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Essays On The Role Of Product Characteristics In Information Source Importance, Saeed Tajdini Tajdini

Open Access Theses & Dissertations

The goal of this Dissertation is to contribute to our understanding of relative importance of different information sources that consumers use to guide their purchasing behavior. Specifically, this work aims to model the product characteristics affecting the importance of each information source to consumers as they seek to purchase a given product. Although the extant literature has examined this topic, the efforts have not been cohesive and a comprehensive model of the phenomenon has yet to be developed, limiting our understanding of the topic. Gaining insight into the effects of product characteristics on the importance of different sources of information …