Mobile decision support for in-store purchase decisions

Authors:
Hans van der Heijden
Affiliations:
University of Surrey, School of Management, Guildford, Surrey, United Kingdom
Venue:
Decision Support Systems
Year:
2006

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Abstract

Consumer decision making is a well-known application domain for decision support systems. Emerging from this domain is support for consumers "on the go," when they are actually inside a retail store. This paper introduces a "product attractiveness cue" as a way of delivering decision support in this context. The paper also provides an experiment to examine the effectiveness of these cues in a laboratory environment. On the basis of these results (N = 86), the attractiveness cue was shown effective in improving the consideration set quality of the participants. This effect was stable across treatments with 10 and 20 products.