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Identifying consumers who resist looking for information

conference contribution
posted on 2012-07-02, 00:00 authored by Alvin LeeAlvin Lee, Sadeque, Saalem
Entities like advertisers and public service agencies encounter consumers who are resistant to searching for information. Resistance to information-search is a latent phenomenon that has received little attention from marketers (Case, 2007; Levy, Webster & Kerin, 1983).This is perhaps due to difficulties associated with finding and identifying those who are resistant to looking; those who don’t search do not leave a detectable mark. These consumers miss out on information that may help them make better consumption decisions. They also remain uninformed about crucial broadcasts like product recalls and warnings (Capon & Lutz, 1979).

History

Pagination

1-6

Location

Southampton, Eng.

Start date

2012-07-02

End date

2012-07-05

ISBN-13

9780854329472

Language

eng

Publication classification

E1.1 Full written paper - refereed, E Conference publication

Copyright notice

2012, Academy of Marketing

Title of proceedings

Proceedings of the 2012 Conference of the Academy of Marketing; AM2012

Event

Academy of Marketing Conference (2012: Southhampton, Eng.)

Publisher

Academy of Marketing

Place of publication

Southampton, Eng.

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