Information accessibility as a moderator of judgments: The role of content versus retrieval ease

Alice M. Tybout*, Brian Sternthal, Prashant Malaviya, Georgios A. Bakamitsos, S. E.Bum Park

*Corresponding author for this work

Research output: Contribution to journalArticle

57 Scopus citations

Abstract

We hypothesize that the accessibility of task-relevant knowledge determines whether judgments reflect the substance of the information that is brought to mind or the ease of generating and retrieving such information. Our findings indicate that when relevant knowledge is highly accessible or not at all accessible, judgments are based on the content of the information considered. Between these extremes in knowledge accessibility, judgments are based on the perceived ease with which information can be retrieved. This perceived ease is a function of both the number of reasons requested and the wording of the retrieval request.

Original languageEnglish (US)
Pages (from-to)76-85
Number of pages10
JournalJournal of Consumer Research
Volume32
Issue number1
DOIs
StatePublished - Jun 1 2005

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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