How Inferences about Missing Attributes Decrease the Tendency to Defer Choice and Increase Purchase Probability

摘要: Most purchases involve choices among options with incomplete attribute information. In such situations, consumers often have the option not to choose any of alternatives avoid uncertainty. Alternatively, can make inferences about missing attributes. These may occur spontaneously, or they be strategically prompted. five studies, it is shown that both explicitly and implicitly prompting attributes reduces tendency select no-choice increases likelihood making a purchase decision. parallel, who generate spontaneous are also less likely defer their choices.