TITLE

Altering Retrieval Sets: When will Contextual Cues make a Difference?

AUTHOR(S)
Cowley, Elizabeth J.; Law, Sharmistha
PUB. DATE
January 1995
SOURCE
Advances in Consumer Research;1995, Vol. 22 Issue 1, p323
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Article
ABSTRACT
A study is presented on consumer choice based on brand information, focusing on ways that prior knowledge influences contextual retrieval cues and set formation in consumer preferences. Brand choice, expert versus non-expert decision making, and encoding are discussed, as well as information recall, knowledge structure, and retrieval sets. Undergraduate students participated in the study, which involved offering brand information on merchandise from a bicycle shop. Image versus function in brand selection was controlled in the experiment, which offered students different purchase contexts for choosing a bicycle.
ACCESSION #
9307155672

 

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