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When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices

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  • Mandel, Naomi
  • Johnson, Eric J
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    Abstract

    This article extends the idea that priming can influence preferences by making selected attributes focal. Our on-line experiments manipulate the background pictures and colors of a Web page, affecting consumer product choice. We demonstrate that these effects occur for both experts and novices, albeit by different mechanisms. For novices, priming drives differences in external search that, in turn, drive differences in choice. For experts, we observe differences in choice that are not mediated by changes in external search. These findings confirmed that on-line atmospherics in electronic environments could have a significant influence on consumer choice. Copyright 2002 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 29 (2002)
    Issue (Month): 2 (September)
    Pages: 235-45

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    Handle: RePEc:ucp:jconrs:v:29:y:2002:i:2:p:235-45

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. BALAGUE, Christine & LEE, Janghyuk, 2004. "Dynamic modeling of web purchase behavior and e-mailing impact by Petri net," Les Cahiers de Recherche 804, HEC Paris.
    2. Marianne Bertrand & Dean S. Karlan & Sendhil Mullainathan & Eldar Shafir & Jonathan Zinman, 2005. "What's Psychology Worth? A Field Experiment in the Consumer Credit Market," Working Papers 918, Economic Growth Center, Yale University.
    3. Bosnjak, Michael & Galesic, Mirta & Tuten, Tracy, 2007. "Personality determinants of online shopping: Explaining online purchase intentions using a hierarchical approach," Journal of Business Research, Elsevier, vol. 60(6), pages 597-605, June.
    4. Maurer, Steven D. & Liu, Yuping, 2007. "Developing effective e-recruiting websites: Insights for managers from marketers," Business Horizons, Elsevier, vol. 50(4), pages 305-314.
    5. Deutskens,Elisabeth & Ruyter,Ko,de & Wetzels,Martin, 2005. "An Assessment of Measurement Invariance between Online and Mail Surveys," Research Memorandum 003, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    6. Chiachi Tsan & Hsin-Fu Chen, 2013. "Formation of Brand Evidence in Retail Banks," Diversity, Technology, and Innovation for Operational Competitiveness: Proceedings of the 2013 International Conference on Technology Innovation and Industrial Management, ToKnowPress.
    7. Jack Walker, H. & Feild, Hubert S. & Giles, William F. & Bernerth, Jeremy B. & Short, Jeremy C., 2011. "So what do you think of the organization? A contextual priming explanation for recruitment Web site characteristics as antecedents of job seekers' organizational image perceptions," Organizational Behavior and Human Decision Processes, Elsevier, vol. 114(2), pages 165-178, March.
    8. Eric Johnson & Suzanne Shu & Benedict Dellaert & Craig Fox & Daniel Goldstein & Gerald Häubl & Richard Larrick & John Payne & Ellen Peters & David Schkade & Brian Wansink & Elke Weber, 2012. "Beyond nudges: Tools of a choice architecture," Marketing Letters, Springer, vol. 23(2), pages 487-504, June.
    9. Aerni, Philipp & Rae, Allan & Lehmann, Bernard, 2009. "Nostalgia versus Pragmatism? How attitudes and interests shape the term sustainable agriculture in Switzerland and New Zealand," Food Policy, Elsevier, vol. 34(2), pages 227-235, April.
    10. Aerni, Philipp, 2009. "What is sustainable agriculture? Empirical evidence of diverging views in Switzerland and New Zealand," Ecological Economics, Elsevier, vol. 68(6), pages 1872-1882, April.
    11. Elisabeth Deutskens & Ad Jong & Ko Ruyter & Martin Wetzels, 2006. "Comparing the generalizability of online and mail surveys in cross-national service quality research," Marketing Letters, Springer, vol. 17(2), pages 119-136, April.
    12. Kwon, Kyoung-Nan & Lee, Jinkook, 2009. "The effects of reference point, knowledge, and risk propensity on the evaluation of financial products," Journal of Business Research, Elsevier, vol. 62(7), pages 719-725, July.
    13. Weber, Elke U. & Johnson, Eric J., 2012. "Psychology and behavioral economics lessons for the design of a green growth strategy," Policy Research Working Paper Series 6240, The World Bank.
    14. Bingxiao Wu, 2014. "Information Presentation and Consumer Choice: Evidence from Assisted Reproductive Technology (ART) Success Rates Reports," Departmental Working Papers 201410, Rutgers University, Department of Economics.
    15. Luqiong Tong & Yuhuang Zheng & Ping Zhao, 2013. "Is money really the root of all evil? The impact of priming money on consumer choice," Marketing Letters, Springer, vol. 24(2), pages 119-129, June.
    16. Sahay, Arvind, . "Market-Driving Behaviors: A Framework for Developing Theory and Practice," IIMA Working Papers WP2013-05-07, Indian Institute of Management Ahmedabad, Research and Publication Department.
    17. Puccinelli, Nancy M. & Deshpande, Rohit & Isen, Alice M., 2007. "Should I stay or should I go? Mood congruity, self-monitoring and retail context preference," Journal of Business Research, Elsevier, vol. 60(6), pages 640-648, June.

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