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Title:Determinants of Cue Choice Behavior
Author(s):Schellinck, Douglas Anton
Department / Program:Business Administration
Discipline:Business Administration
Degree Granting Institution:University of Illinois at Urbana-Champaign
Subject(s):Business Administration, Marketing
Abstract:This research reports the results of an experiment examining the effect of time pressure, perceived risk and accountability on people's choice of cues perceived as high in predictive value and low in confidence value versus cues perceived as low in predictive value and high in confidence value. In phase one of the study, fifty subjects from a subject pool of university undergraduate students rated a set of fifteen product cues on predictive and confidence value. Eight cues were then selected for the second phase of the experiment, four rated high on predictive value but low in confidence value, and four rated low in predictive value and high in confidence value. Phase two was a factorial 2 x 2 x 2 experiment with 208 subjects from the same subject pool as phase one. Subjects were asked to appraise the quality of five brands of pagers (beepers) using only four of the eight cues available for each brand.
Three hypotheses are presented and tested. They are (1) As time pressure increases there will be a greater tendency to depend on high confidence value cues. (2) As performance uncertainty increases there is a greater tendency to depend on high predictive value cues. (3) If a person feels accountable to another person for his decision the tendency to depend on high predictive value cues will be greater.
Issue Date:1980
Description:144 p.
Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 1980.
Other Identifier(s):(UMI)AAI8108653
Date Available in IDEALS:2014-12-13
Date Deposited:1980

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