 A new way to guide consumer's choice: Retro-cueing alters the availability of product information in memoryAntonia Krefeld-Schwalb and Agnes Rosner Journal of Business Research, 2020, vol. 111, issue C, 135-147 Abstract: When choosing between products, consumers can consider several attributes describing the alternatives. Recent research has shown that the attributes' impact on the choice depends on their availability in memory. More precisely, retrieving information about an attribute gives the attribute a higher impact on the choice. These recent findings on the importance of memory availability for the decision-making process offer a new, and so far, unexplored opportunity to guide consumers' decision making. In the present study, we used eye tracking to explore how the availability of information drives consumers' information search and choice behavior. We found that making attribute information available in memory with a so-called retro-cue increased the probability of choosing the product recommended by the attribute and led to increased information search and subsequent choices in line with a compensatory decision strategy. In conclusion, the results of this study offer a new way to guide consumers' information search behavior and consumer choice. Keywords: Consumer behavior; Process tracing; Eye movements; Eye tracking; Multiattribute decisions; Adaptive decision making (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:111:y:2020:i:c:p:135-147 DOI: 10.1016/j.jbusres.2019.08.012 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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