Deval, Hélène; Mantel, Susan P.; Kardes, Frank R.; … - In: Journal of Consumer Research 39 (2013) 6, pp. 1185-1185
Consumers often make inferences to fill in gaps in knowledge when they do not have complete information regarding products. Eight experiments show that consumers often have contradictory naive theories about the implications of common market phenomena and that they draw different conclusions as...