| Summary: | 碩士 === 長庚大學 === 企業管理研究所 === 89 === ABSTRACT
People usually considered all the attributes of a product, such as price, package, function…etc which may benefit the consumer themselves when they want to choose one product of several brands. How do product attributes formed preference, most researcher think consumer will rely on visible that is stated attribute to evaluate the produce and construct their preference. The problem with this assumption is that not all the relevant product information is available, so that consumers will inference about missing information. The main purpose of this research is going to find out the attitude of consumer under the incomplete or unfamiliar information of a product.
The result of this experiment shows that the consumer choice between familiar attributes and unfamiliar attributes have implied two-product category into two different theories. The subjects of high-price product category have discounted their evaluate on unfamiliar attributes which support by the theory of Inference Processing Model while the subjects of low-price product category have appreciated unfamiliar attributes which support by the theory of Motivated Reasoning Model. On the same time, the high product involvement subjects are also appreciated unfamiliar attributes, which consistent with the behavior forecast of Motivated Reasoning Model. The unfamiliar attributes will discount the evaluation in some cases but appreciated in other cases has proved that motivation will influence the choice or behavior of people and lead the result to the direction they want to.
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