Dimensions of Consumer Information Seeking Behavior
Open Access
- 1 May 1981
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 18 (2) , 233-239
- https://doi.org/10.1177/002224378101800210
Abstract
In a comprehensive study of the behaviors and correlates of information seeking by Australian new car buyers, the authors examine three dimensions of information seeking—a sources of information dimension, a brand dimension, and a time dimension. Cluster analysis is used to develop consumer taxonomies of search behavior based on measurements of each of the dimensions. The resulting taxonomies are a high search group, a low search group, and three clusters collectively styled selective information seekers. Examination of the correlates of the individual search dimensions suggests that only certain predictors of search behavior are related to the different search dimensions.Keywords
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