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Web Site Design, Self‐Monitoring Style, and Consumer Preference

This study aims to advance understanding of Internet interactions by considering the impact of Web site design and self-monitoring style on consumer preference. Four quasi-commercial Web sites were constructed containing identical information presented via a context-based (animated) or content-based (unanimated) design, and 2 advertisements of either image- or information-oriented style. Using a between-participants design, the study found that all individuals favored context-based over content-based Web site design. Matching advertising appeal to individual self-monitoring needs was found to increase Web site effectiveness of consumer preference for high self-monitors, and within Web site satisfaction and level of persuasion for low self-monitors. Results suggest that to reach their potential as a consumer-sensitive tool, Web sites must be engaging in their design and tailor their communications to accommodate individual differences.