When Web pages influence choice

Effects of visual primes on experts and novices

Naomi Mandel, Eric J. Johnson

Research output: Contribution to journalArticle

285 Citations (Scopus)

Abstract

This article extends the idea that priming can influence preferences by making selected attributes focal. Our on-line experiments manipulate the background pictures and colors of a Web page, affecting consumer product choice. We demonstrate that these effects occur for both experts and novices, albeit by different mechanisms. For novices, priming drives differences in external search that, in turn, drive differences in choice. For experts, we observe differences in choice that are not mediated by changes in external search. These findings confirmed that on-line atmospherics in electronic environments could have a significant influence on consumer choice.

Original languageEnglish (US)
Pages (from-to)235-245
Number of pages11
JournalJournal of Consumer Research
Volume29
Issue number2
DOIs
StatePublished - Sep 2002

Fingerprint

expert
electronics
experiment
World Wide Web
Priming
Novice
Consumer Products
Consumer Choice
Experiment
Consumer choice
Consumer products
Product choice

ASJC Scopus subject areas

  • Business and International Management
  • Marketing
  • Economics and Econometrics

Cite this

When Web pages influence choice : Effects of visual primes on experts and novices. / Mandel, Naomi; Johnson, Eric J.

In: Journal of Consumer Research, Vol. 29, No. 2, 09.2002, p. 235-245.

Research output: Contribution to journalArticle

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