search query: @author Sivakumar, K. / total: 10
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| Author: | Malaviya, P. Sivakumar, K. |
| Title: | The moderating effect of product category knowledge and attribute importance on the attractions effect |
| Journal: | Marketing Letters
1998 : FEB, VOL. 9:1, p. 93-106 |
| Index terms: | MARKETING PRODUCTION CONSUMERS |
| Language: | eng |
| Abstract: | This paper explores the moderating effect of product category knowledge and attribute importance on the attraction effect. The results of this study point to several boundary conditions of the effect. For consumers who have a moderate level of product category knowledge, and for consumers who assign more importance to one product attribute over the other, the attraction effect was strongest. In contrast, the attraction effect was diminished, for consumers with a high or low level of product category knowledge, and for consumers who consider both product attributes about equally important. |
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