Advanced Search
MyIDEAS: Login

Developing Heuristic-Based Quality Judgements: Attention Blocking in Consumer Choice


Author Info

  • Oxoby, Robert J
  • Finnigan, Hugh


Through a series of experiments we illustrate how the sequential order in which consumers receive information can influence the way this information is processed and affect consumers’ decisions. Specifically, when participants initially receive information regarding brand/quality or price/quality associations, these associations can block consumers’ attention to more relevant quality-determining physical attributes. Moreover, this process of attention blocking can carry-over to affect quality judgements pertaining to similarly branded or priced products beyond the product in which blocking was initiated. This implies that consumers judgements of quality may be heavily dependent on “first impressions” which develop into brand and price heuristics.

Download Info

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
File URL:
File Function: original version
Download Restriction: no

Bibliographic Info

Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 1523.

as in new window
Date of creation: 2005
Date of revision:
Handle: RePEc:pra:mprapa:1523

Contact details of provider:
Postal: Schackstr. 4, D-80539 Munich, Germany
Phone: +49-(0)89-2180-2219
Fax: +49-(0)89-2180-3900
Web page:
More information through EDIRC

Related research

Keywords: Consumer Behavior; Consumer Learning; Marketing Strategy;

Find related papers by JEL classification:


References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
as in new window
  1. Matthew Rabin., 1997. "Psychology and Economics," Economics Working Papers 97-251, University of California at Berkeley.
  2. Schmalensee, Richard, 1982. "Product Differentiation Advantages of Pioneering Brands," American Economic Review, American Economic Association, vol. 72(3), pages 349-65, June.
  3. Jackson, Matthew O. & Fryer Jr., Roland G., 2002. "Categorical Cognition: A Psychological Model of Categories and Identification in Decision Making," Working Papers 1144, California Institute of Technology, Division of the Humanities and Social Sciences.
  4. Paul R. Milgrom & John Roberts, 1984. "Price and Advertising Signals of Product Quality," Cowles Foundation Discussion Papers 709, Cowles Foundation for Research in Economics, Yale University.
  5. van Osselaer, Stijn M J & Janiszewski, Chris, 2001. " Two Ways of Learning Brand Associations," Journal of Consumer Research, University of Chicago Press, vol. 28(2), pages 202-23, September.
  6. van Osselaer, Stijn M J & Alba, Joseph W, 2000. " Consumer Learning and Brand Equity," Journal of Consumer Research, University of Chicago Press, vol. 27(1), pages 1-16, June.
  7. van Osselaer, Stijn M J & Alba, Joseph W, 2003. " Locus of Equity and Brand Extension," Journal of Consumer Research, University of Chicago Press, vol. 29(4), pages 539-50, March.
  8. Meyer, Robert J, 1987. " The Learning of Multiattribute Judgment Policies," Journal of Consumer Research, University of Chicago Press, vol. 14(2), pages 155-73, September.
  9. Hutchinson, J Wesley & Alba, Joseph W, 1991. " Ignoring Irrelevant Information: Situational Determinants of Consumer Learning," Journal of Consumer Research, University of Chicago Press, vol. 18(3), pages 325-45, December.
  10. Grossman, Gene M & Shapiro, Carl, 1984. "Informative Advertising with Differentiated Products," Review of Economic Studies, Wiley Blackwell, vol. 51(1), pages 63-81, January.
  11. John Conlisk, 1996. "Why Bounded Rationality?," Journal of Economic Literature, American Economic Association, vol. 34(2), pages 669-700, June.
  12. Gurhan-Canli, Zeynep, 2003. " The Effect of Expected Variability of Product Quality and Attribute Uniqueness on Family Brand Evaluations," Journal of Consumer Research, University of Chicago Press, vol. 30(1), pages 105-14, June.
Full references (including those not matched with items on IDEAS)



This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.


Access and download statistics


When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:1523. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Ekkehart Schlicht).

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.