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Consumer's implicit product theories: research issues

Author: Pinson, Christian INSEAD Area: MarketingIn: Design Recherche, no. 2, September 1992 Language: EnglishDescription: p. 25-36.Type of document: INSEAD ArticleNote: Please ask the Library for this articleAbstract: This article builds on the idea that consumers use expected relationships between product attributes when they have to draw inferences about uncertain product characteristics. These individuals' expectancies, regarding the way product attributes are related, are conceived of as composing implicit product theories. The paper illustrates the existence of these implicit product theories and addresses some of the issues that deserve future attention
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This article builds on the idea that consumers use expected relationships between product attributes when they have to draw inferences about uncertain product characteristics. These individuals' expectancies, regarding the way product attributes are related, are conceived of as composing implicit product theories. The paper illustrates the existence of these implicit product theories and addresses some of the issues that deserve future attention

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