Overcoming information overload in retail environments: Imagination and sales promotion in a wine context |
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| Affiliation: | 1. University of North Texas, 1155 Union Circle, Denton, TX, 76203 USA;2. Georgia Southern University, 1332 Southern Drive, Statesboro, GA, 30458 USA;1. School of Business, University of the Sunshine Coast, Sippy Downs, Australia;2. Department of Marketing, Faculty of Management, Bournemouth University, Executive Business Centre, 89 Holdenhurst Road, Bournemouth BH23 2EL, United Kingdom;1. University of New South Wales, UNSW Business School, UNSW Australia, Sydney, NSW, 2052 Australia;2. University of Auckland, Department of Marketing, 12 Grafton Rd, Auckland, 1010 New Zealand;3. Western Sydney University, School of Business, Locked Bag 1797, Penrith, New South Wales, 2751 Australia;4. HMC Open University, Postgraduate School, 97 Vo Van Tan St., District 3, HCMC, Vietnam;5. Green World Trading Service Co., Ltd, 4 Phung Khac Khoan St., Dist. 1, HCMC, Vietnam;1. Department of Finance and Marketing, Eastern Washington University, Bellevue Campus, 3000 Lander Holm Circle Se, Bellevue, WA 98007, USA;2. Department of Information Systems and Business Analytics, 668 N. Riverpoint Blvd Suite A, Spokane, WA 99202, USA;1. School of Business, University of the Thai Chamber of Commerce, 126/1 Vibhavadee-Rangsit Rd, Dindaeng, Bangkok 10400, Thailand;2. Griffith Business School, Department of Tourism, Leisure, Hotel and Sport Management, Gold Coast campus, Griffith University, PMB 50 Gold Coast Mail Centre Queensland, 9726, Australia |
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| Abstract: | Information overload is a common problem in retail environments. Reducing information in a retail environment is not always feasible or desirable given the plethora of products and extent of limitations on retailers in terms of merchandising and display decisions. Therefore, retailers need other ways of overcoming information overload than simply reducing the amount of information. However, extant research is unsettled with respect to arguments in favor of and against adverse effects of information overload. To enhance our understanding of these issues, the present research presents two studies that investigate the moderating role of consumer decision processing approaches in an information overload retail space. The findings reveal that the consumer imagination offers a more efficient processing route, circumventing the frustration associated with information overload and leading to enhanced consumer outcomes compared to the less efficient consideration route. Further, heuristic processing triggered by sales promotions in high information retail environments lead to piqued arousal and enhanced consumer imagination, ultimately bolstering consumer responses to the product. Implications, limitations, and future research directions are discussed. |
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| Keywords: | Information overload Consumer imagination Sales promotion Information processing Wine |
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