Journal of Consumer Policy

, Volume 11, Issue 2, pp 131–157 | Cite as

The existence and perception of redundancy in consumer information environments

  • Michael D. Johnson
  • Jerome M. Katrichis
Articles
  • 37 Downloads

Abstract

Two studies are reported which examine the existence of attribute redundancy as well as consumers' ability to perceive attribute redundancy in consumer information environments. The results of the first study suggest that attribute redundancy varies widely from product category to product category. The results of the second study suggest that consumers' ability to perceive attribute relationships improves with product knowledge. Unexpected was an observed U-shaped relationship between consumers' perceptions of attribute redundancy and attribute knowledge. Together the results suggest a number of policy implications regarding the value of consumer information programs.

Keywords

Economic Policy Policy Implication Product Knowledge Product Category Information Environment 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Die Existenz und Wahrnehmung von Redundanz in Verbraucherinformationssituationen

Zusammenfassung

Der Beitrag behandelt vor allem die Redundanz, die in Informationen über Produktmerkmale enthalten sein kann. Wenn ein Konsument die Ausprägung eines Produktmerkmales kennt, so bedeutet das bei hoher Merkmalsredundanz, daß er auch die Ausprägung anderer Produktmerkmale kennen kann. Es kann somit eine sehr befriedigende Kaufentscheidung auch bei nur geringer Informationsaktivität zustandekommen.

Berichtet wird über zwei empirische Studien. Die erste Studie sollte die Frage beantworten, in welchem Ausmaß Informationen über Produktmerkmale tatsächlich redundant sind. Die Ergebnisse dieser Studie werden in Tabelle I zusammengefaßt und zeigen insgesamt ein nennenswertes Ausmaß und Redundanz, das allerdings über Produktgruppen hinweg erheblich variiert. Auch innerhalb einzelner Produktgruppen ist das Bild nicht einheitlich.

Die zweite Studie versuchte zu ermitteln, wie gut Konsumenten vorhandene Redundanz wahrnehmen können. Die Erwartung, daß bereits vorhandenes Produktwissen zu einer besseren Wahrnehmung von Redundanz führt, wurde im wesentlichen bestätigt. Die Ergebnisse, die in Tabelle II und in Figur 1 gezeigt werden, sind allerdings komplexer und zeigen insbesondere bei hoher tatsächlicher Redundanz eine U-förmige Beziehung, die nicht erwartet worden war. Abschließend werden einige verbraucherpolitische Implikationen der Ergebnisse diskutiert.

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Copyright information

© Kluwer Academic Publishers 1988

Authors and Affiliations

  • Michael D. Johnson
  • Jerome M. Katrichis

There are no affiliations available

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