Willful ignorance in request for product attribute information

Deskripsi

In this study, the authors compare consumer request with use of attribute information, emphasizing ethical attributes. The authors show that sometimes consumers choose to remain willfully ignorant of ethical attribute information. Although participants used the information (in a conjoint measurement task), they did not request it at a rate commensurate with their use. This inconsistency is especially strong for consumers who care the most about the issue. The respondents who weighted the information high in a full-information conjoint (i.e., the respondents whose decisions were most driven by the ethical attribute) were especially likely never to ask for the information. The authors show that negative emotions drive this willful ignorance. Indeed, consumers who show the discrepancy experience less stress than do other consumers..Printed Journal