Product familiarity and information processing strategies: An exploratory investigation

  • Raju P
  • Reilly M
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Abstract

A theoretical and empirical examination of the relationship between product class familiarity and usage of information processing strategies is presented. Four major dimensions of information processing strategies are identified and used to conceptualize the linkage between product class familiarity and usage of particular strategies. Research hypotheses are tested in an exploratory study using a laboratory choice situation. Implications of the study with respect to usage of specific strategies and for future research are discussed. © 1980.

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Authors

  • P. S. Raju

  • Michael D. Reilly

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