Print and Online Catalogs

Robert F. Krampf · David A. Griffith

7 citations0/0 files storedJournal of Marketing Channels

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Consumer Retail Behavior Studies Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

A study is presented that examines the influence of print and online catalogs on consumer information processing. Petty and Cacioppo's (1979) elaboration likelihood model and research from the field of humancomputer interaction are used to hypothesize differences in consumer information processing when exposed to retail catalog information via print and online communication modes. Theory suggests, and results support, that a print catalog is more effective at stimulating cognitive elaboration and positive affect than a direct extension of the print catalog online. Implications for academics and practitioners are discussed.

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