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Information Acquisition Behavior in Brand Choice Situations

Jacob Jacoby, George J. Szybillo and Jacqueline Busato-Schach
Journal of Consumer Research
Vol. 3, No. 4 (Mar., 1977), pp. 209-216
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489606
Page Count: 8
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Information Acquisition Behavior in Brand Choice Situations
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Abstract

A behavioral process methodology was utilized to examine the amount and type of information acquired by consumers from package panels prior to making purchase decisions. Consumers selected few information dimensions from larger information arrays, with brand name and price most frequently selected. Less information was selected when brand name was available, perhaps because brand name serves as information "chunk" in consumer decision-making.

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