Information Sort and Consumers’ Evaluation of Prices

Several online retailers provide information filtering tools like sorting by brand name and by price. This research argues that such tools influence consumers’ reliance on past covariation beliefs. The results show that when consumers have motivation to process information, sorting by brand names rather than price will increase consumers’ reliance on past covariation beliefs leading to the use of price information to evaluate a target product. However, when motivation to process information is low, irrespective of whether the information was sorted by price or by brand name, consumers relied on covariation beliefs to evaluate the target product.



Citation:

Rajneesh Suri, Jane Zhen Cai, and Mrugank Thakor (2008) ,"Information Sort and Consumers’ Evaluation of Prices", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 930-930.

Authors

Rajneesh Suri, Drexel Univesity
Jane Zhen Cai, Drexel University
Mrugank Thakor, Concordia University, Canada



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Once? No. Twenty times? Sure! Uncertainty and precommitment in social dilemmas

David Hardisty, University of British Columbia, Canada
Howard Kunreuther, University of Pennsylvania, USA
David Krantz, New York University, USA
Poonam Arora, Manhattan College
Amir Sepehri, Western University, Canada

Read More

Featured

E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective

Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University

Read More

Featured

F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.