A Study of Information Search Behavior during the Categorization of New Products

Consumers are confronted with hundreds of new products each year, yet little is known about how these new products are integrated into existing knowledge structures. Depending on the new products similarity or dissimilarity to categories stored in memory, consumers information search may be influenced. In this study, consumers' information-seeking behavior was explored during the categorization of new products that differed in varying degrees from preexisting category expectations. Results suggest that subjects manage the cognitive effort of search by limiting breadth of search. However, an inverted-U relationship exists between discrepancy and depth of search. Thus, it appears that, at a moderate level of discrepancy, subjects may examine a relevant set of attributes in greater depth rather than search for information on a broad range of attributes. With high discrepancy, however, it appears that subjects try alternative internal strategies rather than search for more information. Copyright 1992 by the University of Chicago.

[1]  E. Rosch,et al.  Family resemblances: Studies in the internal structure of categories , 1975, Cognitive Psychology.

[2]  D. C. Howell.  Statistical Methods for Psychology , 1987 .

[3]  C. Hendrick,et al.  Decision time as a function of the number and complexity of equally attractive alternatives. , 1968, Journal of personality and social psychology.

[4]  A. Greenwald.  Within-subjects designs: To use or not to use? , 1976 .

[5]  Allen Newell,et al.  Human Problem Solving. , 1973 .

[6]  John W. Payne,et al.  Effort and Accuracy in Choice , 1985 .

[7]  Julie L. Ozanne.  Keyword Recognition: a New Methodology For the Study of Information Seeking Behavior , 1988 .

[8]  Ralph L. Rosnow,et al.  Essentials of Behavioral Research: Methods and Data Analysis , 1984 .

[9]  Lance J. Rips,et al.  Semantic distance and the verification of semantic relations , 1973 .

[10]  Merrie Brucks,et al.  Search Monitor: An Approach for Computer-Controlled Experiments Involving Consumer Information Search , 1988 .

[11]  Wayne D. Gray,et al.  Basic objects in natural categories , 1976, Cognitive Psychology.

[12]  D. Medin,et al.  The role of theories in conceptual coherence. , 1985, Psychological review.

[13]  R. Rosenthal,et al.  Contrast Analysis: Focused Comparisons in the Analysis of Variance , 1985 .

[14]  J. Bettman.  An information processing theory of consumer choice , 1979 .

[15]  M. Sujan,et al.  Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments , 1985 .

[16]  Joseph Weizenbaum,et al.  and Machine , 1977 .

[17]  J. McGrath,et al.  External Validity and the Research Process: A Comment on the Calder/Lynch Dialogue , 1983 .

[18]  John W. Payne,et al.  Task complexity and contingent processing in decision making: An information search and protocol analysis☆ , 1976 .

[19]  Girish N. Punj.  The formulation, empirical specification and testing of a model of consumer information search behavior for new automobiles , 1983 .

[20]  Joel B. Cohen,et al.  Alternative Models of Categorization: Toward a Contingent Processing Framework , 1987 .

[21]  E. Rosch.  Cognitive Representations of Semantic Categories. , 1975 .

[22]  Alice M. Tybout,et al.  Schema Congruity as a Basis for Product Evaluation , 1989 .

[23]  J. Bruner.  On perceptual readiness. , 1957, Psychological review.