Extract
The effects of consumer involvement and training on heuristics and biases *.
ABSTRACT
To examine the role of involvement and training in reducing biases and heuristics, an experiment was designed and conducted at a large Northern California University, and 319 out of 360 questionnaires were returned and useful. The results showed that the biases and errors caused by representativeness and availability exist in consumer purchase-making process. Increasing involvement does not help consumers avoid these biases and errors. However, training consumers with the necessary statistical skills and knowledge can significantly reduce them. Last, there is no interaction between involvement and training. Implications are discussed as well. Keywords: Heuristics, Consumer Involvement, Training, Biases. 1. INTRODUCTION There are generally two ways for consumers to process information: systematic processing and heuristic processing (Chaiken, Liberman, and Eagly, 1989). Research has shown that the following factors affect whether consumers choose systematic or...See the full content of this document
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