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What's in a name : using a cue diagnosticity framework to understand consumer product search behaviour

Vocino, Andrea and Oppewal, Harmen 2009, What's in a name : using a cue diagnosticity framework to understand consumer product search behaviour, in ANZMAC 2009 : Sustainable management and marketing conference, Monash University, Melbourne, Vic., pp. 1-9.

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Title What's in a name : using a cue diagnosticity framework to understand consumer product search behaviour
Author(s) Vocino, Andrea
Oppewal, Harmen
Conference name Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)
Conference location Melbourne, Victoria
Conference dates 30 November - 2 December 2009
Title of proceedings ANZMAC 2009 : Sustainable management and marketing conference
Editor(s) Tojib, Dewi
Publication date 2009
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 9
Total pages 9
Publisher Monash University
Place of publication Melbourne, Vic.
Keyword(s) brands
store names
product information search
cue diagnosticity framework
Summary Drawing from the cue diagnosticity framework, this study investigates consumer preference for gathering information about different product attributes. We predict that more specific attributes are more diagnostic and hence will be of greater value to a consumer who is in the process of undertaking a product selection. We test this hypothesis in an online product selection task where respondents can access four different product attributes: brand name, store name, price and warranty. We find that respondents choose to first obtain, almost equally, either brand or price information. We also find part confirmation for the hypothesis that an attribute is more likely to be chosen if it is perceived as having a greater variability in the market.
ISBN 1863081585
Language eng
Field of Research 150506 Marketing Theory
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2009, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30021792

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.