The study reported tests the hypotheses that the consumer's use of a specific judgmental model in evaluating a product is a function of prior familiarity and/or product complexity. The results indicate that the two factors influence the respondent's selection of judgmental models.
Get full access to this article
View all access options for this article.
References
1.
BennetP. D. and MendahlR. M. “Prepurchase Information Seeking Behavior of New Car Purchaser—The Learning Hypotheses,” Journal of Marketing Research, 6 (November1969), 430–3.
2.
BettmanJ. R. “Information Processing Models of Consuner Behavior,” Journal of Marketing Research, 7 (August1970), 370–6.
3.
BockR. C. and HaggardE. G. “The Use of Multivariate Analysis of Variance in Behavior Research,” in WhitlaD. K., ed., Handbook of Measurement in Education, Psychology and Sociology.Reading, Massachusetts: Addison-Wesley, 1968.
4.
BrunerJ. S., GoodnowJ. J. and AustinG. A.A Study of Thinking.New York: John Wiley and Sons, Inc., 1962.
5.
CoombsC. H.Theory of Data.New York: John Wiley and Sons, 1964.
6.
CoombsC. H. and KaoR. C.Nonmetric Factor Analysis.Ann Arbor: Engineering Research Institute, University of Michigan, 1955.
7.
DawesR. M. “Social Selection Based on Multidimensional Criteria,” Journal of Abnormal and Social Psychology, 68 (January1964), 104–9.
8.
EinhornH. J. “Use of Nonlinear-Noncompensatory Model as a Function of Task and Amount of Information,” Organizational Behavior and Human Performance, 6 (January1971), 1–27.
9.
FerberRobert. Market Research.New York: McGraw-Hill Book Co., 1949.
10.
HainesG. H. “Information and Consumer Behavior,” paper presented at the Third Annual Conference on Buyer Behavior. New York: Columbia University, 1969.
11.
HowardJ. A. and ShethJ. N.The Theory of Buyer Behavior.New York: John Wiley and Sons, 1969.
12.
MillerG. A. “The Magic Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information,” Psychological Review, 63 (January1956), 81–97.
13.
OstromT. and BrockT. “Cognitive Bonding to Central Values and Resistance to a Communication Advocating Changes in Policy Orientation,” Journal of Experimental Research in Personality, 4 (July1969), 30–41.
14.
ParkC. Whan. “An Exploration of the Consumer's Judgmental Rules,” unpublished doctoral dissertation, University of Illinois, 1974.
15.
RosenbergM. “Discussion: Information Processing and the Evaluation of New and Old Objects,” in AblesonR. P., et al., eds., Theories of Cognitive Consistency: A Sourcebook.Chicago: Rand McNally, 1968.
16.
RussF. A. “Evaluation Process Models and the Prediction of Preference,” in GarnderD. M., ed., Proceedings, Second Annual Conference of the Association for Consumer Research, 1971, 278–8.
17.
ShethJ. N. and VenkatesanM. “Risk-Reduction Process in Repetitive Consumer Behavior,” Journal of Marketing Research, 5 (August1968), 307–10.
18.
WrightP. L. “Consumer Judgment Strategies: Beyond the Compensatory Assumption,” Proceedings, Third Annual Conference of the Association for Consumer Research, Chicago, 1972, 316–24.
19.
WrightP. L. “Use of Consumer Judgment Models in Promotion Planning,” Journal of Marketing, 37 (October1973), 27–33.
20.
WrightP. L. “Consumer Choice Strategies: Simplifying vs. Optimizing,” Journal of Marketing Research, 12 (February1975), 60–77.
