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

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  • Oxoby, Robert J
  • Finnigan, Hugh

Abstract

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.

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Bibliographic Info

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

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Date of creation: 2005
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Handle: RePEc:pra:mprapa:1523

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Related research

Keywords: Consumer Behavior; Consumer Learning; Marketing Strategy;

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  1. Meyer, Robert J, 1987. " The Learning of Multiattribute Judgment Policies," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 14(2), pages 155-73, September.
  2. Milgrom, Paul & Roberts, John, 1986. "Price and Advertising Signals of Product Quality," Journal of Political Economy, University of Chicago Press, University of Chicago Press, vol. 94(4), pages 796-821, August.
  3. 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, University of Chicago Press, vol. 30(1), pages 105-14, June.
  4. Matthew Rabin, 1998. "Psychology and Economics," Journal of Economic Literature, American Economic Association, American Economic Association, vol. 36(1), pages 11-46, March.
  5. John Conlisk, 1996. "Why Bounded Rationality?," Journal of Economic Literature, American Economic Association, American Economic Association, vol. 34(2), pages 669-700, June.
  6. van Osselaer, Stijn M J & Alba, Joseph W, 2000. " Consumer Learning and Brand Equity," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 27(1), pages 1-16, June.
  7. Schmalensee, Richard., 1980. "Product differentiation advantages of pioneering brands," Working papers, Massachusetts Institute of Technology (MIT), Sloan School of Management 1140-80., Massachusetts Institute of Technology (MIT), Sloan School of Management.
  8. Grossman, Gene M & Shapiro, Carl, 1984. "Informative Advertising with Differentiated Products," Review of Economic Studies, Wiley Blackwell, Wiley Blackwell, vol. 51(1), pages 63-81, January.
  9. Roland G. Fryer, Jr. & Matthew O. Jackson, 2003. "Categorical Cognition: A Psychological Model of Categories and Identification in Decision Making," NBER Working Papers 9579, National Bureau of Economic Research, Inc.
  10. van Osselaer, Stijn M J & Alba, Joseph W, 2003. " Locus of Equity and Brand Extension," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 29(4), pages 539-50, March.
  11. Hutchinson, J Wesley & Alba, Joseph W, 1991. " Ignoring Irrelevant Information: Situational Determinants of Consumer Learning," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 18(3), pages 325-45, December.
  12. van Osselaer, Stijn M J & Janiszewski, Chris, 2001. " Two Ways of Learning Brand Associations," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 28(2), pages 202-23, September.
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