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Title:How consumers use information / BEBR No. 530
Author(s):Sheth, Jagdish N.
Contributor(s):University of Illinois at Urbana-Champaign. College of Commerce and Business Administration
Human information processing.
Issue Date:Nov 20 197
Publisher:[Urbana, Ill.] : College of Commerce and Business Administration, University of Illinois at Urbana-Champaign,
Series/Report:Faculty working papers ; no. 530
Description:Includes bibliographical references (p. [22]).
"How consumers use information is vital to understand for the communicator and the advertiser. There are three aspects about consumers' use of information. First, consumers do not use raw information but process it before using it. This processed information is significantly different from information provided by the communicator with respect to magnitude and descriptive as well as evaluating meaning of the information. Second, consumers are processed information in conjunction with other experiences in order to make judgments with respect to product or brand name in terms of attitudes, intentions and behavior. The mechanisms of judgments are not fully known, but they include the compensatory, conjunctive, disjunctive and lexicographic models of judgment. Third, consumers use information in five different ways: (1) to evaluate alternatives in making a choice; (2) to reinforce past choices as a rationalization process; (3) to resolve conflict between buying and postponing; (4) to remind when to buy and consume frequently purchased products; and (5) to aquire knowledge for epistemic purposes."
Rights Information:In copyright. Digitized with permission of the University of Illinois Board of Trustees. Contact for information.
Copyright Nov 20 1978 Board of Trustees University of Illinois.
Date Available in IDEALS:2011-09-15
Has Version(s):
Identifier in Online Catalog:323803
OCLC Identifier:(OCoLC)ocm05122097

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