raised by a pilot study that showed that different rating scales led to different levels of WOM. Participants asked to rate an experience on a 5-pt scale reported higher WOM intention compared with those rating on a 100-pt scale. To our knowledge, no existing theory explains this effect. We hypothesize that the result is driven by a general psychological construct which we label "rating certainty." We suggest that a product reviewer s true utility must be mapped to the platform s chosen rating scale. The fidelity of the mapping process in communicating the rater's true utility varies across contexts. This fidelity the extent to which one s chosen rating captures accurately her underlying utility is the essence of rating certainty. Rating certainty differs from attitude certainty in that the former captures one s certainty toward the rating while the latter captures certainty toward the attitude target. In our studies, we demonstrate that these two constructs are distinct. We propose that when a consumer has higher rating certainty, she is more likely to transmit WOM. In an online study, we examined the impact of rating scale on WOM and the mediating role of rating certainty. The study design was a 2 (rating scale: 2pt or 5 pt) x 2 (certainty measure order: rating certainty first (RC) or attitude certainty first (AC)). Participants first watched a video and then rated the video on either a 2-point or 5-point rating scale anchored from awful to excellent. In the RC condition, we measured rating certainty via four items:"how sure are you that the rating score you assigned is precise?", "How definite is your rating score of the video?", "The rating score I assigned was clear", and "The rating score I assigned was precise."( Cronbach's α=.95). Next, we measured participants attitude toward the video and their certainty with respect to the attitude measure (Barden and Petty 2008). In the AC condition, we first measured participants' attitude certainty and then their rating certainty. Finally, we assessed WOM likelihood. July

3 We found the predicted rating-scale effect: participants were more likely to transmit WOM in the 5-pt condition than in the 2 pt condition (M 2pt=2.2, M 5pt=2.8, p <.04). Moreover, rating certainty was higher in the 5 pt condition than in the 2 pt condition (M 2pt=6.4, M 5pt=7.6, p <.04). Notably, we find no effect of rating scale on attitude certainty: participants in the two scale conditions are equally certain about their attitude toward the video (M 2pt=8.0, M 5pt=7.9, p =.69). This suggests that rating scale is not a source of attitude certainty and, thus, that attitude certainty does not explain the effect of scale on WOM. Subsequent studies will investigate conditional boundaries? Specifically, we expect a scale label that focus on evaluator's self, compared to other consumers, will attenuate the impact of rating certainty on WOM. This is because rating certainty is no more associated with making product recommendations to others. OTHER RESEARCH IN PROGRESS Chen,Yu-Jen and David Godes, "Rating With Confidence: Rating Certainty and Word-of-Mouth Behavior," Dissertation essay 2. (targeted at Journal of Marketing Research) Hamilton, Rebecca, Ann Schlosser, and Yu-Jen Chen, "Hidden Profiles in the Context of Online Consumer Discussions." (targeted at Journal of Consumer Research) Chen, Yu-Jen and Amna Kirmani, "I Know Why You Are Posting: Detection of Persuasive Attempts In Online Posting Behavior." (targeted at Journal of Consumer Research) Srivastava, Joydeep, Dipankar Chakravarati, and Yu-Jen Chen, The Psychology of Trade-Ins: Why Integrated Pricing Presentation Benefit Consumers. (targeted at Journal of Consumer Psychology) Chen, Shun-Yu, Li-Ju Chen, Hsiang-Chih Hung, and Yu-Jen Chen, Indirect Effects Moderated Test in Mediation and Moderation Mixed Model- An Improved Path Analytic Approach. (targeted at Multivariate Behavioral Research) CONFERENCE PRESENTATIONS Chen, Yu-Jen and Dave Godes (2012), "Rating with Confidence: Rating Certainty and Word-of-Mouth Behavior,"(session chairs: Jonah Berger and Ezgi Akpinar) paper will be presented at Association for Consumer Research, Vancouver, BC. Chen, Yu-Jen and Dave Godes (2012), " Rating with Confidence: Rating Certainty and Word-of-Mouth Behavior," poster presented at Marketing Academic Research Colloquium, Pittsburgh, PA. Chen, Yu-Jen and Dave Godes (2012), "Product Rating: How Rating Certainty Affects Post-Rating WOM Likelihood," poster presented at Society for Consumer Psychology, Las Vegas, NV. Chen, Yu-Jen and Amna Kirmani (2011), Persuading Others Online: The Consumer as Media Planner, (session chair: Yu-Jen Chen) paper presented at Association for Consumer Research, St. Louis, OH. Chen, Yu-Jen and Amna Kirmani (2011), The Effect of Product Experience, Motives, and Product Type on Consumers Where to Post Decisions, poster presented at Society for Consumer Psychology, Atlanta, GA. Chen, Yu-Jen and Amna Kirmani (2009), From Why and What to Where I Post: Online Posting Behavior, poster presented at Association for Consumer Research, Pittsburgh, PA. Chen, Yu-Jen, Athena Huang, and Yi-Yueh Hung (2003), Starbucks expansion into European markets, paper presented at 6th Business Operations and Management Conference, Tainan, Taiwan. July

4 TEACHING INTERESTS Marketing Research, Global Marketing, Internet Marketing, Marketing Principle, Consumer Behavior, Marketing Management. REVIEWING EXPERIENCE Trainee Reviewer for Journal of Consumer Research Association for Consumer Research Conference, Working Paper Reviewer and Competitive Paper Reviewer Society for Consumer Psychology Conference, Competitive Paper Reviewer TEACHING EXPERIENCE Marketing Research Methods (Undergraduate), Instructor, Fall 2012, University of Maryland. Global Marketing (Undergraduate), Instructor, Spring 2010, University of Maryland, Teaching Evaluation 4.0/5. Marketing Management (MBA), Fall 2009, Teaching Assistant for Professor David Godes, University of Maryland. Multivariate Analysis (Graduate), Fall 2003, Teaching Assistant for Professor Shun-Yu Chen, National Cheng Kung University, Tainan, Taiwan. SERVICE PhD Student Volunteer, ACR Conference, October Member, Smith Behavioral Lab Manager Search Committee, Spring PhD Graduate Assistant, Netcentric Behavioral Lab, Robert H. Smith School of Business, University of Maryland, HONORS AND AWARDS Studying Abroad Scholarship, Ministry of Education, Taiwan, International Trading Scholarship, Taipei Importers & Exporters Association, President's Award, National Chiao Tung University, University Scholarship, National Chiao Tung University, Dean's Research Fellow, Fall 2007-Present July

5 DOCTORAL COURSEWORK (Overall GPA 3.76) Marketing Instructor Information Processing Rosellina Ferraro Seminar in Consumer Behavior Amna Kirmani Behavioral Research in Marketing Joydeep Srivastava Experimental Research in Marketing Rebecca Hamilton Marketing Strategy Roland Rust Marketing Models P.K. Kannan Psychology Fundamental of Social Psychology Judson Mills Group Processes Charles Stangor Social Psychology of Goals Arie Kruglanski Psychometrics Theory Mo Wang Research Methods Marketing Models in R Michel Wedel Quantitative Methods George Macready REFERENCES Amna Kirmani Director Smith Doctoral Programs Professor of Marketing (301) David Godes Associate Professor of Marketing (301) Rebecca Hamilton Associate Professor of Marketing (301) July

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