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- Title
Brand Choice Behavior as a Function of Information Load: Replication and Extension.
- Authors
Jacoby, Jacob; Speller, Donald E.; Berning, Carol Kohn
- Abstract
The hypothesis that finite limits exist to the amount of information consumers can effectively use was tested by operationalizing information load in terms of number of brands and amount of information per brand provided. The results of an experiment involving 192 housewives tend to confirm this hypothesis.
- Subjects
BRAND choice; HOUSEWIVES as consumers; MARKETING research; CONSUMER behavior; CONSUMER preferences; REPLICATION (Experimental design); CONSUMER research; BRAND name products; PRODUCT advertising; BRANDING (Marketing); HOUSEWIVES; PSYCHOLOGY
- Publication
Journal of Consumer Research, 1974, Vol 1, Issue 1, p33
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1086/208579