Information accessibility as a moderator of judgments: The role of content versus retrieval ease

Alice M. Tybout, Brian Sternthal, Prashant Malaviya, Georgios A. Bakamitsos, S. E.Bum Park

Research output: Contribution to journalArticle

55 Citations (Scopus)


We hypothesize that the accessibility of task-relevant knowledge determines whether judgments reflect the substance of the information that is brought to mind or the ease of generating and retrieving such information. Our findings indicate that when relevant knowledge is highly accessible or not at all accessible, judgments are based on the content of the information considered. Between these extremes in knowledge accessibility, judgments are based on the perceived ease with which information can be retrieved. This perceived ease is a function of both the number of reasons requested and the wording of the retrieval request.

Original languageEnglish
Pages (from-to)76-85
Number of pages10
JournalJournal of Consumer Research
Issue number1
Publication statusPublished - 2005 Jun 1


All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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