The Impact of Information Format on Consumer Search Order and Choice in an Online Setting

Ying Jiang, University of Connecticut
Girish Punj, University of Connecticut
This research investigates how online information presentation format influences consumer search order and choice. We expect that consumers will search the same digital attribute information earlier when a product is presented with more non-digital (vs. digital) attribute information. Such a tendency in the search order of attributes is likely to increase the impact of the digital attribute on choice. We also predict that consumers will examine alternatives with higher values on the visually salient attribute earlier. This tendency in the search order of alternatives is likely to increase the impact of the visually salient attribute on choice.
[ to cite ]:
Ying Jiang and Girish Punj (2007) ,"The Impact of Information Format on Consumer Search Order and Choice in an Online Setting", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 425-430.