The role of implicit lay belief, SEC attributes and temporal orientation in consumer decision making

Rajat Roy, Vik Naidoo

Research output: Contribution to journalArticleResearchpeer-review

Abstract

The current research extends the application of implicit theories to consumer behavior.
We engage the search, experience, credence (SEC) framework to study the impact of consumer lay belief on attribute types and time orientation on the choice of a product/service. We conduct one pre-test, and three experiments to explore the key hypotheses. Our findings show that incremental (vs. entity) theorists prefer a product/service when it is positioned in terms of experience (vs. credence) over credence (vs. experience) attributes. This effect is mediated by attribute importance. The preference of entity and incremental theorists is maintained under present-time orientation. Under future-time orientation, incremental theorists still maintain their preference, but entity theorists demonstrate a preference reversal and favour the experience over credence attributes. The findings contribute to theoretical and managerial extensions of the existing literature on consumer behaviour.
Original languageEnglish
Pages (from-to)411-422
Number of pages12
JournalJournal of Business Research
Volume122
Issue number1
Early online date21 Sep 2020
DOIs
Publication statusE-pub ahead of print - 21 Sep 2020

Fingerprint Dive into the research topics of 'The role of implicit lay belief, SEC attributes and temporal orientation in consumer decision making'. Together they form a unique fingerprint.

Cite this