Consumers Make Different Inferences and Choices When Product Uncertainty Is Attributed to Forgetting Rather than Ignorance

Volume: 47, Issue: 1, Pages: 56 - 78
Published: Nov 14, 2019
Abstract
When a consumer realizes that information relevant to a consumption decision is missing, such uncertainty can be attributed to ignorance (i.e., the information has never been observed and is unknown) or to memory failure (i.e., the information has been observed and is forgotten). Although research has examined inferences about unknown attributes, no prior work has examined inferences about forgotten attributes. Across six experiments in the lab...
Paper Details
Title
Consumers Make Different Inferences and Choices When Product Uncertainty Is Attributed to Forgetting Rather than Ignorance
Published Date
Nov 14, 2019
Volume
47
Issue
1
Pages
56 - 78
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