ERIC Number: ED158321
Record Type: RIE
Publication Date: 1978-Aug
Reference Count: 0
Consumer Information Use: Individual Vs. Social Predictors.
Moore, Roy L.; Moschis, George P.
A study of women's information-seeking behavior with regard to the purchase of cosmetics was conducted to determine the effects on their behavior of six individual variables (ambiguity about cosmetic products, price consciousness, income, amount of money spent on cosmetics, age, and education) and six social variables (perceived social utility of cosmetics, interest in interpersonal discussion about cosmetics, amount of personal interaction engaged in, comparative interest in cosmetics, perception of similarity of product preferences to those of friends, and role in transmitting information to others). The subjects were 206 respondents who completed questionnaires randomly distributed to women users of cosmetics in Madison, Wisconsin. Analysis of the results indicated that the strongest predictors of information-seeking behavior among the individual variables were ambiguity about cosmetic products, age, and education, and that the strongest predictors among the social variables were perceived social utility of cosmetics, interest in interpersonal discussion about cosmetics, and perception of similarity of product preferences to those of friends. (Tables of results are provided.) (GW)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (61st, Seattle, Washington, August 13-16, 1978)