Consumers who don't want to look for information
| Contribuinte(s) |
Ballantine, Paul Finsterwalde, Jörg |
|---|---|
| Data(s) |
01/01/2010
|
| Resumo |
A model to identify and classify consumers with high resistance to searching for information (HRSI) was developed and tested. We found that individuals with high levels of confidence about a purchase but who also ascribed low levels of personal importance to the transaction were significantly (p=.004) more likely to be HRSI. Using Multiple Discriminant Analysis, our model classified and predicted HRSI consumers well (p=.004, 57% above chance) but not low-resistance consumers (p=.6, 26.4% below chance).<br /> |
| Identificador | |
| Idioma(s) |
eng |
| Publicador |
Department of management, College of business and economics, University of Canterbury |
| Relação |
http://dro.deakin.edu.au/eserv/DU:30036225/lee-consumerswho-2010.pdf http://anzmac2010.org/proceedings/pdf/anzmac10Final00409.pdf |
| Direitos |
2010, ANZMAC |
| Tipo |
Conference Paper |
