Promoting Interactive Decision Aids on Retail Websites: A Message Framing Perspective with New vs. Traditional Consumer Actions

E Breugelmans, CF Koehler, Benedict Dellaert, K De Ruyter

Research output: Contribution to journalArticleAcademicpeer-review

11 Citations (Scopus)

Abstract

Online retailers significantly benefit when consumers use interactive decision aids (IDAs). In this study, we investigate how to best design messages that promote IDA use. Using an extended message framing perspective, we propose that messages about consumers' traditional action (searching) increase usage intentions more than messages about the new action (IDA use). Results from two experiments confirm that this holds across both high and low involvement categories and in particular when the traditional action frame is combined with a loss outcome. We also demonstrate that familiarity with the message's focal action mediates this effect.
Original languageEnglish
Pages (from-to)226-235
Number of pages10
JournalJournal of Retailing
Volume88
Issue number2
DOIs
Publication statusPublished - 2012

Research programs

  • ESE - MKT

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