Effects of product learning aids on breadth and depth of recall : An empirical investigation

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review

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Author(s)

  • Meng-Xiang Li
  • Chuan-Hoo Tan
  • Kwok-Kee Wei
  • Hock-Hai Teo
  • Chee-Wei Phang

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publicationPACIS 2010 - 14th Pacific Asia Conference on Information Systems
Pages579-590
StatePublished - 2010

Conference

Title14th Pacific Asia Conference on Information Systems, PACIS 2010
PlaceTaiwan
CityTaipei
Period9 - 12 July 2010

Abstract

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.

Research Area(s)

  • Consumer decision making, Product learning support, Recall

Citation Format(s)

Effects of product learning aids on breadth and depth of recall : An empirical investigation. / Li, Meng-Xiang; Tan, Chuan-Hoo; Wei, Kwok-Kee; Sia, Choon-Ling; Teo, Hock-Hai; Phang, Chee-Wei.

PACIS 2010 - 14th Pacific Asia Conference on Information Systems. 2010. p. 579-590.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review