Ambiguity of Direct Experience and Product Specification Effects on Consumer Choice

Sehoon Park, Sogang University, Republic of Korea
Moon-Yong Kim, Dongguk University, Republic of Korea
Se-Hyuk Park, College of William and Mary, USA
Extending the findings of Hsee et al. (2009), the current study examines whether the effects of specifications on consumer choice vary depending on the format of specifications when direct experiences are not available and whether the ambiguity of direct experience moderates the effects of specifications on choice when direct experiences are available.
[ to cite ]:
Sehoon Park, Moon-Yong Kim, and Se-Hyuk Park (2011) ,"Ambiguity of Direct Experience and Product Specification Effects on Consumer Choice ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.