Omission neglect effects

• Grant number: 11/19047-1
• Support Opportunities: Scholarships abroad - Research
• Start date: October 05, 2011
• End date: December 27, 2011
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Principal Investigator: José Mauro da Costa Hernandez
• Grantee: José Mauro da Costa Hernandez
• Host Investigator: Frank R. Kardes
• Host Institution: Centro Universitário FEI (UNIFEI). Campus São Paulo. São Paulo , SP, Brazil
• Institution abroad: University of Cincinnati, United States

Abstract

Consumers make extremely and confidently-held judgments despite limited knowledge and evidence. The study investigates how available product features including brand names moderate consumers judgment through increasing the awareness of missing features. Three experiments show that consumers become aware of missing features when product description is not diagnostic. Further, brand is used as a diagnostic attribute for novice consumers such that missing features of a product from a well-known brand are ignored. (AU)