The Cue-Of-The-Cloud Effect: When Cues of Online Information Availability Increase Purchase Intentions and Choice

Rajesh Bhargave, University of Texas at San Antonio, USA
Antonia Mantonakis, Brock University, Canada
Katherine White, University of British Columbia, Canada
Cues that highlight the presence of online product information are commonplace in offline purchase settings. Four studies, including a field study, show that these cues can enhance purchase intentions and choices. This occurs, because the cue makes consumers feel at ease in processing product information that is directly at hand.
[ to cite ]:
Rajesh Bhargave, Antonia Mantonakis, and Katherine White (2015) ,"The Cue-Of-The-Cloud Effect: When Cues of Online Information Availability Increase Purchase Intentions and Choice", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 463-464.