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 The competitive edge: Dietary competition played a key role in the evolution of early primates
01.08.2018 | Grand Valley State University

nachricht Diversity and education influence India’s population growth
31.07.2018 | International Institute for Applied Systems Analysis (IIASA)

All articles from Social Sciences >>>

The most recent press releases about innovation >>>

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

Im Focus: Unraveling the nature of 'whistlers' from space in the lab

A new study sheds light on how ultralow frequency radio waves and plasmas interact

Scientists at the University of California, Los Angeles present new research on a curious cosmic phenomenon known as "whistlers" -- very low frequency packets...

Im Focus: New interactive machine learning tool makes car designs more aerodynamic

Scientists develop first tool to use machine learning methods to compute flow around interactively designable 3D objects. Tool will be presented at this year’s prestigious SIGGRAPH conference.

When engineers or designers want to test the aerodynamic properties of the newly designed shape of a car, airplane, or other object, they would normally model...

Im Focus: Robots as 'pump attendants': TU Graz develops robot-controlled rapid charging system for e-vehicles

Researchers from TU Graz and their industry partners have unveiled a world first: the prototype of a robot-controlled, high-speed combined charging system (CCS) for electric vehicles that enables series charging of cars in various parking positions.

Global demand for electric vehicles is forecast to rise sharply: by 2025, the number of new vehicle registrations is expected to reach 25 million per year....

Im Focus: The “TRiC” to folding actin

Proteins must be folded correctly to fulfill their molecular functions in cells. Molecular assistants called chaperones help proteins exploit their inbuilt folding potential and reach the correct three-dimensional structure. Researchers at the Max Planck Institute of Biochemistry (MPIB) have demonstrated that actin, the most abundant protein in higher developed cells, does not have the inbuilt potential to fold and instead requires special assistance to fold into its active state. The chaperone TRiC uses a previously undescribed mechanism to perform actin folding. The study was recently published in the journal Cell.

Actin is the most abundant protein in highly developed cells and has diverse functions in processes like cell stabilization, cell division and muscle...

Im Focus: Lining up surprising behaviors of superconductor with one of the world's strongest magnets

Scientists have discovered that the electrical resistance of a copper-oxide compound depends on the magnetic field in a very unusual way -- a finding that could help direct the search for materials that can perfectly conduct electricity at room temperatur

What happens when really powerful magnets--capable of producing magnetic fields nearly two million times stronger than Earth's--are applied to materials that...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Within reach of the Universe

08.08.2018 | Event News

A journey through the history of microscopy – new exhibition opens at the MDC

27.07.2018 | Event News

2018 Work Research Conference

25.07.2018 | Event News

 
Latest News

Unraveling the nature of 'whistlers' from space in the lab

15.08.2018 | Physics and Astronomy

Diving robots find Antarctic winter seas exhale surprising amounts of carbon dioxide

15.08.2018 | Earth Sciences

Early opaque universe linked to galaxy scarcity

15.08.2018 | Physics and Astronomy

VideoLinks
Science & Research
Overview of more VideoLinks >>>