Dr. Sumitra Auschaitrakul (Ph.D.)
Title: Assistant Professor in Marketing
|Papers in Peer-Reviewed Journals|
|• Auschaitrakul, S., & Mukherjee, A. (2017). Online display advertising: The influence of web site type on advertising effectiveness. Psychology & Marketing, 34(4), 463-480.|
|• King, D., & Auschaitrakul, S. (2020). Symbolic Sequence Effects on Consumers’ Judgments of Truth for Brand Claims. Journal of Consumer Psychology, 30(2), 304-313.|
1.The Influence of Web Site Type on Advertising Effectiveness （Published at Psychology & Marketing ）
This research shows that online display advertising is more effective in terms of attitudes toward the ad and brand when it appears on commercial Web sites such as Walmart or Amazon, compared to social Web sites such as LinkedIn or Facebook. Consistent with a fit‐fluency mechanism, this effect of Web site type on advertising effectiveness was found to be driven by higher feelings of processing fluency on commercial compared to social Web sites. Further consistent with a fit‐fluency framework, online display advertising was found to be more effective on brand compared to personal pages of social Web sites. These results contribute to the literature on Internet advertising by identifying Web site type as a new antecedent and fit‐fluency as a new mechanism underlying the effectiveness of online display advertising.
2. Symbolic Sequence Effects on Consumers’ Judgments of Truth for Brand Claims （Published at the Journal of Consumer Psychology）
We introduce symbolic sequence effects—the consequences of whether the sequence of the initial letters of a pair of words (e.g., a word representing a putative cause and another word representing a putative effect) conforms to the structure of symbolic sequences that are stored in the mind as overlearned natural language traces (“natural sequence”). We synthesize insights from psychophysics as well as numerical and natural language symbolic representations to demonstrate that consumers are able to unconsciously perceive the mere sequence of symbols contained in a brand claim, and that this sequence information influences judgments of truth. Across three experiments, we showed that when a brand claim is structured in a way that is consistent with the natural sequence of symbols (“A causes B” rather than “B causes A”), people experience feelings of sequential fluency, which in turn influences judgments of truth. This occurs despite the inability of participants to attribute the true source of the feelings. Our results suggest that carefully designed brand claims are likely to benefit from this natural sequencing. These findings provide important contributions to the literatures on processing fluency, branding, and advertising. These findings also have sobering societal implications and warn that fake news might be more persuasive if the perpetrators understand symbolic sequencing techniques.