Covariation assessment by consumers

Article Abstract:

Two experiments were conducted to investigate the effect of prior beliefs and information format on consumers' assessment of the relationship between price and quality for four frequently purchased grocery products. In these studies, consumers were shown sets of data, each of which presented ranks of 10 brands of a product category on price and quality. Contrary to prior research on illusory correlation, consumers' estimates of covariation were relatively accurate and unaffected by the availability of relevant prior beliefs about the nature of the relationship between price and quality for grocery products in general or by format manipulations that varied the ease or difficulty of processing the data. These findings are discussed in terms of the effect of detailed instructions, the availability of simple heuristics for processing rank-ordered data, differences between social and consumer perceptions, and the stages of consumer information processing most likely to be affected by prior beliefs. (Reprinted by permission of the publisher.)

Product quality, Behavior, Pricing, Consumer preferences, Public opinion, Groceries

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The development of consumer knowledge in children: a cognitive structure approach

Article Abstract:

When older children are exposed to more information about the consumer purchasing process, they develop stronger memory structures concerning purchasing. However, this is not the case in younger children. The difference is in cognitive development. Older children are capable of more sophisticated processing strategies than their younger counterparts. The accumulation of experience in the marketplace does not begin early in youth.

Psychological aspects, Social aspects, Marketing research, Market research, Advertising research, Children as consumers, Child consumers

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Growing up in a material world: age differences in materialism in children and adolescents

Article Abstract:

Age differences in materialism in children and adolescents 8-18 years old are investigated in two studies. Materialism increases from middle childhood to early adolescence and decreases afterward. Inducing high self-esteem decreases materialism.

United States, Influence, Children, Demographic aspects, Self-esteem, Self esteem, Child behavior, Materialism, Child behaviour, Adolescent behaviour, Adolescent behavior, Report

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