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- Title
The Effect of Buying Decisions on Consumers' Assessment of their Tastes.
- Authors
Simonson, Itamar
- Abstract
Building on the notion that consumers are often uncertain about their tastes or weights, this research examines the proposition that consumers might infer their importance weights from their choices and the choice sets they evaluate. It is also hypothesized that the degree to which choice affects self-assessed weights depends on the consumer's familiarity with the product category and the available product information. The results of an experiment demonstrated that consumers' assessments of their importance weights can influenced by the choice set they previously evaluated. This effect, however, was not moderated by familiarity or provided product information.
- Subjects
CONSUMER preferences; DECISION making; PURCHASING; CONSUMERS; PRODUCT management; HYPOTHESIS
- Publication
Marketing Letters, 1991, Vol 2, Issue 1, p5
- ISSN
0923-0645
- Publication type
Article
- DOI
10.1007/BF00435191