Please use this identifier to cite or link to this item: https://doi.org/10.1016/j.dss.2012.05.016
Title: Effects of product learning aids on the breadth and depth of recall
Authors: Li, M.
Tan, C.-H.
Teo, H.-H. 
Wei, K.-K.
Keywords: Cognitive information processing paradigm
Product learning aid
Recall breadth
Recall capacity
Recall depth
Issue Date: 2012
Source: Li, M., Tan, C.-H., Teo, H.-H., Wei, K.-K. (2012). Effects of product learning aids on the breadth and depth of recall. Decision Support Systems 53 (4) : 793-801. ScholarBank@NUS Repository. https://doi.org/10.1016/j.dss.2012.05.016
Abstract: 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. © 2012 Elsevier B.V. All rights reserved.
Source Title: Decision Support Systems
URI: http://scholarbank.nus.edu.sg/handle/10635/42639
ISSN: 01679236
DOI: 10.1016/j.dss.2012.05.016
Appears in Collections:Staff Publications

Show full item record
Files in This Item:
There are no files associated with this item.

SCOPUSTM   
Citations

4
checked on Dec 14, 2017

WEB OF SCIENCETM
Citations

2
checked on Nov 19, 2017

Page view(s)

64
checked on Dec 17, 2017

Google ScholarTM

Check

Altmetric


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.