The effect of the depiction of individuals and context-related bundled presentations on the evaluation of displays 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
- 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-effect-of-the-depiction-of-individuals-and-contextrelated-bundled-presentations-on-the-evaluation-of-displays-in-onlinecatalogues(e1cdda7e-3112-466e-bf39-662648bade1b).html