When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices

12 Pages Posted: 8 Jan 2009  

Naomi Mandel

Arizona State University (ASU) - Marketing Department

Eric J. Johnson

Columbia Business School - Marketing

Date Written: September 2002

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.

Keywords: consumers' preferences, research, electronic commerce, web sites, consumers' attitudes, priming, color, pictures, choice, persuasion, design, masked priming, visual communication, industrial design coordination

Suggested Citation

Mandel, Naomi and Johnson, Eric J., When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices (September 2002). Journal of Consumer Research, Vol. 29, No. 2, 2002. Available at SSRN: https://ssrn.com/abstract=1324784

Naomi Mandel (Contact Author)

Arizona State University (ASU) - Marketing Department ( email )

Tempe, AZ 85287-4106
United States

Eric J. Johnson

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

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