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Use of Product‐Testing Organizations' Recommendations as a Strategy for Choice Simplification
Author(s) -
OLSHAVSKY RICHARD W.,
ROSEN DENNIS L.
Publication year - 1985
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.1985.tb00347.x
Subject(s) - product (mathematics) , marketing , brand names , product category , advertising , business , consumer choice , psychology , mathematics , geometry
A re‐examination of survey data concerning the manner in which subscribers to Consumer Reports actually use the information presented in the magazine suggests that some subscribers simplify their decision making by following the brand recommendations provided. The results of a separate laboratory study with students as subjects provide additional evidence for the use of brand recommendations as part of a decision simplifying strategy. Implications of the findings for public policy are discussed.