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Omission neglect effects

Grant number: 11/19047-1
Support type:Scholarships abroad - Research
Effective date (Start): October 05, 2011
Effective date (End): December 27, 2011
Field of knowledge:Applied Social Sciences - Administration - Business Administration
Principal researcher:José Mauro da Costa Hernandez
Grantee:José Mauro da Costa Hernandez
Host: Frank R. Kardes
Home Institution: Campus de Liberdade. Centro Universitário da FEI (UNIFEI). Fundação Educacional Inaciana Padre Sabóia de Medeiros (FEI). São Paulo , SP, Brazil
Research place: University of Cincinnati, United States  


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)