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

Department of Accounting, Innovation and Strategy

Publications: Contribution to book › Contribution to proceedings › 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.

Original language	English
Title of host publication	UNFIB-15 Conference Proceedings
Publication status	Published - 2015
Event	15th Annual International Business Conference on Teaching, Research, and Practice 2015 - Jacksonville, Jacksonville, United States Duration: 20 Feb 2015 → 21 Feb 2015 https://www.regonline.com/register/checkin.aspx?eventid=1623617&ResponseMemberId=&jID=1436063

Conference

Conference	15th Annual International Business Conference on Teaching, Research, and Practice 2015
Country/Territory	United States
City	Jacksonville
Period	20/02/15 → 21/02/15
Internet address	https://www.regonline.com/register/checkin.aspx?eventid=1623617&ResponseMemberId=&jID=1436063

Austrian Fields of Science 2012

502019 Marketing

Keywords

IB
BWL

Cite this

@inproceedings{e1cdda7e3112466ebf39662648bade1b,

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.",

keywords = "IB, BWL",

author = "Sandra Pauser and Claus Ebster",

note = "Theme: Individuals and Behavior, Changing Markets and Institutions; 15th Annual International Business Conference on Teaching, Research, and Practice 2015 ; Conference date: 20-02-2015 Through 21-02-2015",

year = "2015",

language = "English",

booktitle = "UNFIB-15 Conference Proceedings",

url = "https://www.regonline.com/register/checkin.aspx?eventid=1623617\&ResponseMemberId=\&jID=1436063",

}

TY - GEN

T1 - The effect of the depiction of individuals and context-related bundled presentations on the evaluation of displays in online-catalogues

AU - Pauser, Sandra

AU - Ebster, Claus

N1 - Theme: Individuals and Behavior, Changing Markets and Institutions

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

Conference

Austrian Fields of Science 2012

Keywords

Other files and links

Fingerprint