Details
| Original language | English |
|---|---|
| Pages (from-to) | 135-147 |
| Number of pages | 13 |
| Journal | Journal of business research |
| Volume | 111 |
| Early online date | 15 Aug 2019 |
| Publication status | Published - Apr 2020 |
| Externally published | Yes |
Abstract
When choosing between products, consumers can consider several attributes describing the alternatives. Recent research has shown that the attributes' impact on the choice depends on their availability in memory. More precisely, retrieving information about an attribute gives the attribute a higher impact on the choice. These recent findings on the importance of memory availability for the decision-making process offer a new, and so far, unexplored opportunity to guide consumers' decision making. In the present study, we used eye tracking to explore how the availability of information drives consumers' information search and choice behavior. We found that making attribute information available in memory with a so-called retro-cue increased the probability of choosing the product recommended by the attribute and led to increased information search and subsequent choices in line with a compensatory decision strategy. In conclusion, the results of this study offer a new way to guide consumers' information search behavior and consumer choice.
Keywords
- Adaptive decision making, Consumer behavior, Eye movements, Eye tracking, Multiattribute decisions, Process tracing
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
Sustainable Development Goals
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In: Journal of business research, Vol. 111, 04.2020, p. 135-147.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - A new way to guide consumer's choice: Retro-cueing alters the availability of product information in memory
AU - Krefeld-Schwalb, Antonia
AU - Rosner, Agnes
N1 - Publisher Copyright: © 2019 Elsevier Inc.
PY - 2020/4
Y1 - 2020/4
N2 - When choosing between products, consumers can consider several attributes describing the alternatives. Recent research has shown that the attributes' impact on the choice depends on their availability in memory. More precisely, retrieving information about an attribute gives the attribute a higher impact on the choice. These recent findings on the importance of memory availability for the decision-making process offer a new, and so far, unexplored opportunity to guide consumers' decision making. In the present study, we used eye tracking to explore how the availability of information drives consumers' information search and choice behavior. We found that making attribute information available in memory with a so-called retro-cue increased the probability of choosing the product recommended by the attribute and led to increased information search and subsequent choices in line with a compensatory decision strategy. In conclusion, the results of this study offer a new way to guide consumers' information search behavior and consumer choice.
AB - When choosing between products, consumers can consider several attributes describing the alternatives. Recent research has shown that the attributes' impact on the choice depends on their availability in memory. More precisely, retrieving information about an attribute gives the attribute a higher impact on the choice. These recent findings on the importance of memory availability for the decision-making process offer a new, and so far, unexplored opportunity to guide consumers' decision making. In the present study, we used eye tracking to explore how the availability of information drives consumers' information search and choice behavior. We found that making attribute information available in memory with a so-called retro-cue increased the probability of choosing the product recommended by the attribute and led to increased information search and subsequent choices in line with a compensatory decision strategy. In conclusion, the results of this study offer a new way to guide consumers' information search behavior and consumer choice.
KW - Adaptive decision making
KW - Consumer behavior
KW - Eye movements
KW - Eye tracking
KW - Multiattribute decisions
KW - Process tracing
UR - http://www.scopus.com/inward/record.url?scp=85070546174&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2019.08.012
DO - 10.1016/j.jbusres.2019.08.012
M3 - Article
VL - 111
SP - 135
EP - 147
JO - Journal of business research
JF - Journal of business research
SN - 0148-2963
ER -