A new way to guide consumer's choice: Retro-cueing alters the availability of product information in memory

verfasst von

Antonia Krefeld-Schwalb, Agnes Rosner

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.

Externe Organisation(en)

Universität Genf
Universität Zürich (UZH)

Typ

Artikel

Journal

Journal of business research

Band

111

Seiten

135-147

Anzahl der Seiten

13

ISSN

0148-2963

Publikationsdatum

2020

Publikationsstatus

Veröffentlicht

Peer-reviewed

Ja

ASJC Scopus Sachgebiete

Marketing

Ziele für nachhaltige Entwicklung

SDG 12 – Verantwortungsvoller Konsum und Produktion

Elektronische Version(en)

https://doi.org/10.1016/J.JBUSRES.2019.08.012 (Zugang: Unbekannt)