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An exploration of the consumer's judgmental rules
- Publisher
- SAGE
- Copyright
- © 1976 American Marketing Association
- ISSN
- 0022-2437
- eISSN
- 1547-7193
- DOI
- 10.1177/002224377601300204
- Publisher site
- See Article on Publisher Site
Abstract
The study reported tests the hypotheses that the consumer's use of a specific judgmental model in evaluating a product is a function of prior familiarity and/or product complexity. The results indicate that the two factors influence the respondent's selection of judgmental models.
Journal
Journal of Marketing Research – SAGE
Published: May 1, 1976