The information table: a method for measuring acquisition and processing of information by consumers

  • Danielle Mantovani UFPR; Centro de Pesquisa e Pós-graduação
  • Paulo Prado UFPR; CEPPAD; Programa de Pós-graduação em Administração
Keywords: Table of Information, Process of Choice, Mobile Telephones

Abstract

With the advance of technology, the use of mental shortcuts, to facilitate the selection of complex products with increasing numbers of attributes, is becoming evident in scientific literature. Improvement of a method, that allowed perception of these shortcuts at the point of sale, was the subject of this study. Studies that analyzed the assumptions influencing the constructive process of choice were taken as a reference. The relationship between acquisition and processing of information as well as the number of attributes that made up a final consumer choice was investigated. Validity of this improved method was tested in the context of mobile phones. Improvement of this method, The Information Table, involved qualitative and quantitative research to simulate a realistic process of choice. The Table was considered suitable for this study and disclosed two major patterns for acquisition of information. The first was based on attributes and the second was related to options of the product or service. Results also suggested use of a combination of these strategies, so that the predominance of each is influenced by the objectives of consumption.

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Published
2009-03-01
How to Cite
Mantovani, D., & Prado, P. (2009). The information table: a method for measuring acquisition and processing of information by consumers . REGE Revista De Gestão, 16(1), 103-120. https://doi.org/10.5700/issn.2177-8736.rege.2009.36664
Section
Marketing