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Do Consumers Evaluate Products by Adding or Averaging Attribute Information?

Do Consumers Evaluate Products by Adding or Averaging Attribute Information? Abstract Two empirical studies are reported in which tests are conducted between adding and averaging combination rules for evaluative judgments. The results indicate that attribute information combines by averaging. Multi-attribute models which assume adding are contradicted by the findings, and thus, provide an inadequate description of consumers' psychological processes. This content is only available as a PDF. Author notes * C. Michael Troutman is Assistant Professor, Department of Psychology, Clemson University. James Shanteau is Associate Professor, Department of Psychology, Kansas State University. Funds for this research were provided by a National Institute of Mental Health Training Grant 5 TOI MH08359 to the first author during his tenure as a doctoral student at Kansas State University, and a United States Public Health Service Grant 1 R03 MH26002 to the second author. The authors wish to thank Professors James Gentry and Norman Anderson for their helpful comments on the preparation of this manuscript. © JOURNAL OF CONSUMER RESEARCH http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

Do Consumers Evaluate Products by Adding or Averaging Attribute Information?

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References (10)

Publisher
Oxford University Press
Copyright
© JOURNAL OF CONSUMER RESEARCH
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/208657
Publisher site
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Abstract

Abstract Two empirical studies are reported in which tests are conducted between adding and averaging combination rules for evaluative judgments. The results indicate that attribute information combines by averaging. Multi-attribute models which assume adding are contradicted by the findings, and thus, provide an inadequate description of consumers' psychological processes. This content is only available as a PDF. Author notes * C. Michael Troutman is Assistant Professor, Department of Psychology, Clemson University. James Shanteau is Associate Professor, Department of Psychology, Kansas State University. Funds for this research were provided by a National Institute of Mental Health Training Grant 5 TOI MH08359 to the first author during his tenure as a doctoral student at Kansas State University, and a United States Public Health Service Grant 1 R03 MH26002 to the second author. The authors wish to thank Professors James Gentry and Norman Anderson for their helpful comments on the preparation of this manuscript. © JOURNAL OF CONSUMER RESEARCH

Journal

Journal of Consumer Research – Oxford University Press

Published: Sep 1, 1976

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