The Effect of Product Type on Consumers’ Preference For Ambiguous Vs. Precise Ratings

We investigate whether, when, and why consumers prefer precise information over ambiguous information. We hypothesize that, when buying a utilitarian product, consumers prefer precise product ratings over ambiguous ones. However, due to the motivation inherent in hedonic purchases, we propose this preference gets attenuated when consumers consider such products.


Amin Attari, Promothesh Chatterjee, and Yexin Jessica Li (2016) ,"The Effect of Product Type on Consumers’ Preference For Ambiguous Vs. Precise Ratings", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 718-718.


Amin Attari, University of Kansas, USA
Promothesh Chatterjee, University of Kansas, USA
Yexin Jessica Li, University of Kansas, USA


NA - Advances in Consumer Research Volume 44 | 2016

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