PRISM: a consumer information processing model for housewife decision-making
Wynn-Wilson, Eleanor Jane
This thesis describes a test of the applicability of a model developed from a qualitative study of a market for consumer nondurables to two other markets for consumer non-durables. The model was developed to explain the effect of public relations information on housewives 1 buying decisions.\ud \ud The results of two questionnaire surveys of fifty housewives each were analysed. Results from the first market study were to be confirmed by the second study before acceptance.\ud \ud The relationships specified in the model were not identified in the tests. It is suggested that the relationship between perceived risk and openness to information was not supported because of the low risk in the present studies and that relationships concerning usage strategies were not identified because it was not possible to group individual strategies.\ud \ud In the light of the results the problems of developing a generalisable model from a qualitative study of one situation and ways of tackling these problems are discussed. The advantages and disadvantages to the project of using a market research firm for the survey and of having commercial sponsors are identified.\ud \ud This thesis provides several criteria for distinguishing between the diverse conceptualisations of perceived risk reviewed. It points out why the uncertainty component and not the probability component is consistent with perceived risk theory. It shows that there is little conclusive evidence of a relationship between consumer perceived risk and information handling due to a lack of quality programmatic research, although that relationship is often held to be true.\ud \ud The above point highlights a general problem in consumer behaviour research exemplified by a lack of programmatic research, by exploratory studies which are not followed up and by many measures of concepts none of which are validated.
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