ABSTRACT
Consumers make judgments and decisions about products and services under conditions of uncertainty every day. Only rarely is complete information available for all important features, benefits, and uses of a given product. Several different responses to incomplete information are possible: (a) consumers may simply overlook missing information, (b) they may search for additional information, or (c) if time and energy constraints do not permit extended external search, consumers may attempt to fill gaps in their knowledge by drawing inferences about missing information.
