Online Retailing Is Here to Stay - the Effects of Product-Context Levels on Consumer Decision Making.

We investigate the role of context (with or without) in online product presentations and its influence on the consumer’s value perception. High context presentations generate increased value through increased mental imagery. The level of involvement and the consumer’s implicit theory moderate the relationship. Our results help improving online shopping experiences.



Citation:

Jan Meyer, Eva Gonzalez Hernandez, and Paz Toldos Romero (2016) ,"Online Retailing Is Here to Stay - the Effects of Product-Context Levels on Consumer Decision Making.", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 749-749.

Authors

Jan Meyer, Tecnológico de Monterrey, MEXICO
Eva Gonzalez Hernandez, Tecnológico de Monterrey, MEXICO
Paz Toldos Romero, Tecnológico de Monterrey, MEXICO



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

L1. The Effects of Cultural Syndromes on Customers’ Responses to Service Failures: A Perspective-Flexibility-Based Mechanism

Vincent Chi Wong, Lingnan University
Robert Wyer Jr., University of Cincinnati, USA

Read More

Featured

Morality Matters in the Marketplace: The Influence of Morally Based Attitudes on Consumer Purchase Intentions

Andrew Luttrell, Ball State University
Jacob Teeny, Ohio State University, USA
Richard Petty, Ohio State University, USA

Read More

Featured

A5. Trusting the Tweeting President: Inside the Donald's reality: Gaslighting, pschometrics and social media

Dianne Dean, University of Hull
Fiona Walkley, Hull University Business School
Robin Croft, Brunel University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.