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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
The Effects of Electronic Decision Aids on Consumers’
Cue Utilization in Product Evaluations
Author(s): Gokhan Karaatli, Robert W. Veryzer
Citation: Gokhan Karaatli, Robert W. Veryzer, (2012) "The Effects of Electronic Decision Aids on Consumers’
Cue Utilization in Product Evaluations," Vol. 6, Iss. 1, pp. 74 - 80
Article Type: Research paper
Publisher: North American Business Press
Abstract:
One of the important aspects of online shopping is the availability of electronic decision aids (EDAs). The
use of these increasingly pervasive shopping tools may affect key relationships underlying consumers’
search and processing with respect to product related information. The primary objective of this research
is to investigate the effects of electronic decision aids on consumers’ product evaluations. Overall, this
research demonstrates that EDAs that enable attribute-based sorting and comparison of products can
significantly influence the effects extrinsic and intrinsic cues have on consumers’ purchase decisions
(e.g., quality judgments).
