RESTRUCTURING - CONSTRUCTIVE PROCESSING OF INFORMATION DISPLAYS IN CONSUMER CHOICE

This research examines the construction of information displays by consumers. This aspect of constructive processing, in which data may be transformed, edited, or inferred, is termed ''restructuring. Subjects notes and verbal protocols generated during a study are used to examine restructuring behavior when making choices among brands. These methods enable the examination of restructuring and its effect on evaluative processing throughout the course of making a choice. Results demonstrate that consumers do restructure, that restructuring is done in a contingent, opportunistic manner, and that restructuring may influence the type of choice heuristic used (e.g., alternative-based vs. attribute-based).