The Effects of the Online and Offline Purchase Environment on Consumer Choice of Familiar and Unfamiliar Brands

14 Pages Posted: 28 Sep 2015

See all articles by Yvonne Saini

Yvonne Saini

Wits Business School

John G. Lynch

University of Colorado-Boulder, Leeds School of Business - Center for Research on Consumer Financial Decision Making

Date Written: September 10, 2015

Abstract

This study seeks to replicate and extend the work of Degeratu, Rangaswami, & Wu (2000) and Danaher, Wilson, & Davis (2003). Using econometric analyses of purchase behavior, both studies found a larger role of brands in purchases in online versus offline shopping environments. We use controlled randomized experiments, eliminating certain alternative explanations for the prior findings, replicating those findings, and showing the psychological mechanism for why familiar brands have a greater relative advantage online than offline.

Keywords: Accessibility-diagnosticity model, Brand familiarity, shopping environment, consumer choice

JEL Classification: C91,D12, D83, L15, L81, M31

Suggested Citation

Saini, Yvonne and Lynch, John G., The Effects of the Online and Offline Purchase Environment on Consumer Choice of Familiar and Unfamiliar Brands (September 10, 2015). Available at SSRN: https://ssrn.com/abstract=2666019 or http://dx.doi.org/10.2139/ssrn.2666019

Yvonne Saini

Wits Business School ( email )

Johannesburg
South Africa

John G. Lynch (Contact Author)

University of Colorado-Boulder, Leeds School of Business - Center for Research on Consumer Financial Decision Making ( email )

Leeds School of Business
Boulder, CO 80309-0419
United States
919-971-5201 (Phone)

HOME PAGE: http://https://www.colorado.edu/business/john-g-lynch-jr

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