The relevance of holistic website perception. How sense-making and exploration cues guide consumersʹ emotions and behaviors

A multitude of single cues determines consumersʹ 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 consumers prefer online settings that are high in sense-making and exploration potential as they make consumers feel good and increase their confidence level. The results of two empirical studies indicate that the holistic perception of online settings enhances emotional reactions and leads to desired behavioral outcomes.