Consumer inference making about missing information.

• Main Authors: Goh, Ee Ling., Long, Mei Fong., Tang, Yuin Kay.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Accounting
• Online Access: http://hdl.handle.net/10356/51153
• Institution: Nanyang Technological University

In a buying situation , a consumer typically evaluates information about a set of brands. As different brands focuses on different aspects of a product, consumers may have to rely on possibly incomplete or incomparable information to make a choice. In a situation of insufficient information...