Task, Expectancy, and Information Assessment Effects in Information Utilization Processes

Researchers in marketing have begun to pay increasing attention to the problems of utilization of objective information in judgment tasks. In this article, we propose a simplified model of the formation of information utility expectations as a function of the judgment task and a parsimonious set of information attributes. We further propose a process of expectancy disconfirmation to explain the modification of utility judgments during utilization. Results of a laboratory experiment operationalizing the proposed model indicate strong convergent validity for the proposed constructs.

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