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- Title
DOES TASK COMPLEXITY OR CUE INTERCORRELATION AFFECT CHOICE OF AN INFORMATION PROCESSING STRATEGY? AN EMPIRICAL INVESTIGATION.
- Authors
Reilly, Michael; Holman, Rebecca H.
- Abstract
This experiment was a 3 by 2 factorial design intended to explore the effects of task complexity and cue correlation on the selection of a processing strategy by consumers, placed in a choice situation. Undergraduate marketing students (a = 176) were asked to select an automobile from a set of automobiles rated on seven attributes. They were presented with either 2, 6 or 10 automobiles (Factor 1) whose attribute designations were based either on actual product ratings or on randomised ratings (Factor 2). The choice of a processing strategy was. measured by the structured protocol technique.
- Subjects
CONSUMER behavior; TASK analysis; STUDENTS as consumers; CHOICE (Psychology); AUTOMOBILES
- Publication
Advances in Consumer Research, 1977, Vol 4, Issue 1, p185
- ISSN
0098-9258
- Publication type
Article