Journal article
How varying levels of knowledge and motivation affect search and confidence during consideration and choice
Marketing letters, Vol.15(2-3), pp.67-79
07/2004
DOI: 10.1023/B:MARK.0000047385.01483.19
Abstract
Using a pull-down menu search technique, we study how ability (knowledge level) and motivation (accountability) interact with decision phase (consideration vs. choice) to affect consumers' search costs (amount of search), benefit (confidence) and efficiency (benefit for a given amount of search). We find that consumers adapt their search strategies across phases and that these adaptations occur in different ways and at different rates for consumers with different levels of knowledge and accountability.
Details
- Title: Subtitle
- How varying levels of knowledge and motivation affect search and confidence during consideration and choice
- Creators
- Mary E. Huneke - University of Washington BothellCatherine Cole - University of Iowa, United StatesIrwin P. Levin - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Marketing letters, Vol.15(2-3), pp.67-79
- DOI
- 10.1023/B:MARK.0000047385.01483.19
- ISSN
- 0923-0645
- eISSN
- 1573-059X
- Number of pages
- 13
- Grant note
- SES-0001316; SES-0001316 / National Science Foundation (http://data.elsevier.com/vocabulary/SciValFunders/100000001)
- Language
- English
- Date published
- 07/2004
- Academic Unit
- Marketing; Psychological and Brain Sciences
- Record Identifier
- 9984962890802771
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