Oxoby, Robert J and Finnigan, Hugh (2005): Developing Heuristic-Based Quality Judgements: Attention Blocking in Consumer Choice. Forthcoming in: Psychology and Marketing (2007)
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Through a series of experiments we illustrate how the sequential order in which consumers receive information can influence the way this information is processed and affect consumers’ decisions. Specifically, when participants initially receive information regarding brand/quality or price/quality associations, these associations can block consumers’ attention to more relevant quality-determining physical attributes. Moreover, this process of attention blocking can carry-over to affect quality judgements pertaining to similarly branded or priced products beyond the product in which blocking was initiated. This implies that consumers judgements of quality may be heavily dependent on “first impressions” which develop into brand and price heuristics.
|Item Type:||MPRA Paper|
|Institution:||University of Calgary|
|Original Title:||Developing Heuristic-Based Quality Judgements: Attention Blocking in Consumer Choice|
|Keywords:||Consumer Behavior; Consumer Learning; Marketing Strategy|
|Subjects:||C - Mathematical and Quantitative Methods > C9 - Design of Experiments > C91 - Laboratory, Individual Behavior
M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M30 - General
|Depositing User:||Robert Oxoby|
|Date Deposited:||19. Jan 2007|
|Last Modified:||17. Feb 2013 21:01|
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