.png){kind=logo}
ISSN : 1229-8778
This study examines consumer inferences about product attributes that are unobservable at the time of the decision. The purpose of this study is that consumers use their knowledge of market efficiency, the availability of the price information, interattribute correlation, and product type to make inferences about the unobservable attributes when a certain attribute of the alternatives is unavailable. The results of experiment 1 are the following. First, main effect about the availability of price information was significant. Second, two way interaction of market efficiency × price parity information was significant. Therefore, the availability of price information moderates the impact of perceived market efficiency on consumer's inference strategy. According to the result of experiment 2, only interattribute correlation was significant to consumer inference among three of them. Thus in the presence of attributes that were perceived to be correlated, a significant number of subjects made compensatory inferences. But in the absence of interattribute correlation, compensatory inferences were significantly stronger and comparable in strength to evaluative consistency inferences. In a series of two experiments, we showed that compensatory inferences were more pronounced when price information was available, compared with when price information was not provided. And this study showed that for equally priced brands, the brand that is superior on the available attributes was more likely to be perceived as inferior on the unobservable attribute in the presence of efficiency cues. Also, in presence of cues for probabilistic inference, consumers are more likely to draw compensatory inferences.
권익현 (1992). 상품가격과 시장효율성에 대한 소비자의 인식: 제품 간의 차이. 이화여자대학교 경영연구소 경영논총, 10, 102- 103.
문정숙, 김경미 (1991). 경험, 지식, 제품 특성이 가격-객관적 품질 관계에 대한 소비자인지에 미치는 영향에 관한 연구. 소비자학연구, 2(2), 27-40.
문준연 (1995). 누락정보에 관한 소비자의 추론: 제품속성 간 상관관계와 상표 간 분산의 영향. 소비자학연구, 6(2), 15-33.
양윤, 이주현 (1998). 제품유형, 가격 제시 틀 및 가격 변화 유형이 소비자의 가격에 대한 심적 계산에 미치는 영향. 소비자학연구, 9(2), 109-130.
조정주 (1999). 누락된 정보추론에 관한 소비자의 반응: 가격효과를 중심으로. 석사학위 청구논문. 이화여자대학교 대학원 경영학과.
차배근, 조성겸(1993). 광고에서 정보 누락이 상품 평가에 미치는 영향. 광고연구, 겨울호, 5-29.
Agarwal, M., & Ratchford, B. (1980). Estimating demand functions for product characteristics: The case of automobiles. Journal of Consumer Research, 7, 249-262.
Beckwith, N., & Lehmann, D. (1975). The importance of halo effects in multi-attribute attitude models. Journal of Marketing Research, 12(August), 265-275.
Besanko, D., Gupta, S., & Jain, D. (1998). Logit demand estimation under competitive pricing behavior: An equilibrium framework. Management Science, 44, 1533-1547.
Bettman J., John D., & Scott C. (1986). Covariation assessment by consumers. Journal of Consumer Research, 13(December), 316-326.
Broniarczyk, S., & Alba, J. (1994). The role of consumers' intuitions in inference making. Journal of Consumer Research, 21, 393-407.
Chernev, A., & Carpenter, G. (2001). The role of market efficiency institutions in consumer choice: A case of compensatory inferences. Journal of Marketing Research, 38(3), 349-361.
Cohen, J. B., Miniard, P. W., & Dickson, P. R. (1980). Information integration: An information processing perspective. Advances in Consumer Research, 7, 161-169.
Cooper, W. (1981). Ubiquitous halo. Psychological Bulletin, 90(2), 218-244.
Darke, P. R. & Freedman, J. L. (1993). Deciding whether to seek a bargain: Effects of both amount and percentage off. Journal of Applied Psychology, 78, 960-965.
Darke, P. R., Freedman, J. L., & Chaiken, S. (1995). Percentage discounts, initial price, and bargain hunting: A heuristic-systematic approach to price search behavior. Journal of Applied Psychology, 80, 580-586.
Davis, H. L., & Rigaux, B. P. (1974). Perceptions of marital roles in decision process. Journal of Consumer Research, 1(June), 51-62.
Dick, A., Chakravarti, D., & Biehal, G. (1990). Memory based inferences during consumer choice. Journal of Consumer Research, 17, 82-93.
Downing, C., Sternberg, R., & Ross, B. (1985). Multicausal inference: Evaluation of evidence in causally complex situations. Journal of Experimental Psychology: General, 114, 239-263.
Fishbein, M., & Ajzen, I. (1975), Belief, attitude, intention, and behavior: An introduction to theory and research. Readding, MA: Addison-Wesley.
Ford, G., & Smith, R. (1987). Inferential beliefs in consumer evaluation: An assessment of alternative processing strategies. Journal of Consumer Research, 14, 363-371.
Frish, D. (1993). Reasons for framing effects. Organizational Behavior and Human Decision Prosesses, 54, 399-429.
Gardial S., & Biehal G. (1987). Measuring consumers' inferential processing in choice. Advances in Consumer Research, 14, 101-105.
Gestner E. (1985). Do higher prices signal higher quality? Journal of Marketing Research, 22, 209-215.
Grewal, D., & Baker, J. (1994). Do retail store environmental factors affect consumers' price acceptability? An empirical examination. International Journal of Research in Marketing, 11, 107-115.
Grewal, D., Gotlieb, J., & Marmorstein, H. (1994). The moderating effects of message framing and source credibility on the price-perceived risk relationship. Journal of Consumer Research, 21(June), 145-153.
Hauser, J., & Shugan, S. (1983). Defensive marketing strategies. Marketing Science, 4(Fall), 319-360.
Hoch, S. (1984). Hypothesis testing and consumer behavior: If it works, don't mess with it. Advances in Consumer Research, 11, 478-483.
Huber, J., & McCann, J. (1982). The impact of inferential beliefs on product evaluations. Journal of Marketing Research, 19, 324-333.
Inmann, J. J., McAlister, L., & Hoyer, W. D. (1990). Promotion signal: Proxy for a price cut. Journal of Consumer Research, 17, 74-81.
Jaccard, J., & Wood, G. (1988). The effects of incomplete information on the formation of attitudes toward behavioral alternatives. Journal of Personality and Social Psychology, 54(4), 580-591.
John, D., Scott, C., & Bettman, J. (1986). Sampling data for covariation assessment: The effect of prior beliefs on search patterns. Journal of Consumer Research, 13, 38-47.
Johnson, R. (1987). Making judgments when information is missing: Inferences, biases, and framing effects. Acta Psychologica, 66(1), 69-82.
Johnson, R. (1989). Making decisions with incomplete information: The first complete test of the inference model. Advances in Consumer Research, 16, 522-528.
Johnson, R., & Levin, I. (1985). More than meets the eye: The effect of missing information on purchase evaluations. Journal of Consumer Research, 12, 169-177.
Kardes F., Posavac S., & Cronley, M. L. (2004). Consumer inference: A review of process, bases, and judgement contexts. Journal of Consumer Psychology, 14(3), 230-256.
Kardes, F., & Sanbonmatsu, D. (1993). Direction of comparison, expected feature correlation, and the set-size effect in preference judgment. Journal of Consumer Psychology, 2(1), 39-54.
Lambert, Z. (1972). Price and choice behavior. Journal of Marketing Research, 9(1), 35-40.
Lichtenstein, D., & Burton, S. (1989). The relationship between perceived and objective price quality. Journal of Marketing Research, 26, 429-443.
Meyer, R. (1981). A model of multiattribute judgments under attribute uncertainty And information constraint. Journal of Marketing Research, 18, 428-441.
Meyer, R. (1982). A descriptive model of consumer information search behavior. Marketing Science, 1, 93-121.
Monroe, K. B., Della Bitta, A. J., & Downey, S. L. (1977). Contextual influences on subjective price perceptions. Journal of Business Research, 5(December), 277-291.
Nisbett, R., & Wilson, T. (1977). Telling more than we can know: Verbal reports on mental processes. Psychological Review, 84(May), 231-159.
Rao, A., & Monroe, K. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations. Journal of Consumer Research, 15(September), 253-264.
Ratchford, B. (1979). Operationalizing economic models of demand for product characteristics. Journal of Consumer Research, 6, 76-85.
Ross, W., & Creyer, E. (1992). Making inferences about missing information. The effects of existing information. Journal of Consumer Research, 19, 14-25.
Shapiro, I. J. (1973). Marketing terms: definitions, explanation and/or aspects (3rd ed). West Long Branch, NJ: S-M-C.
Simmons, C., & Leonard N. (1990). Inferences about missing attributes: Contingencies affecting the use of alternative information sources. Advances in Consumer Research, 17, 266-274.
Simmons, C., & Lynch, J. (1991). Inference effects without inference making? Effects of missing information on discounting and use of presented information. Journal of Consumer Research, 17, 477-491.
Slovic, P., & MacPhillamy, D. (1974). Dimensional commensurability and cue utilization in comparative judgment. Organizational Behavior & Human Performance, 11(2), 172-194.
Sproles, G. (1977). New evidence on price and quality. Journal of Consumer Affairs, 11, 63-77.
Tellis, G., & Wernerfelt, B. (1987). Competitive price and quality under asymmmetric information. Marketing Science, 6(Summer), 240-253.
Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4(summer), 199-214.
Wright, P. L. (1975). Consumer choice strategies: Simplifying vs. optimizing. Journal of Marketing Research, 12(February), 60-67.
Yates, J. F., Jagacinski, C. M., & Faber, M. D. (1978). Evaluation of partially described multiattribute options. Organizational Behavior & Human Performance, 21(2), 240-251.