TY - JOUR
T1 - Effects of product learning aids on the breadth and depth of recall
AU - Li, Mengxiang
AU - Tan, Chuan Hoo
AU - Teo, Hock Hai
AU - Wei, Kwok Kee
N1 - Funding Information:
The work described in this paper was partial supported by a grant from the Strategic Research Grant Scheme by City University of Hong Kong, China (Project No. CityU 7002525 ) and a grant from the NSFC/RGC Joint Research Scheme sponsored by the Research Grants Council of Hong Kong and the National Natural Science Foundation of China : Project No. N_CityU115/10 .
PY - 2012/11
Y1 - 2012/11
N2 - Product learning aid, which helps consumers to gain product knowledge for subsequent procurement, has fast become an indispensable Information Technology (IT) feature in online shopping website. Contemporary product learning aids differ in the types of the information cues they afford. For instance, some product learning aids, which are of interest to this study, present static product images with text description (text and image-based) while others present animated product images with voice narration (narration and video-based). Anchoring on the cognitive information processing paradigm, we posit that different type of product learning aids (i.e., text and image-based versus narration and video-based) could exert dissimilar impacts on a consumer's recall capacity. Recall capacity is manifested in two aspects, namely the breadth (i.e., the quantity 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 a differentiated impact of a product learning aid on the breadth and depth of a consumer's recall capacity. More elaborately, while a narration and video-based product learning aid could increase the recall breadth, it yields the lowest in recall depth. Implications for research and practice are discussed.
AB - Product learning aid, which helps consumers to gain product knowledge for subsequent procurement, has fast become an indispensable Information Technology (IT) feature in online shopping website. Contemporary product learning aids differ in the types of the information cues they afford. For instance, some product learning aids, which are of interest to this study, present static product images with text description (text and image-based) while others present animated product images with voice narration (narration and video-based). Anchoring on the cognitive information processing paradigm, we posit that different type of product learning aids (i.e., text and image-based versus narration and video-based) could exert dissimilar impacts on a consumer's recall capacity. Recall capacity is manifested in two aspects, namely the breadth (i.e., the quantity 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 a differentiated impact of a product learning aid on the breadth and depth of a consumer's recall capacity. More elaborately, while a narration and video-based product learning aid could increase the recall breadth, it yields the lowest in recall depth. Implications for research and practice are discussed.
KW - Cognitive information processing paradigm
KW - Product learning aid
KW - Recall breadth
KW - Recall capacity
KW - Recall depth
UR - http://www.scopus.com/inward/record.url?scp=84865469395&partnerID=8YFLogxK
U2 - 10.1016/j.dss.2012.05.016
DO - 10.1016/j.dss.2012.05.016
M3 - Journal article
AN - SCOPUS:84865469395
SN - 0167-9236
VL - 53
SP - 793
EP - 801
JO - Decision Support Systems
JF - Decision Support Systems
IS - 4
ER -