Familiarity and Its Impact on Consumer Decision Biases and Heuristics
Issue Date
1981-09Author
Park, C. Whan
Lessig, V. Parker
Publisher
University of Chicago Press
Type
Article
Article Version
Scholarly/refereed, publisher version
Published Version
http://www.jstor.org/stable/2488834Metadata
Show full item recordAbstract
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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Citation
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.
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