TY - JOUR
T1 - The effects of time delays on consumers' use of different criteria for product purchase decisions
AU - Mazursky, David
PY - 2000
Y1 - 2000
N2 - Recent research has suggested that time delays might result in consumers' reliance on different sets of criteria in making product purchase decisions. A critical criterion among these factors is consumers' product category knowledge. The present study suggests that category knowledge mediates temporally distanced purchase decisions. When product category knowledge is retrieved, it has no or marginal immediate influence on consumers' decisions. However, retrieved product category knowledge has a substantial influence on consumers' decisions if these are delayed, that is, when decisions are made only after some time had elapsed since the exposure to product information. The function of product category knowledge within the decision predictors is conceptualized and demonstrated empirically. Its significance in the marketing reality which involves numerous decisions that are obtained in delay, is discussed.
AB - Recent research has suggested that time delays might result in consumers' reliance on different sets of criteria in making product purchase decisions. A critical criterion among these factors is consumers' product category knowledge. The present study suggests that category knowledge mediates temporally distanced purchase decisions. When product category knowledge is retrieved, it has no or marginal immediate influence on consumers' decisions. However, retrieved product category knowledge has a substantial influence on consumers' decisions if these are delayed, that is, when decisions are made only after some time had elapsed since the exposure to product information. The function of product category knowledge within the decision predictors is conceptualized and demonstrated empirically. Its significance in the marketing reality which involves numerous decisions that are obtained in delay, is discussed.
UR - http://www.scopus.com/inward/record.url?scp=0034363058&partnerID=8YFLogxK
U2 - 10.1023/A:1007779121123
DO - 10.1023/A:1007779121123
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AN - SCOPUS:0034363058
SN - 0889-3268
VL - 15
SP - 163
EP - 175
JO - Journal of Business and Psychology
JF - Journal of Business and Psychology
IS - 1
ER -