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.
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.
Rajneesh Suri, Drexel Univesity
Jane Zhen Cai, Drexel University
Mrugank Thakor, Concordia University, Canada
NA - Advances in Consumer Research Volume 35 | 2008
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