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The Neglect of prescreening information
In several studies, the authors find that information used to screen alternatives becomes less important than information acquired later in the search process simply because it was used to screen. This article shows that the task of screening alternatives (i.e., narrowing down choice options on the basis of some initial information) induces a nonnormative tendency to deemphasize the prescreening information in subsequent stages of decision making. The authors find that this effect persists even when the options have considerable variance on the prescreening attributes and when the prescreening information is considered more important than the postscreening information. Likewise, consumers who place a strong emphasis on price during the choice of a primary product may place less emphasis on price when considering the purchase of complementary products. Thus, the neglect of prescreening information that this article documents may be an example of a more general tendency for people to ignore information that has been considered and used at an earlier stage in the decision process.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior Decision making Prices Information Testing studies |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |