RT Journal Article
SR Electronic
T1 How Do Consumers Choose Sellers In E-Marketplaces?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2018-028
DO 10.2501/JAR-2018-028
A1 Saravana Jaikumar
YR 2018
UL http://www.journalofadvertisingresearch.com/content/early/2018/06/28/JAR-2018-028.abstract
AB In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers' review volume, related to assimilation-contrast. Results of two studies, including an eye-tracking study, show that participants more likely would purchase at the display price from sellers with high review volume. Participants favored buying from high-display-price sellers with high review volume, versus low-display-price sellers with low review volume. This suggests that the display price should be from a seller with relatively higher review volume and emphasizes the importance of review volumes to sellers.