"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...