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


Krefeld-Schwalb, Antonia; Rosner, Agnes (2020). A new way to guide consumer's choice: Retro-cueing alters the availability of product information in memory. Journal of Business Research, 111:135-147.

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.

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.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Psychology
Dewey Decimal Classification:150 Psychology
Scopus Subject Areas:Social Sciences & Humanities > Marketing
Uncontrolled Keywords:Marketing
Language:English
Date:1 April 2020
Deposited On:27 Aug 2019 11:25
Last Modified:22 Mar 2024 02:43
Publisher:Elsevier
ISSN:0148-2963
Additional Information:This paper is an accepted manuscript and not the copy of record and may not exactly replicate the final, authoritative version of the article. The final article is available at: https://www.sciencedirect.com/science/article/pii/S0148296319304825?via%3Dihub
OA Status:Green
Publisher DOI:https://doi.org/10.1016/j.jbusres.2019.08.012
Project Information:
  • : FunderSNSF
  • : Grant ID100014_172806
  • : Project TitleParameter Intercorrelations in Cognitive Models - Prevalence, Causes, and Solutions
  • : FunderSNSF
  • : Grant IDPP00P1_157432
  • : Project TitleUnderstanding the Role of Memory in Judgments and Decisions: The Influence of Exemplars
  • Content: Accepted Version
  • Language: English
  • Licence: Creative Commons: Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0)