Merchandising/Marketing/Retailing: Branding

Human-Elaboration-Object-Construal Contingency Framework for Mobile Decision-Aids (MoDA©) in In-Store Shopping

  • Veena Chattaraman (Auburn University)
  • Wi-Suk Kwon (Auburn University)
  • Juan E. Gilbert (University of Florida)
  • Wanda Eugene (University of Florida)


Mobile migration is under way with online retail shifting to mobile and in-store shoppers increasingly using their smart phones for decision-making. However, the use of mobile devices to acquire product information in-store often results in information overload and decision abandonment, leading to a retailer's lost opportunity for in-store conversion. Hence, there is a critical need to enhance consumers' abilities to make decisions in-stores, when they lack information, time and cognitive resources. To address this need, we propose a conceptual framework for designing conversational, mobile decision-aids (MoDA), mobile-app based intelligent systems, for in-store shopping, grounded in principles of user- and object-adaptive, intelligent information retrieval and decision strategy.

How to Cite:

Chattaraman, V., Kwon, W., Gilbert, J. E. & Eugene, W., (2016) “Human-Elaboration-Object-Construal Contingency Framework for Mobile Decision-Aids (MoDA©) in In-Store Shopping”, International Textile and Apparel Association Annual Conference Proceedings 73(1).

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Published on
08 Nov 2016
Peer Reviewed