Abstract
The effect of product-specific buying experience on the mix of information sources in retail buyer decision-making was studied. Sixty retail buyers completed a decision-making task, based on a fractional factorial design, composed of eight information sources varied at two levels each. The results of an individual-subject ANOVA showed the dominant information source to be the buyer's own knowledge, followed by customer requests, consumer magazines, selling history, buyers from similar stores, sales representatives, and reviews and ads in the trade news. A post hoc analysis showed that the number and relative importance of information sources differed by level of product-specific buying experience.
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