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| Author: | Ross, W. Creyer, E. |
| Title: | Making Inferences about Missing Information: The Effects of Existing Information |
| Journal: | Journal of Consumer Research
1992 : JUNE, VOL. 19, p.14-25 |
| Index terms: | CONSUMER CHOICE PRODUCT INFORMATION CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | The inference-formation process is examined from an information-processing perspective. It is proposed that the consumer will first examine the attribute with missing information across brands and then examine other attributes within a brand. The two experiments described here show that high variation in other-brand information results in a statistically significant discount to the inferred value even with low variation in same-brand information. |
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