Abstract
This research investigated modes of information seeking within the husband-wife dyad for a high risk innovation. Subjects completed a twenty-one item behavioral differential designed to measure the tendency to seek seven different information sourcs. Subjects also completed measures of generalized self-confidence, specific Self-confidence, and anxiety. Multiple discriminanl analysis was used to reveal the differences between the husband’s and the wife’s information search patterns. The results show the wife’s greater tendency to ask her husband’s opinion, the husband’s willingness to evaluate advertising, and the husband’s greater confidence levels (both generalized and product specific) as the major discriminators between the husband’s and wife’s inrorrnation search.
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Hermann, P.W. (2015). Information Seeking Strategies for an Innovative Product within the Husband-Wife Dyad. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_9
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DOI: https://doi.org/10.1007/978-3-319-16976-7_9
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