The Effect of Individual and Situation-Related Factors on Consumer Selection of Judgmental Models
Journal of Marketing ResearchPublished 1 May 1976
C. Whan Park
Citations100
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
The study reported tests the hypotheses that the consumer's use of a specific judgmental model in evaluating a product is a function of prior familiarity and/or product complexity. The results indicate that the two factors influence the respondent's selection of judgmental models.
Keywords
PsychologyDecision SciencesBusiness, Management and Accounting
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