search query: @author Menon, G. / total: 4
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| Author: | Menon, G. |
| Title: | The effects of accessibility of information in memory on judgments of behavioral frequencies |
| Journal: | Journal of Consumer Research
1993 : DEC, VOL. 20:3, p. 431-440 |
| Index terms: | INFORMATION SURVEYS CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | This article examines the process by which behavioral frequency judgments are generated in consumer surveys. The results from three experiments indicate that the regularity and the similarity of a frequently occurring behavior determine (a) the accessibility of the requisite information in memory, and therefore the process by which the judgement is generated, and (b) the accuracy of the associated frequency report. Further, the use of heuristics such as rates of occurrence result in more accurate frequency judgments than the use of recall-and-count strategies based on episodic recall. |
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