search query: @author Moon, J. / total: 12
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| Author: | Moon, J. Tikoo, S. |
| Title: | Consumer Use of Available Information for Making Inferences about Missing Information |
| Journal: | Journal of Business Research
1997 : JUN, Vol. 39:2, p. 135-146 |
| Index terms: | CONSUMER INFORMATION BRANDS CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | A contingency perspective is adopted to examine consumers' use of information from multiple brands for making inferences about information that is missing for one brand. We propose that when two attributes, one for which information is missing and the other for which information is available, are highly correlated, consumer inferences of the missing attribute approach the value of the correlated attribute for the same-brand, and when the variance in the values of the missing attribute across other brands is low, consumer inferences of the missing attribute approach the average of the attribute values for other brands. |
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