產品資訊典型程度對消費者評估過程之影響
Other Title
The Influence of Information Typicality on Product Judgment
Date Issued
2001
Date
2001
Author(s)
DOI
892416H002043
Abstract
The purpose of this study is to
explore how the typicality of product
attributes and consumer’s processing
motivation influence the utilization of
attributes in making memory-based
judgments. The results from two experiment
showed that consumers remember positive
typical product information better. When
processing motivation is low, the
attractiveness of typical information has
stronger impacts on product judgments.
Moreover, consumers with lower processing motivation spend less time to evaluate a
product, feel more confident of their product
judgment, and show higher recall-judgment
correlation.
Subjects
information typicality
processing
motivation
motivation
product evaluation process
memory-based judgment
Publisher
臺北市：國立臺灣大學工商管理學系
Type
report
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