The role of implicit lay belief, SEC attributes and temporal orientation in consumer decision making
Abstract
The current research extends the application of implicit theories to consumer behavior. We engage the search, experience, credence (SEC) framework to study the impact of consumer lay belief on attribute types and time orientation on the choice of a product/service. We conduct one pre-test, and three experiments to explore the key hypotheses. Our findings show that incremental (vs. entity) theorists prefer a product/service when it is positioned...
Paper Details
Title
The role of implicit lay belief, SEC attributes and temporal orientation in consumer decision making
Published Date
Jan 1, 2021
Journal
Volume
122
Pages
411 - 422
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