The Effects of the Online and Offline Purchase Environment on Consumer Choice of Familiar and Unfamiliar Brands
14 Pages Posted: 28 Sep 2015
Date Written: September 10, 2015
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: Suggested Citation