Title

Cognitive Structure in Personality: An Investigation of Its Generality in Buying Behavior

Publication Type

Journal Article

Publication Date

1980

Abstract

This study examines cognitive complexity as a personality trait evaluating its generality across three product classes. Findings indicate that individuals exhibit consistency in levels of complexity used to evaluate products irrespective of product class. Males and females appear to differ only slightly in the construct's generality. In additions prior familiarity with a product class showed no relationship with the level of cognitive complexity utilized.

Discipline

Marketing

Research Areas

Strategy and Organisation

Publication

Advances in Consumer Research

Volume

7

First Page

547

Last Page

551

ISSN

0098-9258

Publisher

Association for Consumer Research