{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,8,2]],"date-time":"2025-08-02T17:39:44Z","timestamp":1754156384062,"version":"3.41.2"},"reference-count":32,"publisher":"Emerald","issue":"6","license":[{"start":{"date-parts":[[2018,8,23]],"date-time":"2018-08-23T00:00:00Z","timestamp":1534982400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["OIR"],"published-print":{"date-parts":[[2018,9,13]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>The purpose of this paper is to understand how the context congruity effects of online product recommendations (PRs) by recommendation agents (RAs) influence consumers\u2019 attention to and memory of recommended products in an online shopping environment.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>The study focuses on the context congruity effects of online PRs by examining consumers\u2019 browsing patterns and attention characteristics (fixation counts and fixation duration) using an eye-tracking device and by measuring memory performance with an aided memory test. Three types of PRs (highly congruent, lowly congruent and incongruent PRs) and two degrees of involvement (high and low involvement) are considered.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The results of the gaze data show that context congruity effects can influence consumers\u2019 PR attention, but this effect is not moderated by involvements. The results of the memory data show that PR recognition is influenced not only by context congruity effects but also by involvement. Another significant finding is that attention to a PR does not necessarily guarantee better memory performance.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>The study significantly contributes to deepening the understanding of how context congruity can influence consumers\u2019 attention to and memory of PRs. The findings also have important managerial and practical implications, such that selecting and presenting PRs should be based on context congruity effects.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>First, introducing context congruity effects to investigate the effectiveness of online PRs by RAs not only provides an important theoretical contribution to research on recommendation effectiveness but also enriches its application. Second, the findings suggest that the relationship between visual attention and memory is not definitely positive. Third, to interpret the complex translation process from attention to memory, the authors propose a methodology that considers stimulus attributes, issue involvement, cognitive capacity and cognitive interference.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/oir-02-2017-0035","type":"journal-article","created":{"date-parts":[[2018,8,23]],"date-time":"2018-08-23T09:32:50Z","timestamp":1535016770000},"page":"847-863","source":"Crossref","is-referenced-by-count":3,"title":["Context congruity effects of online product recommendations: an eye-tracking 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