Integrating multiple opinions: the role of aspiration level on consumer response to critic consensus
Article Abstract:
Consumers assimilate critical opinions into their product evaluation process based on individual social aspiration levels. Consumers will prefer critic disagreement for products that fall below their aspiration level, those that are high-priced and those that are associated with high social risk. Critical consensus is preferred for products above a specific social aspiration level.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1998
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Constructive Consumer Choice Processes
Article Abstract:
Consumer decision making is constructive because consumers often do not have well-defined preferences and they are likely governed by the concept of bounded rationality, which is when some limitations are evident in the capacity to process information. Consumers often consider many different factors and many different goals when making a purchasing decision.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1998
User Contributions:
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