Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Making up your mind

03.06.2005


Consumers use prior knowledge to judge purchasing decisions



Imagine a shiny new BMW sitting in your driveway. Now, imagine a shiny new Hyundai. Now, come up with one reason why you should drive that BMW. How about ten reasons? What about the Hyundai? A little bit harder isn’t it? An article in the June 2005 issue of the Journal of Consumer Research explores how and why consumers use prior information to decide to buy a BMW or a Hyundai.

According to the research of Alice Tybout (Northwestern University) and colleagues, the ability to come up with one reason to drive a BMW rather than ten reasons is a result of retrieval ease, a knee-jerk phenomenon differs from judgments, considered content-based, that seek to bring in more facts.


"The present research offers evidence that knowledge accessibility influences whether judgments depend primarily on retrieval ease or on content. Content-based judgments occur when relevant knowledge is either inaccessible or highly accessible. In these circumstances, the difficulty or ease experienced in generating and retrieving reasons is anticipated and therefore is not perceived as diagnostic. Instead, judgments reflect a consideration of the available content. By contrast, when knowledge is moderately accessible, retrieval ease has a dominant effect on judgments," write the authors.

The authors explain that consumers may make more judgments based on quick thinking rather than lengthy contemplation. "A growing number of investigations document the finding that the ease with which information comes to mind may serve as the basis for judgment," they write. "Our conclusion that judgments based on retrieval ease are likely to occur only under special circumstances converges with research in other paradigms that have investigated how the process of thinking affects judgment."

Carrie Olivia Adams | EurekAlert!
Further information:
http://www.uchicago.edu

More articles from Social Sciences:

nachricht Sibling differences: Later-borns choose less prestigious programs at university
14.11.2017 | Max-Planck-Institut für demografische Forschung

nachricht Visual intelligence is not the same as IQ
09.11.2017 | Vanderbilt University

All articles from Social Sciences >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Long-lived storage of a photonic qubit for worldwide teleportation

MPQ scientists achieve long storage times for photonic quantum bits which break the lower bound for direct teleportation in a global quantum network.

Concerning the development of quantum memories for the realization of global quantum networks, scientists of the Quantum Dynamics Division led by Professor...

Im Focus: Electromagnetic water cloak eliminates drag and wake

Detailed calculations show water cloaks are feasible with today's technology

Researchers have developed a water cloaking concept based on electromagnetic forces that could eliminate an object's wake, greatly reducing its drag while...

Im Focus: Scientists channel graphene to understand filtration and ion transport into cells

Tiny pores at a cell's entryway act as miniature bouncers, letting in some electrically charged atoms--ions--but blocking others. Operating as exquisitely sensitive filters, these "ion channels" play a critical role in biological functions such as muscle contraction and the firing of brain cells.

To rapidly transport the right ions through the cell membrane, the tiny channels rely on a complex interplay between the ions and surrounding molecules,...

Im Focus: Towards data storage at the single molecule level

The miniaturization of the current technology of storage media is hindered by fundamental limits of quantum mechanics. A new approach consists in using so-called spin-crossover molecules as the smallest possible storage unit. Similar to normal hard drives, these special molecules can save information via their magnetic state. A research team from Kiel University has now managed to successfully place a new class of spin-crossover molecules onto a surface and to improve the molecule’s storage capacity. The storage density of conventional hard drives could therefore theoretically be increased by more than one hundred fold. The study has been published in the scientific journal Nano Letters.

Over the past few years, the building blocks of storage media have gotten ever smaller. But further miniaturization of the current technology is hindered by...

Im Focus: Successful Mechanical Testing of Nanowires

With innovative experiments, researchers at the Helmholtz-Zentrums Geesthacht and the Technical University Hamburg unravel why tiny metallic structures are extremely strong

Light-weight and simultaneously strong – porous metallic nanomaterials promise interesting applications as, for instance, for future aeroplanes with enhanced...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

See, understand and experience the work of the future

11.12.2017 | Event News

Innovative strategies to tackle parasitic worms

08.12.2017 | Event News

AKL’18: The opportunities and challenges of digitalization in the laser industry

07.12.2017 | Event News

 
Latest News

Plasmonic biosensors enable development of new easy-to-use health tests

14.12.2017 | Health and Medicine

New type of smart windows use liquid to switch from clear to reflective

14.12.2017 | Physics and Astronomy

BigH1 -- The key histone for male fertility

14.12.2017 | Life Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>