Information Sort and Consumers' Evaluation of Prices

Several online retailers provide information filtering tools like sorting by brand name and by price. This research argues that such tools influence consumers' reliance on past covariation beliefs. The results show that when consumers have motivation to process information, sorting by brand nam...

Full description

Saved in:
Bibliographic Details
Published inAdvances in Consumer Research Vol. 35; p. 1
Main Authors Suri, Rajneesh, Cai, Jane Zhen, Thakor, Mrugank
Format Conference Proceeding
LanguageEnglish
Published Urbana Association for Consumer Research 01.01.2008
Subjects
Brand names
Consumer behavior
Electronic commerce
Information
Studies
Online AccessGet full text

Cover

More Information
Summary:Several online retailers provide information filtering tools like sorting by brand name and by price. This research argues that such tools influence consumers' reliance on past covariation beliefs. The results show that when consumers have motivation to process information, sorting by brand names rather than price will increase consumers' reliance on past covariation beliefs leading to the use of price information to evaluate a target product. However, when motivation to process information is low, irrespective of whether the information was sorted by price or by brand name, consumers relied on covariation beliefs to evaluate the target product.
ISSN:0098-9258