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The Effects of Consumer Education on Consumer Search
Author(s) -
FAST JANET,
VOSBURGH RICHARD E.,
FRISBEE WILLIAM R.
Publication year - 1989
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.1745-6606.1989.tb00236.x
Subject(s) - consumer education , consumer information , marketing , advertising , consumer behaviour , business
This paper reports the results of an empirical investigation of the relationship between selected consumer and marketplace characteristics—focusing on participation in consumer education activities—and consumers’ prepurchase information search behavior. A need exists for further study of the counteractive effects that consumer education is likely to have with respect to preferences for search and to the efficiency with which consumers conduct search.