Promoting Interactive Decision Aids on Retail Websites: A Message Framing Perspective with New versus Traditional Focal Actions

Els Breugelmans, Clemens F. Köhler, Benedict Dellaert and Ko de Ruyter

Journal of Retailing, 2012, vol. 88, issue 2, 226-235

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.

Keywords: Interactive decision aids; Product recommendations; Message framing; Consumer behavior; Retail innovation adoption (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:88:y:2012:i:2:p:226-235

DOI: 10.1016/j.jretai.2011.10.003

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