The Availability Heuristic and Perceived Risk
Four studies using a variety of methodologies and products find that the availability heuristic (the ease with which one can bring to mind exemplars of an event) influences consumers' judgments about the likelihood of products failing. Based on past research showing that distinctiveness increas...
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| Veröffentlicht in: | The Journal of consumer research 1988-06, Vol.15 (1), p.13-23 |
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| container_title | The Journal of consumer research |
| container_volume | 15 |
| creator | Folkes, Valerie S. |
| description | Four studies using a variety of methodologies and products find that the availability heuristic (the ease with which one can bring to mind exemplars of an event) influences consumers' judgments about the likelihood of products failing. Based on past research showing that distinctiveness increases availability, a laboratory experiment (Study 1) manipulated distinctiveness of incidents describing a product failing or succeeding. Study 2 used a similar methodology, but relates attention to product failure estimates. Study 3 is a field study examining product failure distinctiveness and failure estimates. In Study 4, self-reported ease in recalling failure incidents is correlated with judged likelihood of product failure, whereas ease of recalling success incidents is correlated with judged likelihood of product success. |
| doi_str_mv | 10.1086/209141 |
| format | Article |
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In Study 4, self-reported ease in recalling failure incidents is correlated with judged likelihood of product failure, whereas ease of recalling success incidents is correlated with judged likelihood of product success.</description><subject>Availability</subject><subject>Brands</subject><subject>Consumer behavior</subject><subject>Consumer research</subject><subject>Correlation analysis</subject><subject>Escalators</subject><subject>Fast food restaurants</subject><subject>Financial risk</subject><subject>Heuristic</subject><subject>Heuristics</subject><subject>Marketing</subject><subject>Memory</subject><subject>Nonsense</subject><subject>Product choice</subject><subject>Product performance</subject><subject>Reliability</subject><subject>Studies</subject><issn>0093-5301</issn><issn>1537-5277</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>1988</creationdate><recordtype>article</recordtype><recordid>eNo90M1KAzEUBeAgCtaqT-BicOFu9N78TJJlKdYKBUXqekgydzC1dmoyLfTtrYy4OpuPc-Awdo1wj2CqBw4WJZ6wESqhS8W1PmUjACtKJQDP2UXOKwBAQByxcvlBxWTv4tr5uI79oZjTLsXcx1C4TVO8UgoU99QUbzF_XrKz1q0zXf3lmL3PHpfTebl4eXqeThZl4IL3ZVMpbBtDHm2jW9BOai-rQBXXgpugLGkerPe8AkHCS22cJaM8cBu4IhRjdjv0blP3vaPc16tulzbHyZqjAmmkkEd0N6CQupwTtfU2xS-XDjVC_ftEPTxxhDcDXOW-S_-KS2OxMuIHWSxWsw</recordid><startdate>19880601</startdate><enddate>19880601</enddate><creator>Folkes, Valerie S.</creator><general>Journal of Consumer Research</general><general>Oxford University Press</general><scope>AAYXX</scope><scope>CITATION</scope></search><sort><creationdate>19880601</creationdate><title>The Availability Heuristic and Perceived Risk</title><author>Folkes, Valerie S.</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c232t-d651fd8eb19d7f07a47b46ce627328c59e72c9bb2603e3b478a9e85b029c25e13</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>1988</creationdate><topic>Availability</topic><topic>Brands</topic><topic>Consumer behavior</topic><topic>Consumer research</topic><topic>Correlation analysis</topic><topic>Escalators</topic><topic>Fast food restaurants</topic><topic>Financial risk</topic><topic>Heuristic</topic><topic>Heuristics</topic><topic>Marketing</topic><topic>Memory</topic><topic>Nonsense</topic><topic>Product choice</topic><topic>Product performance</topic><topic>Reliability</topic><topic>Studies</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Folkes, Valerie S.</creatorcontrib><collection>CrossRef</collection><jtitle>The Journal of consumer research</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Folkes, Valerie S.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>The Availability Heuristic and Perceived Risk</atitle><jtitle>The Journal of consumer research</jtitle><date>1988-06-01</date><risdate>1988</risdate><volume>15</volume><issue>1</issue><spage>13</spage><epage>23</epage><pages>13-23</pages><issn>0093-5301</issn><eissn>1537-5277</eissn><coden>JCSRBJ</coden><abstract>Four studies using a variety of methodologies and products find that the availability heuristic (the ease with which one can bring to mind exemplars of an event) influences consumers' judgments about the likelihood of products failing. 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| fulltext | fulltext |
| identifier | ISSN: 0093-5301 |
| ispartof | The Journal of consumer research, 1988-06, Vol.15 (1), p.13-23 |
| issn | 0093-5301 1537-5277 |
| language | eng |
| recordid | cdi_proquest_journals_215048434 |
| source | Oxford University Press Journals Digital Archive Legacy; EBSCOhost Business Source Complete; JSTOR Archive Collection A-Z Listing |
| subjects | Availability Brands Consumer behavior Consumer research Correlation analysis Escalators Fast food restaurants Financial risk Heuristic Heuristics Marketing Memory Nonsense Product choice Product performance Reliability Studies |
| title | The Availability Heuristic and Perceived Risk |
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