An extension of the congruence hypothesis: The effects of real products, branching format, similarity, and involvement

Abstract

AbstractThe congruence hypothesis predicts that consumers process information in the form presented. To test this hypothesis, this study examined how consumers adapt their choice processes to choice problems that varied on product class involvement, similarity among alternatives, and information format. To extend previous tests of the congruence hypothesis, the choice stimuli were sets of real, physically present products (instead of verbal descriptions). The stimuli varied on factors other than information format and included a new information format, branching, used by retailers. Thirty‐six female consumers made six choices in a laboratory setting and provided concurrent verbal protocols. Analysis of the protocols supported the congruence hypothesis's predictions for each factor. The results suggest that product class involvement does not affect choice process structure, that similarity encourages attention to similar alternatives, and that information format strongly affects choice processes. © 1993 John Wiley & Sons, Inc.