Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Product experience and consumer product attribute inference accuracy

Product experience and consumer product attribute inference accuracy Consumers’ product evaluations are often influenced by information contained in their memories. Prior to product evaluations, consumers are often exposed to data that permits them to judge the covariation relationships among different product attributes. However, these attribute covariance perceptions may lead to biased product evaluations. Using an experimental design, this study examines the accuracy of consumers’ product attribute covariance beliefs as a function of their product experience and the relevancy of product information to which they are exposed prior to evaluating product performances. The results indicate that even limited product information affects consumers’ beliefs about product performances on attributes for which no information is available. In other words, specific product information may serve as a cue or indicator for other product characteristics via attribute covariance inferences. The accuracy of these inferences appears to be, at least partly, the function of the consumers’ product experience. Consumers with high levels of product experience are more effective at encoding and retrieving product attribute performance information. Implications of the findings are discussed and suggestions for future research are provided. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Product experience and consumer product attribute inference accuracy

Kevin Mason; Joyce Bequette
Journal of Consumer Marketing , Volume 15 (4): 15 – Aug 1, 1998
Download PDF
15 pages

Loading next page...
 
/lp/emerald-publishing/product-experience-and-consumer-product-attribute-inference-accuracy-m7t67y5Wop

References (41)

Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363769810225984
Publisher site
See Article on Publisher Site

Abstract

Consumers’ product evaluations are often influenced by information contained in their memories. Prior to product evaluations, consumers are often exposed to data that permits them to judge the covariation relationships among different product attributes. However, these attribute covariance perceptions may lead to biased product evaluations. Using an experimental design, this study examines the accuracy of consumers’ product attribute covariance beliefs as a function of their product experience and the relevancy of product information to which they are exposed prior to evaluating product performances. The results indicate that even limited product information affects consumers’ beliefs about product performances on attributes for which no information is available. In other words, specific product information may serve as a cue or indicator for other product characteristics via attribute covariance inferences. The accuracy of these inferences appears to be, at least partly, the function of the consumers’ product experience. Consumers with high levels of product experience are more effective at encoding and retrieving product attribute performance information. Implications of the findings are discussed and suggestions for future research are provided.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Aug 1, 1998

Keywords: Consumer behaviour; Perceptions; Product attributes; Product information

There are no references for this article.