A Two-Stage Cognition Model of Online Shopping

Wei Chen, University of Connecticut, USA
Shuai Yang, University of Connecticut, USA
Sixing Chen, University of Connecticut, USA
In an online shopping context, consumers adopt a two-stage cognition approach when they are choosing among products. In stage one, consumers unconsciously process information and in stage two, consumers spend more time evaluating the products consciously. When unconscious and conscious cognitions are consistent, consumers enhance their beliefs about the products and increase their purchase likelihood. However, if the cognitions from two stages are conflict, lowly (highly) involved consumers rely more on their unconscious (conscious) cognition to make decisions.
[ to cite ]:
Wei Chen, Shuai Yang, and Sixing Chen (2011) ,"A Two-Stage Cognition Model of Online Shopping", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 897-899.