Education and Buyer Behavior
- 1 April 1974
- journal article
- research article
- Published by SAGE Publications in Acta Sociologica
- Vol. 17 (2) , 179-189
- https://doi.org/10.1177/000169937401700206
Abstract
Intuitively it seems reasonable to assume that education may have some "treatment effect" on the individual. This paper reports some findings from a study exploring how education influences 1) information seeking, 2) number of alternatives evaluated, 3) decision time, and 4) venturesomeness in a buying situation. The following results were found - as expected - that, the higher the education the more active the use of information, the more alternatives evaluated the longer the decision time, and the more venturesome in a complex buying situation.Keywords
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