Cognitive Structure in Personality: An Investigation of Its Generality in Buying Behavior
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.
Strategy and Organisation
Advances in Consumer Research
Association for Consumer Research
TAN, Chin Tiong and Dolich, Ira J..
Cognitive Structure in Personality: An Investigation of Its Generality in Buying Behavior. (1980). Advances in Consumer Research. 7, 547-551. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/170