Situation-Based Shifts in Consumer Web Site Benefit Salience: The Joint Role of Affect and Cognition

38 Pages Posted: 24 Mar 2009

See all articles by Sonja Wendel

Sonja Wendel

University of Maastricht - Faculty of Economics & Business Administration

Benedict G. C. Dellaert

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE); Erasmus Research Institute of Management (ERIM)

Date Written: 20 2008 8,

Abstract

This study addresses the process by which differences in web site benefit salience arise in consumers’ minds for different anticipated usage situations. We investigate two routes by which situation may determine consumer benefit salience and find support for both route structures. The results indicate that individuals’ relative benefit importance ratings shift between different anticipated usage situations, both directly, and indirectly, through consumers’ anticipated affective states. Furthermore, the number of benefits that is rated as important by consumers is found to also differ depending on their anticipated affective states, providing further insight into why consumer benefit salience may vary across situations.

Keywords: web site benefit salience, cognitive route, affective route, usage situation, situatieafhankelijkheid, HD9696.82

JEL Classification: C44, M31, M, L15

Suggested Citation

Wendel, Sonja and Dellaert, Benedict G. C., Situation-Based Shifts in Consumer Web Site Benefit Salience: The Joint Role of Affect and Cognition (20 2008 8,). ERIM Report Series Reference No. ERS-2008-050-MKT, Available at SSRN: https://ssrn.com/abstract=1367493

Sonja Wendel (Contact Author)

University of Maastricht - Faculty of Economics & Business Administration ( email )

P.O. Box 616
Maastricht, 6200 MD
Netherlands

Benedict G. C. Dellaert

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE) ( email )

P.O. Box 1738
3000 DR Rotterdam, NL 3062 PA
Netherlands

Erasmus Research Institute of Management (ERIM) ( email )

P.O. Box 1738
3000 DR Rotterdam
Netherlands