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Title: Promoting interactive decision aids on retail websites: a message framing perspective with new vs. traditional focal actions
Authors: Breugelmans, Els ×
Köhler, Clemens F.
Dellaert, Benedict
de Ruyter, Ko #
Issue Date: 2012
Publisher: Elsevier Advanced Technology Publications
Series Title: Journal of Retailing vol:88 issue:2 pages:226-235
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.
ISSN: 0022-4359
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Faculty of Economics and Business (FEB) - miscellaneous
Research Centre for Marketing and Consumer Science, Leuven
Department of Marketing Management, Campus Carolus Antwerp
× corresponding author
# (joint) last author

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