Developing Heuristic-Based Quality Judgements: Attention Blocking in Consumer Choice
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.
|Date of creation:||2005|
|Date of revision:|
|Contact details of provider:|| Postal: |
Web page: http://mpra.ub.uni-muenchen.de
More information through EDIRC
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.:
- 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.
- Jackson, Matthew O. & Fryer Jr., Roland G., 2002.
"Categorical Cognition: A Psychological Model of Categories and Identification in Decision Making,"
1144, California Institute of Technology, Division of the Humanities and Social Sciences.
- Roland G. Fryer & Matthew O. Jackson, 2002. "Categorical Cognition: A Psychological Model of Categories and Identification in Decision Making," Microeconomics 0211002, EconWPA.
- 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.
- Milgrom, Paul & Roberts, John, 1986.
"Price and Advertising Signals of Product Quality,"
Journal of Political Economy,
University of Chicago Press, vol. 94(4), pages 796-821, August.
- Grossman, Gene M & Shapiro, Carl, 1984. "Informative Advertising with Differentiated Products," Review of Economic Studies, Wiley Blackwell, vol. 51(1), pages 63-81, January.
- 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.
- Rabin, Matthew, 1997.
"Psychology and Economics,"
Department of Economics, Working Paper Series
qt8jd5z5j2, Department of Economics, Institute for Business and Economic Research, UC Berkeley.
- John Conlisk, 1996. "Why Bounded Rationality?," Journal of Economic Literature, American Economic Association, vol. 34(2), pages 669-700, June.
- 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.
- 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.
- 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.
- 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.
- Schmalensee, Richard., 1980.
"Product differentiation advantages of pioneering brands,"
1140-80., Massachusetts Institute of Technology (MIT), Sloan School of Management.
- Schmalensee, Richard, 1982. "Product Differentiation Advantages of Pioneering Brands," American Economic Review, American Economic Association, vol. 72(3), pages 349-65, June.
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 references are entirely missing, you can add them using this form.