The Effects of Consumer Education on Consumer Search
- 1 June 1989
- journal article
- Published by Wiley in Journal of Consumer Affairs
- Vol. 23 (1) , 65-90
- https://doi.org/10.1111/j.1745-6606.1989.tb00236.x
Abstract
This paper reports the results of an empirical investigation of the relationship between selected consumer and marketplace characteristics—focusing on participation in consumer education activities—and consumers’ prepurchase information search behavior. A need exists for further study of the counteractive effects that consumer education is likely to have with respect to preferences for search and to the efficiency with which consumers conduct search.Keywords
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