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Familiarity and Its Impact on Consumer Decision Biases and Heuristics
Park, C. Whan Lessig, V. Parker
Park, C. Whan
Lessig, V. Parker
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Abstract
The impact of familiarity on consumer decision biases and heuristics is examined. Subjects at three different familiarity levels revealed interesting differences in perceptual category breadth, usage of functional and nonfunctional product dimensions, decision time, and confidence.
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1981-09
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University of Chicago Press
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Park, C. Whan and Lessig, V. Parker. (1981) Familiarity and Its Impact on Consumer Decision Biases and Heuristics. Journal of Consumer Research, 8, 2, 223-230.