Is it worth focusing on product details? How consumers use abstract product information in direct response to product alternatives
MetadataShow full item record
mailto:?subject=I recommend a publication at SGH Repository&body=I recommend a publication “Is it worth focusing on product details? How consumers use abstract product information in direct response to product alternatives” available at SGH Repository [http://hdl.handle.net/20.500.12182/965]. Recommend
This paper proposes a model showing how response self-relevance shapes the use of abstract product attributes in the consumer response (i.e., evaluation and choice) to a set of product alternatives perceived directly (i.e., with no accompanying verbal message). The related existing literature scarcely studied the above relationship, focusing instead on consumer response to a verbal message about a single product alternative. The model developed in this paper is examined in multi-stage research, including the main survey on product evaluation and choice, and a preliminary study, using Exploratory Factor Analysis to identify the structure of direct product perception. The results suggest that, for the high self-relevance response (i.e., choosing alternatives for own usage), consumers who process more analytically respond more consistently with the evaluation of abstract attributes. On the other hand, for the low self-relevance response (i.e., mere evaluation of product alternatives), consumers who process more analytically respond more consistently with the evaluation of attributes perceived as important. This paper extends the current views on the relationship between self-relevance and the use of abstract attributes into the domain of the consumer direct response to a set of product alternatives. The findings may support managers in allocating their focus on product attributes between the abstract ones and those perceived as important.
Website of the publisherhttps://wseas.org/cms.action?id=4016
Using this material is possible in accordance with the relevant provisions of fair use or other exceptions provided by law. Other use requires the consent of the holder.
Showing items related by title, author, creator and subject.
Factors Influencing Labor Productivity in Modern Economies: A Review and Qualitative Text Analysis Radło, Mariusz-Jan; Tomeczek, Artur F. (2022)We conduct a semi-systematic literature review and a qualitative text analysis of 141 publications on labor productivity. We have identified 12 factors that play a leading role in economic research of labor productivity: ...
Self-relevance diminishes the effectiveness of importance and trustworthiness cues in consumer response to online product-related messages Trzebiński, Wojciech; Marciniak, Beata; Gaczek, Piotr (2022)The existing literature suggests that people rely less on norms and conventions when the context is more relevant to them. On that account, the paper proposes that the self-relevance of response to an online product ...
Rutecka-Góra, Joanna; Bielawska, Kamila; Hadryan, Milena; Kowalczyk-Rólczyńska, Patrycja; Pieńkowska-Kamieniecka, Sylwia (Oficyna Wydawnicza SGH, 2020-07)Monografia pt. "Zrozumiałość, przejrzystość i efektywność indywidualnych produktów emerytalnych w Polsce" jest dziełem naukowym ujmującym w sposób kompleksowy zagadnienia rozwoju indywidualnych produktów emerytalnych, ze ...