Can Online Decision Aids Support Non-Cognitive Web Shopping Approaches?

This article investigates two research questions concerning web shopping tools. The first asks how online decision aids can support a consumer’s non-cognitive decision processes. The second asks how these tools support non-cognitive online shopping for products of different categories. To answer these questions, the author conducted a thorough literature review in the fields of management information systems, e-commerce and consumer behaviour. The results show that e-shoppers may adopt several non-cognitive decision-making approaches. Not one tool is sufficient to support all of these, but web stores should offer a selection of decision aids to satisfy their customers’ needs. These tools need to be adapted as well to the categories of products offered in each web store