Understanding the consumer propensity to observe

Author: 
Penny M. Simpson, Judy A. Siguaw and John W. Cadogan
Publication Date: 
2006
Summary: 
The purpose of this paper is to explore the tendency of some consumers to use the purchase behavior of unknown other consumers as a purchase decision heuristic, by first developing a measure of the consumer propensity to observe. The effects of likely individual consumer factors are then tested.
Abstract: 
The purpose of this paper is to explore the tendency of some consumers to use the purchase behavior of unknown other consumers as a purchase decision heuristic, by first developing a measure of the consumer propensity to observe. The effects of likely individual consumer factors are then tested.