PACIS 2020 Proceedings


Bombarded with marketing information every day, increasing consumers use easy-to-process information as heuristics to facilitate their decisions. This paper focuses on heuristic product signals-brand popularity and review valence, and seeks to deepen the current understanding about their effects from a cognitive perspective by using eye-tracking method. To reveal the cognitive processing towards brand popularity and review valence, we identify that the cognitive process of attention allocating occur for handling brand popularity, and unpopular brands attract more attention. Arousal evoking and attention allocating happen when dealing with review valence, and negative reviews invoke higher arousal and grab more attention. Based on this, we look further into the moderating effects of repetition and time delay and reveal the effects of brand and review on consumers’ purchase intention and memory performance. This paper contributes an in-depth understanding of the effects of brand popularity and review valence to both academic research and marketing practices.



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