How do firms present choice to consumers? Some unusual decision constructs along the B2C transaction process
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2015Author
Torres, Ann
Barry, Chris
Hogan, Mairéad
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Torres, A.M. and Barry, C. and Hogan, M. (2015) How do firms present choice to consumers? Some unusual decision constructs along the B2C transaction process, 48th Academy of Marketing Conference, University of Limerick
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Abstract
Certain features amongst some online retailers are atypical of ‘good’ design; the
transaction process presents consumers with optional extras that not only slowed the
process down, but also stressed and agitated consumers. An established norm is that
web design, employing human computer interaction (HCI) principles, develops
applications that are easy to use and make the consumer experience positively engaging
and productive (Rogers et al., 2011; Shneiderman and Plaisant, 2010; Sklar, 2006). This
norm is in question today, as many points in commercial Business-to-Consumer (B2C)
transactions are riddled with pitfalls intended to slowdown, confuse or trick consumers
(Barry and Torres, 2009). This paper offers a taxonomy of decision constructs
encountered throughout online B2C transactional processes. The findings make an
incremental contribution in theorising, identifying and categorising new and established
decision constructs, as well as reporting on whether the decision constructs are used and
examining them in terms of factors such as opacity, clarity and user frustration.