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The Effects of Contextual Cues on Consumers Judgment under Uncertainty

Abstract

This research investigated contextual effect on consumers' cue-utilization policies in making judgments under uncertainty. Study I suggested that the utilization of base and case information varies as a function of numerical values of the cues. And study II experimentally manipulated the source of case information which influence perceived relevance with judgment and explored its effects on cue utilization. Two studies revealed evidence inconsistent with previous research on under-utilization of base-rate information.

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