An exploratory study of limited information acquisition: Do brand names make product evaluations easy?

研究成果: Article査読

抄録

Consumers are faced with an enormous amount of information when making product evaluations. Faced with this difficulty, they often try to simplify the evaluation process by limiting their information acquisition. The purpose of this study is to identify two types of such limited information acquisition strategies (IAS), brand-based and attribute-based, and to investigate their characteristics in the product evaluation process. A computer-based laboratory experiment was conducted to gather empirical evidence. The results identified differences in time spent on processing each piece of information, the amount of perceived effort, and the degree of perceived task complexity depending upon which limited IAS consumers utilized. Specifically, the utilization of attribute-based limited IAS simplifies consumers' information processing, a finding that is consistent with the previous literature. However, that of brand-based limited IAS does not necessarily make the task easy; in fact, it may make it difficult. Implications, limitations and future research directions are discussed.

本文言語English
ページ(範囲)246-255
ページ数10
ジャーナルPsychologia
53
4
DOI
出版ステータスPublished - 2010 12

ASJC Scopus subject areas

  • 心理学(全般)

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