SWIMMING ON THE SURFACE OR DIVING DEEP

the priming effect on the breadth and depth of the online information search behavior

Abstract

Prime is a piece of information accessed before that unconsciously affects decision-making. Priming aspects to consider in the decision-making process can affect product search behavior. Past research studied information-seeking online under different approaches. Among these approaches is the breadth-depth dilemma on human behavior. This research aims to investigate how the emphasis on aspects to be considered in the purchasing decision-making process affects the subsequent information search behavior. We investigated the search behavior using an adaptation of the process-tracing research from the web. A between-subjects experiment using a scenario-based task was designed to carry out the goal of this research. A video about important aspects to consider when choosing a product - a personal computer - was used as priming.  The results show that priming was affecting the breadth but not the depth of the online search. Not primed subjects used a more depth strategy, while primed ones followed a mixed breadth-depth strategy. Primed subjects made breadth switches on the second level of the website's hierarchical structure, consistent with a high elaboration and non-compensatory decision-making strategy. We also identified that priming increases the effort on the information search behavior.