Cognitive Structure in Personality: An Investigation of Its Generality in Buying Behavior
This study examines cognitive complexity as a personality trait evaluating its generality across three product classes. Findings indicate that individuals exhibit consistency in levels of complexity used to evaluate products irrespective of product class. Males and females appear to differ only slig...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
1980
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/170 https://www.acrwebsite.org/volumes/9731/volumes/v07/NA-07 |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | This study examines cognitive complexity as a personality trait evaluating its generality across three product classes. Findings indicate that individuals exhibit consistency in levels of complexity used to evaluate products irrespective of product class. Males and females appear to differ only slightly in the construct's generality. In additions prior familiarity with a product class showed no relationship with the level of cognitive complexity utilized. |
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