Sending Social Impression via a Mobile Phone

Springer-Verlag, vol. 351, pp. 267-276, Apr. 2011

KangWoo Lee, Kwan Min Lee, and Hyunseung Choo


Multimedia caller identification (MCID) is a new application for mobile phones that displays video contents. Its roles in impression formation were examined in automobile telemarketing context. The expertise and kindness of a car dealer are presented in both visual MCID and verbal conversation contents. Experimental results show that the MCID content elicits higher ratings of kindness, whereas conversation content elicits higher ratings of expertise. Information related to car sales can be effectively delivered by how the visual and verbal contents are combined. These results also suggest that showing visually kind and verbally intelligent would be the best strategy for achieving more positive evaluation from clients of telemarketing.





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