Identifying consumers who resist looking for information
Data(s) |
01/01/2012
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Resumo |
Entities like advertisers and public service agencies encounter consumers who are<br />resistant to searching for information. Resistance to information-search is a latent<br />phenomenon that has received little attention from marketers (Case, 2007; Levy, Webster & Kerin, 1983).This is perhaps due to difficulties associated with finding and identifying those who are resistant to looking; those who don’t search do not leave a detectable mark. These consumers miss out on information that may help them make better consumption decisions. They also remain uninformed about crucial broadcasts like product recalls and warnings (Capon & Lutz, 1979). |
Identificador | |
Idioma(s) |
eng |
Publicador |
Academy of Marketing |
Relação |
http://dro.deakin.edu.au/eserv/DU:30076075/lee-identifyingconsumers-2012.pdf |
Direitos |
2012, Academy of Marketing |
Tipo |
Conference Paper |