Online Advertising Suppresses Visual Competition during Planned Purchases

Volume: 48, Issue: 3, Pages: 374 - 393
Published: Mar 26, 2021
Abstract
Online advertising can help consumers to implement their purchase intentions on shopping websites. This research tests the hypothesis that online advertising can speed-up product search by visually suppressing competing products rather than by enhancing the target product on websites that lack a systematic visual organization. First, a survey shows that searching for products on a shopping website after having clicked on an online ad is a common...
Paper Details
Title
Online Advertising Suppresses Visual Competition during Planned Purchases
Published Date
Mar 26, 2021
Volume
48
Issue
3
Pages
374 - 393
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