Online Advertising Suppresses Visual Competition during Planned Purchases
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
Journal
Volume
48
Issue
3
Pages
374 - 393
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