Impression formation in mobile communication with Multimedia Caller Identification

Authors:
Kang Woo Lee;Kwan Min Lee;Hyunseung Choo
Affiliations:
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 South ...;School of Information and Communication Engineering, Sungkyunkwan University, Suwon 440-746, South Korea
Venue:
International Journal of Mobile Communications
Year:
2012

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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.