The Effects of Frequency Knowledge on Consumer Decision Making

Abstract

The proposition is advanced that knowledge about the mere number of positive and negative attributes possessed by a brand is an important component of a consumer's knowledge structure. A series of experiments is presented that illustrates the unique character of frequency knowledge and its potential role in decision making. In general, it is shown that frequency knowledge can influence judgment and choice, particularly when other types of information have been poorly encoded, poorly remembered, or poorly understood.