A study of information search behavior during the categorization of new products

Article Abstract:

Consumers are confronted with hundreds of new products each year, yet little is known about how these new products are integrated into existing knowledge structures. Depending on the new products' similarity or dissimilarity to categories stored in memory, consumers' information search may be influenced. In this study, consumers' information-seeking behavior was explored during the categorization of new products that differed in varying degrees from preexisting category expectations. Results suggest that subjects manage the cognitive effort of search by limiting the breadth of search. However, an inverted-U relationship exists between discrepancy and depth of search. Thus, it appears that, at a moderate level of discrepancy, subjects may examine a relevant set of attributes in greater depth rather than search for information on a broad range of attributes. With high discrepancy, however, it appears that subjects try alternative internal strategies rather than search for more information. (Reprinted by permission of the publisher.)

Psychological aspects, Evaluation, Consumer behavior, New products, Product introduction

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The effects of product class knowledge on information search behavior

Article Abstract:

The three goals of the research presented are to clarify the meaning and measurement of consumer product class knowledge; to analyze existing laboratory methodologies used to study information search behavior and to propose a new methodology that enhances earlier techniques; and to examine the effects of product class knowledge on information search behavior using a new laboratory methodology. It is shown that the acquisition of new information is facilitated and search efficiency increased by prior knowledge, and that the conceptual distinction between objective and subjective knowledge is supported.

Social aspects, Analysis, Brand choice, Consumer preferences, Consumer education, Knowledge, Sociology of, Sociology of knowledge

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Search monitor: an approach for computer-controlled experiments involving consumer information search

Article Abstract:

This article describes a microcomputer program that can facilitate research on consumer information search and decision making. Search Monitor is a menu-driven user interface with data collection and recording facilities. This article suggests research problems for which Search Monitor is appropriate and briefly describes its features and options. (Reprinted by permission of the publisher.)

Usage, Software, Marketing research, Market research, Information storage and retrieval systems

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