Inexperienced Consumers' Judgment of the Quality of Household Appliances

Consumers who have had limited product related consumer socialization and who adopt new life styles later in life, face the paradox of progress. Their inability to cope with a choice explosion because of limited cognitive structure that could guide their buyer decisions creates fertile ground for exploitation in the market place. A questionnaire was distributed to consumers with different levels of product experience and ownership, to compare their judgment of the quality of household appliances. The apparent reliance on surrogate indicators by all groups was later clarified by the poor performance of even the experienced group in the product knowledge test.


Alet C Erasmus, Mirriam Makgopa, and Mphatso Kachale (2005) ,"Inexperienced Consumers' Judgment of the Quality of Household Appliances", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research.


Alet C Erasmus, Senior lecturer, Dept of Consumer Science, University of Pretoria
Mirriam Makgopa, Master's student, University of Pretoria
Mphatso Kachale, Master's student, University of Pretoria


E - European Advances in Consumer Research Volume 7 | 2005

Share Proceeding

Featured papers

See More


Trust the Polls? Neural and Recall Responses Provide Alternative Predictors of Political Outcomes

Samuel B Barnett, Northwestern University, USA
Andres Campero, Massachusetts Institute of Technology, USA
Ronen Zilberman, Massachusetts Institute of Technology, USA
Chris Rose, New York University, USA
Aaron Robinson, Northwestern University, USA
Moran Cerf, Northwestern University, USA

Read More


When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions

Marlene Vock, Amsterdam Business School, University of Amsterdam
Adrian Ward, University of Texas at Austin, USA
Margaret C. Campbell, University of Colorado, USA

Read More


“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection

Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA

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.