Brand-Related Information Influence And Purchase Decisions

The last couple of decades have witnessed rapid technological advancements, which have consequently caused dramatic changes in the way we live, work, and play (Peterson, Balasubramanian, Bronnenberg, 1997). Likewise, it is little doubt that the lives of consumers and their purchase behavior have also undergone change. The advent of the Internet has been increasingly considered as a unique and interactive medium for conducting research on brand information (Porter, 2001; Steckel et al., 2005). For example, imagine that Joes cell phone recently stopped working and now, Joe is in the market to buy a new phone. Joe is not quite sure which cell phone brand is the most popular and which brand is most likely to deliver what he is looking for†¦show more content†¦Others, however, argue on the contrary and suggest that exchanging information with unknown people through customer-to-customer sources is not perceived as trustworthy or even valuable to consumers when making a purchase d ecision (Mathwick, Wiertz, De Ruyter, 2008). In addition, Hà ¤ubl and Trifts (2000) demonstrate that agent recommendations, those that are based on self-explicated information about a consumers desired utility and function, reduce the search effort and aids in making purchase decisions. Contrarily, Steckel et al. (2005) argue that if agents are neither autonomous nor believable, they may lead to bias in consumer decision-making. Some studies also show that consumers favor peer sources more than corporate information (Bickart Schindler, 2001; van Beuningen et al., 2009). Lastly, it is also likely that consumers may not perceive all information sources as equally valuable due to the characteristics of those sources (Lurie,2004). Although these studies have demonstrated that online information sources influence consumer decision-making, research has yet to be conducted that demonstrates the incorporation of the three types ofShow MoreRelatedConsumer Behaviour1699 Words   |  7 PagesA MODEL OF CONSUMER DECISION MAKING The process of consumer decision making has 3 stages: input stage, process stage and output stage. 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