This article introduces the concept of motivating operation (MO) to the field of online consumer research. A conjoint analysis was conducted to assess the motivating impact of antecedent stimuli on online purchasing. Stimuli tested were in-stock status, price, other customers' reviews, order confirmation procedures, and donation to charity. The…

In this study, both the semantic and systematic desensitization methods were found to be significantly more effective than the implosive therapy and the control treatments in the modification of phobic behavior among the college student population. (Author)