A new way to guide consumer's choice: Retro-cueing alters the availability of product information in memory

authored by: Antonia Krefeld-Schwalb, Agnes Rosner
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.
External Organisation(s): University of Geneva
Universität Zürich (UZH)
Type: Article
Journal: Journal of business research
Volume: 111
Pages: 135-147
No. of pages: 13
ISSN: 0148-2963
Publication date: 04.2020
Publication status: Published
Peer reviewed: Yes
ASJC Scopus subject areas: Marketing
Sustainable Development Goals: SDG 12 - Responsible Consumption and Production
Electronic version(s): https://doi.org/10.1016/j.jbusres.2019.08.012 (Access: Closed)