Conference proceeding
Information Sort and Consumers' Evaluation of Prices
Advances in Consumer Research, Vol.35
01 Jan 2008
Abstract
Several online retailers provide information filtering tools like sorting by brand name and by price. This research argues that such tools influence consumers' reliance on past covariation beliefs. The results show that when consumers have motivation to process information, sorting by brand names rather than price will increase consumers' reliance on past covariation beliefs leading to the use of price information to evaluate a target product. However, when motivation to process information is low, irrespective of whether the information was sorted by price or by brand name, consumers relied on covariation beliefs to evaluate the target product.
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Details
- Title
- Information Sort and Consumers' Evaluation of Prices
- Creators
- Rajneesh SuriJane CaiMrugank Thakor
- Publication Details
- Advances in Consumer Research, Vol.35
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Identifiers
- 991021848514104721