Influencing Consumers’ Preferences: The Effects of Mental Construal and Mode of Information Processing

This dissertation comprises a series of three essays that investigate the influence of consumers’ mental construal and information processing on product evaluations. In the first essay, we examine shifts in consumers’ preferences for products before and after a direct product use experience. This essay investigates how consumers balance their desire for product capability and product usability when they evaluate products with different numbers of features, before and after use. Three studies show that consumers understand that there are usability…

Author: Rust, Roland T.

Source: University of Maryland

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