Education and Buyer Behavior

Abstract

Intuitively it seems reasonable to assume that education may have some "treatment effect" on the individual. This paper reports some findings from a study exploring how education influences 1) information seeking, 2) number of alternatives evaluated, 3) decision time, and 4) venturesomeness in a buying situation.The following results were found -as expected -that, the higher the education the more active the use of information, the more alternatives evaluated the longer the decision time, and the more venturesome in a complex buying situation.

Toxicity and Positivity Across Genders: Feminine, Masculine, and Androgynous Consumer Characteristics

“…Involvement with Education is defined as the degree to which a person feels it important to both get a degree from a university and do well academically (Arora, 1982). Research indicates that education affects buyer behavior and is a suitable criterion for market segmentation (Gronhaug, 1974). Consumers with higher levels of education engage in more information seeking, evaluate more alternatives, take more time to make decisions, and are more venturesome in complex buying situations (Dennis et al, 2009;Gronhaug, 1974).…”

“…Research indicates that education affects buyer behavior and is a suitable criterion for market segmentation (Gronhaug, 1974). Consumers with higher levels of education engage in more information seeking, evaluate more alternatives, take more time to make decisions, and are more venturesome in complex buying situations (Dennis et al, 2009;Gronhaug, 1974). Consumers with a higher level of education (bachelor's degree or higher) evaluate product attributes differently than consumers with lower levels of education (Bock et al, 2014).…”