Tracing to Consumer Information Processing of Multi-sort Cue in Product Evaluation and Choice

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Product choice process is major marketing issue. Many marketing researcher have investigated the process and found the difference between choice task and judge task of consumer decision-making. We found out than high involvement consumers tend to take different results between tasks.Web base experiment faced some difficult problem. We understand measurement error with collision by net conjecture. Measuring response time of information gathering is not accurate. So, we construct client-server system for the experiment that real time processing is needed.In second year, we aimed to measure usage rate of the difference between intrinsic and extrinsic cue. In results of the experiment, we identify that the more knowledge in the product class, the more time of processing of consumers.However, we had to reinvestigate the measurement of involvement of consumer and could not find the explicit difference of processing time, cue usage, and preference structure because of complex factors.