If consumers can infer the missing attributes, efficiency is raised because the advertising director gives a few important attributes and can make consumers infer missing attributes. So it is desirable for the advertising director to find the factors influencing inference.
The purposes of our study are to show the effects of general product class knowledge among all other factors on spontaneous inference and help the advertising directors with decision making.
The results of present study indicate that group with high general product class knowledge is greater than low general product class knowledge on inference rate More research is needed to investigate additional factors influencing spontaneous inference.
