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Reassessing the Influence of Mental Intangibility on Consumer Decision-making

Rizomyliotis, I, Konstantoulaki, K, Kostopoulos, I and Poulis, A (2017) Reassessing the Influence of Mental Intangibility on Consumer Decision-making. International Journal of Market Research, 59 (4). pp. 409-421. ISSN 1470-7853

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Abstract

The present paper explores the influence of mental intangibility on the size of the consideration set, both on tangible products and services. This research also examines the moderating effect of purchase involvement and objective knowledge on the set. Two experimental studies were conducted to examine these relations. Overall, the results indicate that mental intangibility positively influences the size of the consideration set, regardless of the offering type (product or service). This effect is stronger in low levels of knowledge. Consumer involvement does not seem to have a moderating effect on this relation. This study’s implications and recommendations for future research are also discussed.

Item Type: Article
Uncontrolled Keywords: 1505 Marketing
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce
Divisions: Liverpool Business School
Publisher: Sage
Date Deposited: 25 Jul 2018 13:39
Last Modified: 19 Sep 2018 23:17
DOI or Identification number: 10.2501/IJMR-2017-036
URI: http://researchonline.ljmu.ac.uk/id/eprint/9022

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