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The Effects of Bargainable Attributes and Attribute Range Knowledge on Consumer Choice Processes

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  • Brucks, Merrie
  • Schurr, Paul H

Abstract

The bargaining purchase process is viewed as a multiattribute, multialternative choice in which the attribute values are subject to change. Bargaining is studied empirically by directly comparing information search strategies for purchase tasks that do and do not include a bargaining component. Knowledge of attribute value ranges is manipulated to examine its effects on bargaining and non-bargaining purchase tasks. The results provide evidence that buyers reduce information search when they have the option of bargaining. Furthermore, knowledge of attribute value ranges appears to increase the degree to which buyers replace information search with bargaining. Copyright 1990 by the University of Chicago.

Suggested Citation

  • Brucks, Merrie & Schurr, Paul H, 1990. "The Effects of Bargainable Attributes and Attribute Range Knowledge on Consumer Choice Processes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(4), pages 409-419, March.
    • Handle: RePEc:oup:jconrs:v:16:y:1990:i:4:p:409-19
    DOI: 10.1086/209226
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    Cited by:

    1. S. Sakthivel Rani, 2006. "Transforming Consumer Experience via Advertising (The Emerging Media for Cyber Era)," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 1(1), pages 59-64, April.
    2. Metin Kozak & Antónia Correia & Giacomo Del Chiappa, 2017. "The propensity to bargain while on a vacation," Tourism Economics, , vol. 23(1), pages 150-167, February.

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