Understanding the consumer propensity to observe

Penny M. Simpson · Judy A. Siguaw · John W. Cadogan

60 citations0/0 files storedEuropean Journal of Marketing

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Consumer Behavior and Marketing Influence Decision-Making and Behavioral Economics Consumer Market Behavior and Pricing

Abstract

Purpose – The purpose of this paper is to explore the tendency of some consumers to use the purchase behavior of unknown other consumers as a purchase decision heuristic, by first developing a measure of the consumer propensity to observe. The effects of likely individual consumer factors are then tested.

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References

1979Prospect Theory: An Analysis of Decision under Risk 1988Prospect theory: An analysis of decision under risk 1988On the Evaluation of Structural Equation Models 1954A Theory of Social Comparison Processes 1991Structural Equations with Latent Variables.1993Lisrel 8: Structural Equation Modeling With the Simplis Command Language 1982The need for cognition.1988RATIONAL CHOICE AND THE FRAMING OF DECISIONS

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