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.


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.


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


NA - Advances in Consumer Research Volume 44 | 2016

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