| Author: | Broniarczyk, S. M. Alba, J. W. |
| Title: | The role of consumers' intuitions in inference making |
| Journal: | Journal of Consumer Research
1994 : DEC, VOL. 21:3, p. 393-407 |
| Index terms: | CONSUMER BEHAVIOUR OWN-LABEL GOODS CONSUMER ATTITUDES |
| Language: | eng |
| Abstract: | Traditional explorations of inference making have examined consumers' reactions to product descriptions that lack information about salient attributes. Such studies frequently report systematically lower evaluations of incompletely described alternatives along with a generally low incidence of unprompted attribute-to-attribute inference. We argue that the nature and likelihood of an inference are dependent on the cues available at the time of decision making, and that some cues may exert a disproportionate influence on inference behavior. In several experiments in which subjects were presented with competing cues that implied different values of a missing attribute, we show that intuitive beliefs about the relationships between attributes are percieved as a particularly reliable basis for interattribute inference. |
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