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

Antonia Krefeld-Schwalb*, Agnes Rosner

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

2 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)135-147
Number of pages13
JournalJournal of Business Research
Volume111
DOIs
Publication statusPublished - Apr 2020
Externally publishedYes

Bibliographical note

Funding Information:
We thank Benjamin Scheibehenne for his comments and support while we prepared the manuscript and planned our research. We also thank Yvonne Oberholzer and Ursa Bernadic for their helpful comments, as well as Sami Agraniou, Cecilia Galvan, Kieran Schubert, Michelle Sedlak and Carlos Rey for collecting the data and Alex Kern for providing a server for the online experiment. We thank Anita Todd for proofreading the manuscript. The authors gratefully acknowledge the support of the Swiss National Science Foundation (grants 157432 and 172806 ).

Publisher Copyright:
© 2019 Elsevier Inc.

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