Reassessing the influence of mental intangibility on consumer decision-making
Authors: Konstantoulaki, Kleopatra 
Poulis, Athanasios 
Rizomyliotis, Ioannis 
Kostopoulos, Ioannis 
Issue Date: 1-Jan-2017
Journal: International Journal of Market Research 
Volume: 59
Issue: 4
Abstract: 
This paper explores the influence of mental intangibility on the size of the consideration set, for both tangible products and services. The 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. The studies' implications and recommendations for future research are also discussed.
ISSN: 25152173
14707853
DOI: 10.2501/IJMR-2017-036
URI: https://uniwacris.uniwa.gr/handle/3000/1203
Type: Article
Department: Department of Early Childhood Education and Care 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Articles / Άρθρα

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