Lack of attribute searchability: Some thoughts

<jats:title>Abstract</jats:title><jats:p>Established theory about the searchability of product attributes has advanced a tripartite classification of product attributes and, correspondingly, a three‐pronged view of consumer evaluation procedures. Using this theory as a springboard, this article takes a closer look at the procedures consumers seem to utilize for evaluation of products that vary in their attribute searchability. Reflecting on current theory and practice, the consumer is construed to employ evaluation procedures different from those indicated by the product‐attribute typology. This is so both because consumers view the attributes differently and because they rely on biased heuristics, as might suit their expertise and involvement. To capture these consumer assessment dynamics, propositions are advanced and empirical methods to test them are suggested. © 2004 Wiley Periodicals, Inc.</jats:p>