The Depiction of Individuals and Bundled Presentations in Online-Catalogues
- Author(s)
- Sandra Pauser, Claus Ebster
- Abstract
This research project tested the effect of context related bundled presentations and the depiction of individuals on the evaluation of displays in online catalogues in an online experiment employing a 2x2 randomized factorial design. Although the findings did not support the use of models in online displays, they indicated a positive effect of context related bundled presentations on product evaluation and an increase in purchase intention. Consequently, the use of context related bundled presentations in an online setting is recommended as a managerial implication in practice, which allows marketers to compete more effectively with the experiential marketing strategies used by brick and mortar retailers.
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- Journal
- AIMS International Journal of Management
- Volume
- 9
- Pages
- 211-218
- ISSN
- 1939-7011
- Publication date
- 2015
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502019 Marketing
- Keywords
- Portal url
- https://ucris.univie.ac.at/portal/en/publications/the-depiction-of-individuals-and-bundled-presentations-in-onlinecatalogues(41ee6f1e-7d75-4786-ae42-cff14b25ee0c).html