Imperial College London
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Dr. Rajesh Bhargave

Business School

Associate Professor of Marketing
 
 
 
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Contact

 

+44 (0)20 7594 6448r.bhargave CV

 
 
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Location

 

395Business School BuildingSouth Kensington Campus

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Summary

 

Publications

Citation

BibTex format

@article{Bhargave:2016:10.1509/jmr.14.0420,
author = {Bhargave, RP and Mantonakis, A and White, K},
doi = {10.1509/jmr.14.0420},
journal = {Journal of Marketing Research},
pages = {699--711},
title = {The cue-of-the-cloud effect: when reminders of online information availability increase purchase intentions and choice},
url = {http://dx.doi.org/10.1509/jmr.14.0420},
volume = {53},
year = {2016}
}
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RIS format (EndNote, RefMan)

TY  - JOUR
AB  - In offline purchasing settings (e.g., retail stores), consumers often encounter reminders that product information can be found on the Internet. The authors refer to a reminder of the availability of online information as a ‘cue-of-the-cloud’ and explore its unique consequences on offline consumer behavior. This research finds that when consumers are presented with relatively large amounts of information in offline purchasing situations, a cue-of-the-cloud can enhance purchase intentions and choice behaviors. This occurs because the cue increases consumers' confidence in being able to retain and access the information seen in-store, which engenders positive feelings about the decision to purchase. Four studies, including two experiments in real brick-and-mortar field settings, demonstrate the consequence of a cue-of-the-cloud, along with some novel moderators of these effects.
AU  - Bhargave,RP
AU  - Mantonakis,A
AU  - White,K
DO  - 10.1509/jmr.14.0420
EP  - 711
PY  - 2016///
SN  - 0022-2437
SP  - 699
TI  - The cue-of-the-cloud effect: when reminders of online information availability increase purchase intentions and choice
T2  - Journal of Marketing Research
UR  - http://dx.doi.org/10.1509/jmr.14.0420
UR  - http://hdl.handle.net/10044/1/38960
VL  - 53
ER  -
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