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

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Author Info

  • 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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File URL: http://mpra.ub.uni-muenchen.de/1523/
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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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Keywords: Consumer Behavior; Consumer Learning; Marketing Strategy;

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  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.
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