Promoting Interactive Decision Aids on Retail Websites: A Message Framing Perspective with New versus Traditional Focal Actions
Online retailers significantly benefit when consumers use interactive decision aids (IDAs). In this study, we investigate how to best design messages that promote IDA use. Using an extended message framing perspective, we propose that messages about consumers' traditional action (searching) increase usage intentions more than messages about the new action (IDA use). Results from two experiments confirm that this holds across both high and low involvement categories and in particular when the traditional action frame is combined with a loss outcome. We also demonstrate that familiarity with the message's focal action mediates this effect.
|Keywords||Consumer behavior, Interactive decision aids, Message framing, Product recommendations, Retail innovation adoption|
|Persistent URL||dx.doi.org/10.1016/j.jretai.2011.10.003, hdl.handle.net/1765/37794|
Breugelmans, E., Köhler, C., Dellaert, B.G.C., & de Ruyter, K.. (2012). Promoting Interactive Decision Aids on Retail Websites: A Message Framing Perspective with New versus Traditional Focal Actions. Journal of Retailing, 88(2), 226–235. doi:10.1016/j.jretai.2011.10.003