Bhargave, RPRPBhargaveMantonakis, AAMantonakisWhite, KKWhite2016-08-122017-10-012016-10-01Journal of Marketing Research, 2016, 53 (5), pp.699-7110022-2437http://hdl.handle.net/10044/1/38960In 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.© 2016, American Marketing AssociationMarketing1505 MarketingJournal Articlehttps://www.dx.doi.org/10.1509/jmr.14.0420