Brunner-Sperdin, Alexandra; Scholl-Grissemann, Ursula S.; … - In: Journal of Business Research 67 (2014) 12, pp. 2515-2522
A multitude of single cues determines consumers' emotional responses to business-to-consumer (B2C) websites. This study suggests that it is imperative to more holistically evaluate websites following the Gestalt approach. Consistent with the landscape model of preference, this study argues that...