search query: @author Talukdar, D. / total: 5
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| Author: | Moorthy, S. Ratchford, B. Talukdar, D. |
| Title: | Consumer information search revisited: theory and empirical analysis |
| Journal: | Journal of Consumer Research
1997 : MAR, VOL. 23:4, p. 263-277 |
| Index terms: | MARKETING CONSUMER RESEARCH CONSUMER INFORMATION |
| Language: | eng |
| Abstract: | A comprehensive theoretical framework for understanding consumers' information search behavior is presented. Unlike previous research, this model identifies not only what factors affect consumers' search behaviour but also how these factors interact with each other. In particular, the model emphasizes the effect of prior brand perceptions on the search process. The authors argue that when consumers have brand-specific prior distributions of utility, the existence of relative uncertainty among brands is necessary for search to be useful. |
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