Situation-Based Shifts in Consumer Web Site Benefit Salience: The Joint Role of Affect and Cognition

Sonja Wendel and Benedict Dellaert

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

Abstract: This study addresses the process by which differences in web site benefit salience arise in consumers’ minds for different anticipated usage situations. We investigate two routes by which situation may determine consumer benefit salience and find support for both route structures. The results indicate that individuals’ relative benefit importance ratings shift between different anticipated usage situations, both directly, and indirectly, through consumers’ anticipated affective states. Furthermore, the number of benefits that is rated as important by consumers is found to also differ depending on their anticipated affective states, providing further insight into why consumer benefit salience may vary across situations.

Keywords: HD9696.82; affective route; cognitive route; situatieafhankelijkheid; usage situation; web site benefit salience (search for similar items in EconPapers)
JEL-codes: C44 L15 M M31 (search for similar items in EconPapers)
Date: 2008-08-20
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