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https://hdl.handle.net/2142/67323
Description
Title
Determinants of Cue Choice Behavior
Author(s)
Schellinck, Douglas Anton
Issue Date
1980
Department of Study
Business Administration
Discipline
Business Administration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Business Administration, Marketing
Language
eng
Abstract
This research reports the results of an experiment examining the effect of time pressure, perceived risk and accountability on people's choice of cues perceived as high in predictive value and low in confidence value versus cues perceived as low in predictive value and high in confidence value. In phase one of the study, fifty subjects from a subject pool of university undergraduate students rated a set of fifteen product cues on predictive and confidence value. Eight cues were then selected for the second phase of the experiment, four rated high on predictive value but low in confidence value, and four rated low in predictive value and high in confidence value. Phase two was a factorial 2 x 2 x 2 experiment with 208 subjects from the same subject pool as phase one. Subjects were asked to appraise the quality of five brands of pagers (beepers) using only four of the eight cues available for each brand.
Three hypotheses are presented and tested. They are (1) As time pressure increases there will be a greater tendency to depend on high confidence value cues. (2) As performance uncertainty increases there is a greater tendency to depend on high predictive value cues. (3) If a person feels accountable to another person for his decision the tendency to depend on high predictive value cues will be greater.
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