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 isnt 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.
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