Lee, Alvin, Chua, Hui Min and Wang, ShaSha 2010, Consumers who don't want to look for information, in ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, Department of management, College of business and economics, University of Canterbury, Christchurch, N.Z..
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ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference
Ballantine, Paul Finsterwalde, Jörg
Australian and New Zealand Marketing Academy Conference
Department of management, College of business and economics, University of Canterbury
Place of publication
A model to identify and classify consumers with high resistance to searching for information (HRSI) was developed and tested. We found that individuals with high levels of confidence about a purchase but who also ascribed low levels of personal importance to the transaction were significantly (p=.004) more likely to be HRSI. Using Multiple Discriminant Analysis, our model classified and predicted HRSI consumers well (p=.004, 57% above chance) but not low-resistance consumers (p=.6, 26.4% below chance).
Reproduced with the kind permission of the copyright owner.
Field of Research
159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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