Promoting Interactive Decision Aids on Retail Websites: A Message Framing Perspective with New versus Traditional Focal Actions |
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| Authors: | Els Breugelmans Clemens F. Köhler Benedict G.C. Dellaert Ko de Ruyter |
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| Affiliation: | 1. Department of Business Studies of Lessius University College, Korte Nieuwstraat 33, 2000 Antwerp, Belgium;2. Faculty of Business and Economics of the Catholic University of Leuven, Naamsestraat 69, 3000 Leuven, Belgium;3. School of Business and Economics of Maastricht University, P.O. Box 616, 6200 MD Maastricht, The Netherlands;4. Department of Business Economics, Erasmus School of Economics, Erasmus University Rotterdam, P.O. Box 1738, 3000 DR Rotterdam, The Netherlands |
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| Abstract: | 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. |
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