Familiarity and Its Impact on Consumer Decision Biases and Heuristics
Open accessAbstract
The impact of familiarity on consumer decision biases and heuristics is examined. Subjects at three different familiarity levels revealed interesting differences in perceptual category breadth, usage of functional and nonfunctional product dimensions, decision time, and confidence.
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Single-item measures of familiarity are well-established and have been used in consumer behavior and psychology research due to their efficiency and validity.
“Single-item measures of familiarity are well-established and have been used in consumer behavior and psychology research due to their efficiency and validity [42,85,89,90].”
From Consumer Responses to Generative AI Chatbots Versus Search Engines for Product Evaluation (2025) · cites this paper as [89]
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“Note that all participants clearly favor familiar brands, which is consistent with the well-documented consumer preference for familiarity (Park & Lessig, 1981).”
Result
- Authors
- Park, C. W., & Lessig, V. P.
- Affiliations
- University of Kansas (US)
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1981-09
- Volume
- 8
- Issue
- 2
- Pages
- 223
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2118451146
- Cited by
- 962
- References
- 0
- Citations by year
- 2026: 16 · 2025: 26 · 2024: 36 · 2023: 32 · 2022: 46 · 2021: 35 · 2020: 46 · 2019: 44 · 2018: 45 · 2017: 42 · 2016: 50 · 2015: 51 · 2014: 55 · 2013: 46 · 2012: 38
- FWCI
- 1.02
- Type
- journal article
- Language
- en
- Open access
- bronze
- doi.org
- Locations
- Journal of Consumer Research (publishedVersion)
- KU ScholarWorks (The University of Kansas) (submittedVersion, other-oa)
- Topics
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- familiarity, heuristics, decision time, consumer confidence, consumer choice
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