Effect of Product Familiarity on Consumer Decision Making : A Longitudinal-Experimental Study of New Product Purchases
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The effect of product familiarity on the dynamic aspect of consumer decision making is investigated in terms of Consumer Information Processing System(CIPS). The familiarity of a new product was investigated by actual experiences in a longitudinal study. The existence of various types of multiphase choice process was found in addition to the commonly assumed type of two phase process. An attempt to describe these choice process models and the decision rules in terms of several factors of CIPS was made.
Abstract
The effect of product familiarity on the dynamic aspect of consumer decision making is investigated in terms of Consumer Information Processing System(CIPS). The familiarity of a new product was investigated by actual experiences in a longitudinal study. The existence of various types of multiphase choice process was found in addition to the commonly assumed type of two phase process. An attempt to describe these choice process models and the decision rules in terms of several factors of CIPS was made.