PRISM: a consumer information processing model for housewife decision-making

Doctoral thesis English OPEN
Wynn-Wilson, Eleanor Jane (1982)
  • Subject: HF

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.
  • References (1)

    SECTION THREE - CONCLUSIONS 11.3 Suggestions for Improvement of Perceived Risk Research 156 11.4 Criteria for Distinguishing Between Perceived Risk Measures 156 11.5 The Failings of Perceived Risk Research are Common to much Consumer Behaviour Research 157 11.6 Consumer Behaviour Research Should Pay More Attention to P/roduct Use Decisions 157 11.7 An Overview of Information Processing 158 11.8 Research Background Relevant to the Summary 158 11.9 None of the Hypotheses to be Tested in this Research Project were supported 159 11.10 The Perceived Risk Hypotheses were not Generalisable to the Situation Studied 159 11.11 Usage Strategies were not Identified but May Exist 159 11.12 Reconciling Idiographic Modelling and Generalisability 160 11.13 Benefits may Arise from Differentiating Between Types of Market 160 11.14 PRISM Research was too Ambitious 161 11.15 The Influence of Commercial Sponsors 161 11.16 Problems and Benefits of Using a Market Research Firm 162 SUGGESTIONS FOR FUTURE RESEARCH 163

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