haku: @author Mandel, N. / yhteensä: 1
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| Tekijä: | Mandel, N. Johnson, E.J. |
| Otsikko: | When Web pages influence choice: Effects of visual primes on experts and novices |
| Lehti: | Journal of Consumer Research
2002 : SEP, VOL. 29:2, p. 235-245 |
| Asiasana: | Consumer behaviour Psychology Communication Information technology Internet |
| Vapaa asiasana: | WWW |
| Kieli: | eng |
| Tiivistelmä: | This article extends the idea that priming can influence preferences by making selected attributes focal. On-line experiments used manipulate the background pictures and colors of a Web page, affecting consumer product choice. It is demonstrated that these effects occur for both experts and novices, albeit by different mechanisms. For novices, priming drives differences in external search that, in turn, drive differences in choice. For experts, differences are observed in choice that are not mediated by changes in external search. These findings confirm that on-line atmospherics in electronic environments could have a significant influence on consumer choice. |
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