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oai:www.ideals.illinois.edu:2142/50488 2023-07-11 col_2142_5131 col_2142_14791 com_2142_5130 com_2142_14790 com_2142_9216

White, Tiffany B. Wyer, Robert S., Jr. White, Tiffany B. Wyer, Robert S., Jr. Viswanathan, Madhubalan Shavitt, Sharon Ha, Younhee 2014-09-16T17:17:58Z 2014-09-16T17:17:58Z 2016-09-22T20:59:15Z 2014-08 2014-09-16 2014-08 Previous research suggests that consumers tend to use indications of products’ popularity to a greater extent when high demands are placed on their cognitive resources such as when decision uncertainty is high and the amount of information presented is large. In this case, products’ popularity is likely to override the effect of specific attribute descriptions. In some cases, however, indications of others’ product preferences can sensitize consumers to a discrepancy between their general knowledge about a product category and their knowledge about the specific products they are evaluating. In my thesis, I identified conditions in which this is the case. I propose that product popularity makes knowledgeable consumers aware of a “knowledge gap,” which increases their curiosity about the uncertain product assortment. Consequently, they think about the products’ attributes in an attempt to understand others’ reactions to the assortment. As a result, the attribute information can have greater influence on their judgments than it would have if popularity information were not presented. Three studies provide evidence to corroborate this expectation. Furthermore, the results show that consumers’ tendency to deliberate on product attribution is stronger when (a) consumers perceive their general product knowledge to be high and (b) making decisions is cognitively demanding. Item withdrawn by Laura Spradlin (lspradl2@illinois.edu) on 2014-05-22T13:57:26Z Item was in collections: University of Illinois Theses & Dissertations (ID: 1) No. of bitstreams: 2 HA_YOUNHEE.docx: 1412275 bytes, checksum: 0e7853d58c8860c3959d55c575e72966 (MD5) HA_YOUNHEE.pdf: 1236466 bytes, checksum: cbdec0b6e64157196a6ff6c9f5e8e625 (MD5) Made available in DSpace on 2014-09-16T17:17:58Z (GMT). No. of bitstreams: 3 Younhee_Ha.pdf: 1305164 bytes, checksum: 12a88a19aff409b30e59c00a2e1e4b81 (MD5) HA_YOUNHEE.docx: 1536838 bytes, checksum: 3112b7a56bcbb4c4b319203874f4bb24 (MD5) license.txt: 4056 bytes, checksum: ac973a80e144e422aeaa2d257fc8b169 (MD5) Embargo set by: Seth Robbins for item 50599 Lift date: 2016-09-16T17:18:17Z Reason: Author requested U of Illinois access only (OA after 2yrs) in Vireo ETD system U of I Only Restriction Lifted for Item 50599 on 2016-09-22T20:59:15Z. http://hdl.handle.net/2142/50488 en Copyright 2014 Younhee Ha consumer decision product popularity Information Processing assortment The effects of product popularity on consumer decisions text Business Administration 1902 Business Administration 0079 University of Illinois at Urbana-Champaign Dissertation Ph.D. PHD:Business Administrtn -UIUC 10KS0079PHD