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The impact of product display formats on consumers’ exploratory search behavior and choice of novel product alternatives
ISBN
978-82-8247-285-2
Type
conference speech
Date Issued
2016-05
Abstract
This research examines how variations in a product display affect consumers’ choice of more novel product alternatives. We integrate prior work on learning behavior and assortment presentation and propose that an unstructured display format (i.e., via a random arrangement of the product assortment or by presenting familiar products in the non-foveal area of search) provokes greater exploratory search behavior of consumers which increases their (objective) product knowledge and makes them ultimately more likely to choose a novel product alternative. We provide large-scale evidence for this theorizing across various field and lab settings. These findings have important implications for research on exploratory product search and the effective design of product assortments―from both a retail and consumer welfare perspective.
Language
English
HSG Classification
contribution to scientific community
Publisher
European Marketing Academy
Start page
61
End page
61
Event Title
45th European Marketing Academy (EMAC) Annual Conference
Event Location
Oslo, Norway
Event Date
24.-27.05.2016
Subject(s)
Division(s)
References
http://www.emac2016.org/pop.cfm?FuseAction=Doc&pAction=View&pDocumentId=67997
Eprints ID
248429