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Evaluation strategies of American and Thai consumers
Author(s) -
Alden Dana L.,
Stayman Douglas M.,
Hoyer Wayne D.
Publication year - 1994
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220110205
Subject(s) - product (mathematics) , psychology , marketing , advertising , business , mathematics , geometry
The effects of two factors (congruity of product information with consumer expectations and perceived risk associated with the product) on strategies used by consumers to evaluate products are tested in the United States and Thailand. When product information does not match expectations, consumers in both cultures increase evaluation effort and shift from using summary representations stored in memory to evaluation based on actual product attributes. Perceived risk also enhances evaluation effort in both cultures, but does not result in a similar shift from category‐based to attribute‐based processing. © 1994 John Wiley & Sons, Inc.