Deciding Without Reflecting is Like Thinking Without Concluding - The Impact of Contextual Experiences on Consumer Decision Making.
Type
conference paper
Date Issued
2016-05-24
Author(s)
Abstract
Human decision making does not exist in isolation, but is determined by consumers’ prior experiences expressed by the notion of “context-dependent choice” (Schwarz 2004). Few research has examined the effect of contextual factors on consumer decision making and there is a specific lack regarding how pre-shopping factors affect consumer decision making (Shankar 2010; Bell et al. 2011). The present research examines how consumers’ fluency experiences (e.g., experienced prior visiting a website) on their path to purchase affects their decision confidence. We provide novel insights into how fluency affects decision making by showing how predecisional fluency and subsequent fluency affect subsequent decision confidence. The insights of this research inform marketing practitioners about how to use referrer information to determine consumers’ experiences.
Language
English
HSG Classification
contribution to practical use / society
HSG Profile Area
SoM - Business Innovation
Book title
European Marketing Association Conference (EMAC)
Publisher
European Marketing Association
Publisher place
Oslo, Norway
Volume
Conference Program
Start page
190
End page
190
Pages
271
Event Title
European Marketing Association Conference (EMAC)
Event Location
Oslo, Norway
Event Date
2016
Subject(s)
Eprints ID
248371