The effect of the depiction of individuals and context-related bundled presentations on the evaluation of displays in online-catalogues

Sandra Pauser; Claus Ebster

The effect of the depiction of individuals and context-related bundled presentations on the evaluation of displays in online-catalogues

Sandra Pauser
, Claus Ebster

Institut für Rechnungswesen, Innovation und Strategie

Veröffentlichungen: Beitrag in Buch › Beitrag in Konferenzband › Peer Reviewed

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.

Originalsprache	Englisch
Titel	UNFIB-15 Conference Proceedings
Publikationsstatus	Veröffentlicht - 2015
Veranstaltung	15th Annual International Business Conference on Teaching, Research, and Practice 2015 - Jacksonville, Jacksonville, USA / Vereinigte Staaten Dauer: 20 Feb. 2015 → 21 Feb. 2015 https://www.regonline.com/register/checkin.aspx?eventid=1623617&ResponseMemberId=&jID=1436063

Konferenz

Konferenz	15th Annual International Business Conference on Teaching, Research, and Practice 2015
Land/Gebiet	USA / Vereinigte Staaten
Ort	Jacksonville
Zeitraum	20/02/15 → 21/02/15
Internetadresse	https://www.regonline.com/register/checkin.aspx?eventid=1623617&ResponseMemberId=&jID=1436063

ÖFOS 2012

502019 Marketing

Andere Dateien und Links

https://www.unf.edu/uploadedFiles/aa/coggin/int_business/cibs/UNFIB-15%20proceedings.pdf

The effect of the depiction of individuals and context-related bundled presentations on the evaluation of displays in online-catalogues
Pauser, S. (Vortragende*r)
20 Feb. 2015
Aktivität: Vorträge › Vortrag › Andere

Zitationsweisen

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title = "The effect of the depiction of individuals and context-related bundled presentations on the evaluation of displays in online-catalogues",

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.",

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AU - Ebster, Claus

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PY - 2015

Y1 - 2015

N2 - 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.

AB - 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.

KW - IB

KW - BWL

UR - https://www.unf.edu/uploadedFiles/aa/coggin/int_business/cibs/UNFIB-15%20proceedings.pdf

M3 - Contribution to proceedings

BT - UNFIB-15 Conference Proceedings

T2 - 15th Annual International Business Conference on Teaching, Research, and Practice 2015

Y2 - 20 February 2015 through 21 February 2015

ER -

The effect of the depiction of individuals and context-related bundled presentations on the evaluation of displays in online-catalogues

Abstract

Konferenz

ÖFOS 2012

Andere Dateien und Links

Fingerprint

Aktivitäten

The effect of the depiction of individuals and context-related bundled presentations on the evaluation of displays in online-catalogues

Zitationsweisen