Abstract

Two experiments were conducted to investigate whether consumers average or add attribute information in terms of trade-off process among weight values. In experiment 1 and experiment 2, a wrist watch for durable goods and portable tissues for nondurable goods were selected as experimental products. As usage situations of products, fashion and exercise for a wrist watch and handkerchief and beauty for portable tissues were selected in experiment 1 and 2. As product attributes, design and water-resistance for a wrist watch and softness and the degree of resistance to water for portable tissues were selected in experiment 1. Brand and water-resistance for a wrist watch and brand and the degree of resistance to water for portable tissues were selected in experiment 2. The results showed that consumers averaged product attribute information by changing weight values in all experiment, regardless of product types. Consequently, averaging model would seem to provide a valuable starting point for analyses of consumer cognitive processes.