Search results for "Brand choice"
showing 2 items of 2 documents
Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study
2016
This study integrates neuroscientific tools such as data from eye movements, store navigation, and brand choice in a virtual supermarket into a single source data analysis to examine consumer choice, customer experience, and shopping behavior in a store. Through qualitative comparative analysis, the findings suggest that a high level of attention to a brand and slow eye movements between brands lead to additional brand purchases within the product category. This study points out that the key driver of additional brand choices is the time buyers spend on the first choice, showing that the allocation of less for the first choice triggers additional purchases Within the product category and, t…
Destination appeal through digitalized comments
2019
Abstract Brand choice remains under review in the context of service provision. Drawing on schema theory and persuasion theory, this study tests how, in online reviews, valence (positive vs. negative), content style (general vs. specific), and destination familiarity interact and influence digital destination image (DDI) and intention to visit a tourist destination (TD). We run a 2 × 2 × 2 experimental design using a sample of 1055 TripAdvisor users. Our findings suggest that: (i) Positive (vs. negative) online reviews, specific (vs. general) online reviews, and familiarity with a destination enhance DDI and intention to visit a TD; (ii) the impact of the valence of the review on DDI and in…