Construal Matching in Online Search: Applying Text Analysis to Illuminate the Consumer Decision Journey

Volume: 58, Issue: 6, Pages: 1101 - 1119
Published: Sep 2, 2020
Abstract
As consumers move through their decision journey, they adopt different goals (e.g., transactional vs. informational). In this research, the authors propose that consumer goals can be detected through textual analysis of online search queries and that both marketers and consumers can benefit when paid search results and advertisements match consumer search–related goals. In bridging construal level theory and textual analysis, the authors show...
Paper Details
Title
Construal Matching in Online Search: Applying Text Analysis to Illuminate the Consumer Decision Journey
Published Date
Sep 2, 2020
Volume
58
Issue
6
Pages
1101 - 1119
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.