Measuring Misleadingness: The Preference-Conscious Choice Modelled and Observed

Viktor Smith (), Daniel Barratt (), Peter Møgelvang-Hansen () and Alexander U. Wedel Andersen ()
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Viktor Smith: Copenhagen Business School
Daniel Barratt: Copenhagen Business School
Peter Møgelvang-Hansen: Copenhagen Business School
Alexander U. Wedel Andersen: Woba.io

Chapter Chapter 3 in Misleading Marketing Communication, 2022, pp 25-32 from Springer

Abstract: Abstract The chapter addresses the methodological intricacies of investigating consumers’ spontaneous responses to product labelling and other forms of immediate product presentations and its impact on actual consumer behaviour. It proposes a new methodological approach as implemented in the so-called ShopTrip test paradigm which simulates natural e-shopping behaviour under relatively controlled conditions, thereby balancing some of the advantages and drawbacks of existing approaches.

Keywords: Consumer behaviour; Consumer expectations; Purchasing decisions; Experimental control; Ecological validity; Simulated e-shopping; Real-time behaviour monitoring; Eyetracking; Preference consciousness; Priming; Combined measures; Miscommunication (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-11206-5_3

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DOI: 10.1007/978-3-031-11206-5_3

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