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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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.
Field of Research
150506 Marketing Theory
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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