| Abstract: | This research examined how consumers respond to product information that presents a range of possible performance levels. Hypotheses were tested by the use of mail and telephone surveys administered to a national sample of 511 homeowners. The particular product investigated was solar water heaters. The results indicate that the respondents (1) were less likely to change their prior beliefs toward the financial viability of solar water heaters, and (2) placed more emphasis on the importance of financial risk when they were presented with a range of possible financial consequences associated with solar systems. On balance, the provision of this information did not increase or decrease the average intention of the respondents to purchase solar water heaters. The public policy implications of the study findings are discussed. |
