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How Varying Levels of Knowledge and Motivation Affect Search and Confidence during Consideration and Choice

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  • Mary E. Huneke
  • Catherine Cole
  • Irwin P. Levin

Abstract

Using a pull-down menu search technique, we study how ability (knowledge level) and motivation (accountability) interact with decision phase (consideration vs. choice) to affect consumers' search costs (amount of search), benefit (confidence) and efficiency (benefit for a given amount of search). We find that consumers adapt their search strategies across phases and that these adaptations occur in different ways and at different rates for consumers with different levels of knowledge and accountability.

Suggested Citation

  • Mary E. Huneke & Catherine Cole & Irwin P. Levin, 2004. "How Varying Levels of Knowledge and Motivation Affect Search and Confidence during Consideration and Choice," Marketing Letters, Springer, vol. 15(2_3), pages 67-79, July.
    • Handle: RePEc:kap:mktlet:v:15:y:2004:i:2_3:p:67-79
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    Cited by:

    1. Hu, Wuyang, 2006. "Effects of Endogenous Task Complexity and the Endowed Bundle on Stated Choice," 2006 Annual meeting, July 23-26, Long Beach, CA 21437, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Gerpott, Torsten J. & Ahmadi, Nima, 2015. "Determinants of willingness to look for separate international roaming services—An empirical study of mobile communication customers in Germany," International Journal of Information Management, Elsevier, vol. 35(2), pages 192-203.
    3. Marija Aleksovska & Thomas Schillemans & Stephan Grimmelikhuijsen, 2019. "Lessons from five decades of experimental and behavioral research on accountability: A systematic literature review," Journal of Behavioral Public Administration, Center for Experimental and Behavioral Public Administration, vol. 2(2).

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