Cross Cultural Comparison of Consumer Information Processing Styles

SUMMARY Data from respondents of three countries were used to examine several conclusions presented in prior literature regarding the style of consumer information processing-attribute vs. brand/choice alternative. Information processing style did not vary between countries but the extent of using intrinsic vs. extrinsic information to make choices did. Contrary to prior studies, attribute processing was not found to be the dominant form for a choice task when consumers had few alternatives, low product knowledge, and when the information presentation format facilitates attribute processing. Processing by choice alternative and mixed processing strategies were just as common as processing by attribute.