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Laboratory Measurement of Response to Consumer Information.

by Frederick W Winter
Journal of Marketing Research (JMR) ()


Laboratory experimental procedures were employed in conjunction with objective measures of information adoption to study consumer responsiveness to price information. Findings suggest that information adoption is facilitated when the information is perceived as new by consumers and is presented in a simplified format; evidence also indicates that a situational variable, time cost, plays a significant role in information adoption. [ABSTRACT FROM AUTHOR]

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