Evaluation strategies of American and Thai consumers

ABSTRACT The effects of two factors (congruity of product information with consumer expectations and perceived risk associated with the product) on strategies used by consumers to evaluate products are tested in the United States and Thailand. When product information does not match expectations, consumers in both cultures increase evaluation effort and shift from using summary representations stored in memory to evaluation based on actual product attributes. Perceived risk also enhances evaluation effort in both cultures, but does not result in a similar shift from category-based to attributebased processing

Assessment of the reservoir-related effects of the Skagit project on downstream fishery resources of the Skagit River, WA

City of Seattl