Effects of Product Learning Aids on Breadth and Depth of Recall: An Empirical Investigation

Meng Xiang Li*, Chuan Hoo Tan, Kwok Kee Wei, Choon Ling Sia, Hock Hai Teo, Chee Wei Phang

*Corresponding author for this work

    Research output: Chapter in book/report/conference proceedingConference proceedingpeer-review


    Product learning aids, such as non-visual (e.g., text-based description) and visual (e.g., animated video), are common in mundane online shopping websites. The primary purpose of incorporating these tools is to enhance a consumer's impression and knowledge of a product category, which can reflect one's capacity to recall the product descriptions. In this research, we study the impacts of different product learning aids, ranging from text-based through text-and-image based to video-based, on a consumer's recall capacity. Recall is manifested in two aspects, namely the breadth (i.e., number of attributes recallable) and the depth (i.e., the articulation of the comparison of the product attributes during the decision making process). Through a laboratory experiment, we observed there is a differentiated impact of the product learning aid on breadth and depth of a consumer's recall capacity. More elaborately, while video-based product learning aid could increase the recall breadth, it yields the lowest in the depth of recall. Implications for research and practice are discussed.

    Original languageEnglish
    Title of host publicationPACIS 2010 Proceedings
    Number of pages12
    Publication statusPublished - 9 Jul 2010
    Event14th Pacific Asia Conference on Information Systems, PACIS 2010 - Taipei, Taiwan, Province of China
    Duration: 9 Jul 201012 Jul 2010


    Conference14th Pacific Asia Conference on Information Systems, PACIS 2010
    Country/TerritoryTaiwan, Province of China
    Internet address

    Scopus Subject Areas

    • Information Systems

    User-Defined Keywords

    • Consumer decision making
    • Product learning support
    • Recall


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