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Choice deferral: The interaction effects of visual boundaries and consumer knowledge
Affiliation:1. Federal Institute of Education, Science and Technology of Rio Grande do Sul, Veranópolis, RS, Brazil;2. School of Management, Federal University of Rio Grande do Sul (UFRGS), Porto Alegre, RS, Brazil;3. Massachusetts Institute of Technology (MIT), Media Lab, Sociotechnical Systems Research Center, Cambridge, MA, USA;1. Department of Marketing, Honorary Professor of International Studies, McCoy College of Business, Texas State University, 601 University Drive, McCoy Hall – Office 424D, San Marcos, TX, 78666, USA;2. Department of Mgmt., Mktg., & I.S., College of Business Administration, Sam Houston State University, SHSU Box 2056, Huntsville, TX, 7734, USA;3. Marketing Department, College of Business, Florida Atlantic University, 3200 College Avenue Davie, FL, 33314, USA;1. School of Economics and Management, Nanjing University of Science and Technology, Nanjing, China. 200 Xiaolingwei Road, Nanjing, Jiangsu Province, 210094, PR China;2. Department of Business Administration, Nanjing University of Finance and Economics, Nanjing, China. 3 WenYuan Road, Nanjing, Jiangsu Province, 210023, PR China;3. School of Management, University of Science and Technology of China, 96 Jinzhai Road, Hefei, Anhui Province, 230026, PR China;1. Macau University of Science and Technology. School of Business Macau University of Science and Technology Avenida Wai Long, Taipa, Macao, PR China;2. Chongqing University of Technology College of Mechanical Engineering Chongqing University of Technology Chongqing, 400054, China;3. Jinan University Management School Jinan University, Guangzhou, 510632, PR China;4. Jinan University Institute of Physical Internet Jinan University (Zhuhai Campus), 519070, Zhuhai, PR China;5. Macau University of Science and Technology School of Business Macau University of Science and Technology Avenida Wai Long, Taipa, Macao, PR China;6. Jinan University School of Intelligent Systems Science and Engineering Jinan University (Zhuhai Campus), 519070, Zhuhai, PR China;7. Jinan University Institute of the Belt and Road & Guangdong-Hong Kong-Macao Greater Bay Area Jinan University Guangzhou,510632, PR China;1. College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, China;2. School of Business, Pusan National University, Busan, 46241, South Korea
Abstract:Choice deferral is a common and lousy phenomenon for companies and consumers. This research examines how visual boundaries (by-alternatives vs. attributes) interact with consumer knowledge to influence choice deferral. Five studies (N = 1,245) and two single-paper meta-analyses demonstrate that by-alternative (vs. attribute) visual boundaries reduce choice deferral and that choice difficulty mediates this effect. The research also shows that these effects are stronger for less knowledgeable consumers. However, the interactive effect of visual boundaries and consumer knowledge on choice deferral depends on task and context characteristics. We discuss future research about choice deferral moderators and how to facilitate consumer choice.
Keywords:Choice deferral  Visual boundaries  Choice difficulty  Consumer knowledge  Time pressure  Conflict
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