External Search: The Role of Consumer Beliefs

Calvin P. Duncan · Richard W. Olshavsky

201 citations0/0 files storedJournal of Marketing Research

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

A survey of 164 recent purchasers of color television sets shows that consumer beliefs about the marketplace and about their capabilities as consumers accounted for 50% of the variance in extent of external search. Also, the type of brand (domestic, foreign, or private) and the type of store (national, regional, or local) considered by a consumer are found to be significantly related to the beliefs held.

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1963Experimental and Quasi-Experimental Designs for Research 1970Information and Consumer Behavior 1961The Economics of Information 1971The Theory of Buyer Behavior 1960Consumer Behavior as Risk Taking 1969Risk Taking and Information Handling in Consumer Behavior 1972The Components of Perceived Risk 1964Perceived Risk and Consumer Decision-Making: The Case of Telephone Shopping

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