Hagerty, Michael R.; Aaker, David A.
June 1984
Marketing Science;Summer84, Vol. 3 Issue 3, p227
Academic Journal
This paper presents a model predicting how the consumer should search for information, then compares these predictions to how consumers actually search. In contrast to the extensive efforts to build descriptive models of consumer information processing, the work at creating normative models is both recent and far less extensive. Yet normative models can provide insights and testable hypotheses as to how consumers process information and thus contribute to the descriptive modeling tradition. More important, they can help those who are interested in designing effective consumer information programs-both public policy makers and firms that are motivated to attempt to improve consumer decision making. Normative models can provide a set of constructs and a structure helpful in the development and refinement of consumer information programs. Also, they can provide a basis for comparison of actual information search patterns to the optimal. The contexts in which consumers engage in nonoptimal information search may suggest the need for a consumer information program or a program refinement.


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