Familiarity and Its Impact on Consumer Decision Biases and Heuristics

@inproceedings{Park1981FamiliarityAI,
  title={Familiarity and Its Impact on Consumer Decision Biases and Heuristics},
  author={Choong Whan Park and Vernon Parker Lessig},
  year={1981}
}
T major approaches are available for operationalizing and measuring product familiarity. One is to measure product familiarity in terms of how much a person knows about the product; the other is to measure familiarity in terms of how much a person thinks s/he knows about the product. According to the former, product familiarity may be examined with respect to the knowledge structure of an individual's long-term memory (LTM). According to the latter, product familiarity is based on the person's… CONTINUE READING

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