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CONCEPTUAL DEVELOPMENT AND HYPOTHESES
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AA battery abstract attributes alternatives considered amount of information ANOVA model attribute abstractness Belk brand alternatives brand and category brand level alternatives brand level choices brands considered catalog categories and brands categories considered category level choices choice alternatives choice processing choice set choice type concrete attributes consideration set consumers Dooney & Bourke effects of motivation evaluation Experiment gift alternatives gift categories gift giving gift purchase gift selection giver High Knowledge high levels increase the number independent variables index covariate individual interaction involved Johnson level of abstractness level of motivation level of recipient levels of knowledge log-linear model Logit model Low Knowledge Low Motivation main effects manipulation check motivation and knowledge motivation and recipient number of alternatives number of brands number of categories odds ratios p-value potential gift presented product category level recipient knowledge relationship scenarios selecting a gift situation strategies subjects were asked T-Tests Table type of choice