Helping in-store shoppers to make
the right purchase decision with the
aid of OCR’s.
Content
• Introduction of Tina & her Problem
• Conceptual Model
• Research Methodology
• Manipulations and operationalization
• Results & Conclusion
Research Design
• 2x2 design
• Pre-test for level of variety and expert label.
• Main test conducted by a survey
Scenarios
Variety level Search attributes Experiential attributes
Low variety 1 3 5
Manipulations // Variety
Manipulations // Type of information
Manipulations // Type of Sender
Operationalization of Variables // Perceived usefulness of information
Concept
Source
Items
Reliability
Perceived
usefulness of
information
Park &
Gretzel (2010)
1. This would improve my shopping experience
2. This would make my shopping experience more
efficient
3. This would enable me to accomplish my shopping
goals more quickly.
4. This would be something I find useful
5. This would help me with my decision making.
Operationalization of Variables // Decision Making Strategy
Concept Source Items Reliability
Decision making strategy
Choice making difficulty
Malone et al. (2019)
1. No matter how satisfied I am with my job, it’s only right for me to be on the lookout for better opportunities
2. When I Am in the car listening to the radio, I often check other station to see if something better is playing, even if I am
relatively satisfied with what I’m listening to. 3. When I watch TV, I channel surf, often
scanning through the available options even while attempting to watch one program. 4. I treat relationships like clothing: I expect to try a lot on before finding the perfect fit. 5. I often find it difficult to shop for a gift for a friend.
6. Choosing is film to watch is very difficult. I’m always struggling to pick the best one. 7.When shopping, I have a hard time finding clothing that I really love.
8. I’m a big fan of lists that attempt to rank things (best movies, best singers, best athletes, best novels, etc.).
9. I find that writing is very difficult, even if it’s just writing a letter to a friend, because it’s so hard to word thig just right. I often do several drafts of even simple things.
10. I never settle for the second best.
11. Whenever I’m faced with a choice, I try to imagine what all other possibilities are, even ones that aren’t present at the moment.
12. I often fantasize about living in ways that are quite different from my actual life. 13. No matter what I do, I have the highest standards for myself.
Operationalization of Variables // other variables
Question
Items
Manipulation checks
1. This shelf of specialty beers
contained a lot of variety (choice
options).
2. The information shown was factual
3. The information shown was an
opinion of an experts
4. The information shown was an
opinion of peer consumers
Control questions
1. What is your age?
2. What is your gender?
Results // analysis
Results // analysis
Results
Hypothesis Accepted / rejected
1. The perceived usefulness of information will be higher when the information is based
on experiential attributes, compared to search attributes. Rejected
2. The perceived usefulness of information will be higher when the sender of the experiential information is an expert, compared to a peer consumer.
3. The perceived usefulness of information will be higher when there is high variety in the assortment, compared to low variety.
Rejected
4. The positive effect of experiential attribute information versus search attribute information on the perceived usefulness of information will be stronger when there is more variety.
Rejected
5. The positive effect of the sender (of experiential attribute information) being an expert, compared to a peer consumer, on the perceived usefulness of information will be stronger when there is more variety.
Rejected
6. The positive effect of experiential information versus search attribute information on the perceived usefulness of information will be stronger when the respondent has a maximizing strategy compared to a satisfying strategy.
Rejected
7. The positive effect of the sender (of experiential attribute information) being an expert, compared to a peer consumer, on perceived usefulness will be weaker when the respondent has a maximizing strategy compared to a satisfying strategy.
