Authors: Kang Woo Lee; Kwan Min Lee; Hyunseung Choo
Addresses: Department of Interaction Science, Sungkyunkwan University, 53 Myeongnyun-dong, 3-ga, Jongno-gu, Seoul, 110-745, South Korea ' Department of Interaction Science, Sungkyunkwan University, 53 Myeongnyun-dong, 3-ga, Jongno-gu, Seoul, 110-745, South Korea; Annenberg School for Communication and Journalism, University of Southern California, Los Angeles, CA 90089-7725, USA ' School of Information and Communication Engineering, Sungkyunkwan University, Suwon 440-746, South Korea
Abstract: This study examines the influence on impression formation of Multimedia Caller Identification (MCID), which is a new video-content display application for mobile phones. In a 2 × 2 factorial experiment, the kindness and expertise of a car dealer in an automobile telemarketing simulation are sequentially combined and presented as both visual MCID and verbal script content. Experimental results suggest that presenting visually kind and verbally intelligent content would be the best strategy for achieving more positive evaluations from clients in mobile-marketing situations. Our study provides practical considerations for impression formation using MCID in mobile phone communication.
Keywords: visual MCID; multimedia caller identification; social impression; kindness; expertise; verbal script content; impression formation; mobile communications; video content display; mobile phones; cell phones; car dealers; automobile industry; automotive telemarketing; simulation.
International Journal of Mobile Communications, 2012 Vol.10 No.3, pp.323 - 336
Received: 08 May 2021
Accepted: 12 May 2021
Published online: 19 Jul 2012 *