Research On The Impact Of Product Attribute Evaluation On Purchase Decision

Consumers rely on the attributes displayed by the product when they are in the purchase decision and compare the differences between product attributes to make a choice.Marketing reactions caused by different types of attribute differences are not the same.Research shows that consumers in the purchase decisions prefer alignment attribute which are from the same dimension more than nonalignment attribute which are from the different dimension.But the preferences are influenced by their cognitive ability and cognitive motivation.This paper is basis on the theory of structure alignment model and explore that consumer preferences for different attributes of products and product selection influenced by new cognitive ability named attribute evaluation when they make purchase decision.In addition,this paper finds that involvement and cognitive load will regulate the influence.The influence is verified by three experiment.The results of Experiment 1 shows that consumers' preferences for different attributes of products and product selection were influenced by different degree of attribute evaluation.Experiment 2 verify that the influence will regulate by involvement.Experiment 3verify that the influence will regulate by cognitive load.