Consumer Inference: A Review of Processes, Bases, and Judgment Contexts (original) (raw)

2004, Journal of Consumer Psychology

Because products are rarely described completely, consumers often form inferences that go beyond the information given. We review research on the processes, bases, and the judgment contexts in which inferences are formed. The most basic processes are induction (inferences from specific instances to general principles) versus deduction (inferences from general principles to specific instances). Stimulus-based inferences are formed on-line (as information is encountered) using situationally available information, whereas memory-based (or theory-based) inferences are formed using prior knowledge and experience. Inferences can pertain to a single product judged in isolation (a singular judgment context) or to multiple products considered in relation to one another (a comparative judgment context). This 2 x 2 x 2 (Induction vs. Deduction x Stimulus-Based vs. Memory-Based x Singular vs. Comparative Judgment) theoretical framework suggests that there are 8 different types of inferences that consumers may form. Based on this framework, we identify gaps in the literature and suggest directions for future research. Consumers frequently make judgments and decisions based on limited information and knowledge. Using a product or hearing about a product (e.g., from advertising, promotion, or word-of-mouth communication) provides information about some properties (e.g., attributes, benefits) but the remaining properties-if they are important-must be inferred by going beyond the information given. Inference formation involves the generation of if-then linkages between information (e.g., cues, heuristics, arguments, knowledge) and conclusions (Kardes, 1993; Kruglanski & Webster, 1996). Our purpose in writing this article was to forward a theoretical framework that facilitates the summarization and categorization of findings important for consumer researchers interested in such inferences. We use this framework to organize a discussion of the contexts in which judgments and decisions regarding limited or missing information must be made and the inference processes evident in eachcontext. Given that our Requests for reprints should be sent to