Noel Capon

A Developmental Study of Consumer Information Processing Strategies

Coauthor(s): Deanna Kuhn. View Publication

Abstract:
Subjects at four age levels (kindergarten, fourth grade, eighth grade, and college) made preference judgments for a set of consumer products varying on four dimensions. Though product preferences reflected independently assessed dimension ratings, subjects had preferences on more dimensions than they took into account in the product ratings. Not until late adolescence did subjects integrate their preferences on two or more dimensions.

Source: Journal of Consumer Research
Exact Citation:
Capon, Noel, and Deanna Kuhn. "A Developmental Study of Consumer Information Processing Strategies." Journal of Consumer Research 7, no. 3 (December 1980): 225-33.
Volume: 7
Number: 3
Pages: 225-33
Date: 12 1980