The cue-of-the-cloud effect: when reminders of online information availability increase purchase intentions and choice
File(s)Cue-Cloud 2015-Dec-11 SHARE.pdf (765.6 KB)
Accepted version
Author(s)
Bhargave, RP
Mantonakis, A
White, K
Type
Journal Article
Abstract
In offline purchasing settings (e.g., retail stores), consumers often encounter reminders that product information can be found on the Internet. The authors refer to a reminder of the availability of online information as a ‘cue-of-the-cloud’ and explore its unique consequences on offline consumer behavior. This research finds that when consumers are presented with relatively large amounts of information in offline purchasing situations, a cue-of-the-cloud can enhance purchase intentions and choice behaviors. This occurs because the cue increases consumers' confidence in being able to retain and access the information seen in-store, which engenders positive feelings about the decision to purchase. Four studies, including two experiments in real brick-and-mortar field settings, demonstrate the consequence of a cue-of-the-cloud, along with some novel moderators of these effects.
Date Issued
2016-10-01
Date Acceptance
2015-12-05
Citation
Journal of Marketing Research, 2016, 53 (5), pp.699-711
ISSN
0022-2437
Publisher
American Marketing Association
Start Page
699
End Page
711
Journal / Book Title
Journal of Marketing Research
Volume
53
Issue
5
Copyright Statement
© 2016, American Marketing Association
Subjects
Marketing
1505 Marketing
Publication Status
Published
Date Publish Online
2016-10-01