Comparability and Comparison Levels Used in Choices among Consumer Products

A typology for the classification of products according to their comparability is presented and hypotheses about the levels of comparison used by consumers in making choices among durable goods are proposed. The hypotheses are tested with data provided by subjects who made choices among durable good...

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Bibliographic Details
Published inJournal of marketing research Vol. 28; no. 3; pp. 368 - 374
Main Author Corfman, Kim P.
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.08.1991
SAGE PUBLICATIONS, INC
Subjects
Brands
Classification
Consumer advertising
Consumer convenience
Consumer research
Decision making
Durable goods
Factors
Hypotheses
Marketing
Microwave ovens
Microwaves
Product choice
Research Notes and Communications
Statistical analysis
Studies
Sumer
Online AccessGet full text
ISSN0022-2437
1547-7193
DOI10.1177/002224379102800312

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Summary:A typology for the classification of products according to their comparability is presented and hypotheses about the levels of comparison used by consumers in making choices among durable goods are proposed. The hypotheses are tested with data provided by subjects who made choices among durable goods and indicated their choice criteria in an interactive survey. Subjects tended to use abstract levels of comparison even when items could be compared easily on concrete attributes, and choices between more comparable items were more difficult to make than those between less comparable items.
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ISSN:0022-2437
1547-7193
DOI:10.1177/002224379102800312