Information handling in consumer decisions
Journal of the Academy of Marketing Science · 1977 · Volume 5 · Issue 3
Abstract
Interviews with consumers, controlled exposures to varied messages, and before and after measures regarding exposure provided data for this study. Tendency to actively search for information was influenced by demographic factors of education and sex. The use made of information was primarily determined by personality factors. Search and information use were also influenced by source and message factors and by product class differences. Finally, source, message, and product class affected the nature of the purchase decision process.
Keywords
Product Class, Consumer Decision, Social Desirability Scale, Criterion Breadth, Information Handling
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