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| Author: | Herpen, E. van Pieters, R. |
| Title: | Anticipated identification costs: Improving assortment evaluation bu diagnostic attributes |
| Journal: | International Journal of Research in Marketing
2007 : MAR, VOL. 24:1, p. 77-88 |
| Index terms: | consumer choice consumers costs evaluation |
| Language: | eng |
| Abstract: | This article claims that consumers often make quick assessment of product assortments, to determine if these are worthwhile for further investigation. Anticipating how difficult it will be to distinguish the various options in the assortment, will influence consumers assortment evaluations. This article shows for example that these anticipated identification costs are conceptually and empirically distinct from anticipated decision-making costs. It posits that the impact of such diagnostic extrinsic attributes depends on the assortment's complexity. |
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