Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference

EMAC 2019 Annual Conference


Spillover effects from context attractiveness on product evaluation in retailing: The role of thinking style and visual attention
(A2019-9482)

Published: May 28, 2019

AUTHORS

Oliver Büttner, University of Duisburg-Essen; Benjamin Serfas, University of Duisburg-Essen; Mathias Streicher, University of Innsbruck

KEYWORDS

Visual Attention; Store Design; Eye Tracking

ABSTRACT

Two experiments demonstrate that the attractiveness of retail environments spills over to product evaluation. Study 1 found that products that were presented on attractive webstores were rated as more attractive than products on unattractive webstores. This effect was larger for participants with a more experiential and less rational thinking style. In study 2, we experimentally manipulated breadth of visual attention (narrow vs. broad) and used pictures from brick-and-mortar retailing. The results replicate the spillover effect: Products in attractive (vs. unattractive) contexts were liked more. The effect was more pronounced for participants with broad (vs. narrow) visual attention. Data from eye tracking show that the spillover effect was mediated by attention allocated to the context (vs. target product). This research underlines that retail contexts shape consumer judgments and provides insights into the processes that underlie spillover effects.