"Window" Shopping Online: Cognitive Processing of General and Specific Product Windows

In this study, 36 participants navigated Amazon.com while their on-screen activity and physiological responses were recorded.

"Window" Shopping Online: Cognitive Processing of General and Specific Product Windows

Kevin Wise, Saleem AlhabashandPetya EcklerUniversity of Illinois at Urbana-Champaign, Michigan State University and University of Strathclyde

Think about the last time you went online to shop for something. Did you know exactly what you wanted, down to specific details such as brand, style, color, or size? Or did you begin with only a general idea of what you wanted, or perhaps no idea at all? The experience of browsing an online shopping website largely consists of transitions between general...

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