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A descriptive survey of a stratified random sample of 326 undergraduates from a large, diverse university in Los Angeles was conducted to assess whether resistance to online shopping might be, in part, related to negative social perceptions of those who shop online. Indirect questioning showed that students perceived online student shoppers as more lazy and less likely to fear for the safety and security of others but also as more trustworthy, attractive, successful, and smart. Differences in social perceptions were not related to these students' own online spending.

From an Elaboration Likelihood Model perspective, it was hypothesized that postexposure awareness of deceptive packaging claims would have a greater negative effect on scores for purchase intention by consumers lowly involved rather than highly involved with a product (n=40). Undergraduates who were classified as either highly or lowly (ns=20 and 20) involved with M&Ms examined either a deceptive or nondeceptive package design for M&Ms candy and were subsequently informed of the deception employed in the packaging before finally rating their intention to purchase. As anticipated, highly deceived subjects who were low in involvement rated intention to purchase lower than their highly involved peers. Overall, the results attest to the robustness of the model and suggest that the model has implications beyond advertising effects and into packaging effects.

. From Snyder's (1987) suggestion that high self-monitors, relative to low self-monitors, choose form over function, it was hypothesized that high self-monitors should be more susceptible to humorous advertising and low self-monitors to nonhumorous advertising. Also, it was predicted that this interaction effect would be stronger for American male students than for female students. The results of a 2 x 2 x 2 (Humor x Self-Monitoring x Audience Gender) experimental research design failed to support this particular interaction hypothesis. However, self monitoring did significantly interact with audience gender in moderating responses to advertising. Taken together, the patterns of the significant self-monitoring and gender interactions showed that high self-monitoring men, relative to low self-monitoring men, tended to become more positive toward the advertisement, whereas high self-monitoring women, relative to low self-monitoring women, tended to become more negative. Within-cell correlations between cognitive responses and attitude suggested that the subjects engaged in systematic rather than heuristic processing of the advertisement.

Amount of purchase in a restaurant was larger when background music was soft than when loud, confirming prior research. Type of music (soft rock or classical) did not matter.