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dc.contributor.authorChen, Rui
dc.description.abstractIn this dissertation, I provide a critical review of past literature on consumer inference making and consumer information processing, discuss and document how consumer inferences lead to two under-studied information-processing biases. In Chapter 2, I review past literature on consumer hypothesis testing and inference making, and posit a novel consumer hypothesis testing bias. In Chapter 3, I review prior research about the processes in which consumers make generalizations of product knowledge and proposes an under-examined cognitive path for consumers to generalize product knowledge to novel products. In Chapter 4, I discuss the potential of my research in suggesting the ways for marketers to develop better product arguments and for consumers to arrive at optimal choices.
dc.rightsOn Campus Only Until 2020-05-01
dc.subjectinformation processing, hypothesis testing, category-cued induction, reasoning-based induction
dc.titleWhen inferences derail information processing
dc.description.departmentBusiness Administration
dc.description.majorBusiness Administration
dc.description.advisorMarcus Cunha Jr.
dc.description.committeeMarcus Cunha Jr.
dc.description.committeeJulio Sevilla
dc.description.committeeJohn Hulland

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