The effect of prior knowledge on price acceptability and the type of information examined
Article Abstract:
This article assesses whether differences in prior knowledge result in differences in (1) price acceptability and (2) the extent to which different types of information are examined. Using a personal computer-based methodology, subjects who varied in their prior product knowledge provided price responses, and the time they spendt examining various kinds of information was measured. Acceptable price-range end-points (price limits) were found to be lowest for low-knowledge subjects. Further, the extent to which price and related extrinsic information was examined was found to be lowest for moderately knowledgeable subjects. Results from a second study provide substantive support for the claim that increasing prior knowledge is accompanied by an increase in both limits of the acceptable price range. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1992
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The influence of familial and peer-based reference groups on consumer decisions
Article Abstract:
A replication and extension of a study performed by Bearden and Etzel are reported in this article. The influence of peers on individuals' product and brand decisions for products that range in their degree of conspicuousness is examined for comparable samples in the United States and in Thailand to assess the validity of the original framework over time and across cultural contexts. Further, the influence of the family is addressed through an examination of intergenerational influences across the two cultures. The results of the study lend support to the original theoretical approach and also provide insight into how reference-group influence may vary depending on whether the influence is exercised by a member of a peer group or by a family member. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1992
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