Journal of Food, Agriculture and Environment

Credence goods, information and consumer abstraction: An experiment using laddering technique

Author(s):

Ramo Barrena ^*, Mercedes Sánchez

Recieved Date: 2010-10-29, Accepted Date: 2011-01-05

Abstract:

The main purpose of this paper, which is grounded in the means-end chain theory, is to investigate how consumers assimilate information and how this affects the decision structure involved in the purchase of credence products. The results suggest that increasing amounts of information lead to higher levels of abstraction plus stronger and more direct personal involvement, thus increasing the scope of marketing strategies for credence goods markets.

Keywords:

Communication, new products, means-end chain, laddering, effect of information

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Journal: Journal of Food, Agriculture and Environment
Year: 2011
Volume: 9
Issue: 1
Category: Food and Health
Pages: 10-21

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