Consumer Reports: Car Buying Guide - Center for Advancing Health

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Getting Tools Used buy from them. Online search optimization also is a factor of why people are using other sources. The commercial sources are using all options available. cxliii • The CR business model depends largely on subscription revenues, but Americans in the 1990s were accustomed to thinking of the Internet as a free source of information. Thus, CU broke ground in late 1990s by requiring subscriptions to obtain its online car and other product ratings and reviews. Growth in CR online subscriptions (even outnumbering Wall Street Journal Interactive Edition subscriptions in 1999) demonstrated that Americans would pay for content that they view as beneficial. Internet observers credited CU for its pricing cxliv, cxlv scheme that offered reasonably priced options for monthly or annual subscriptions. • CU has leveraged “consumer’s selective perception,” the phenomenon of consumers looking for information that reinforces their beliefs. CU has used its strategic position to create a virtuous cycle. For example, consumers use CR when selecting a car (or another product). When consumers drive their CR-recommended car, they have a positive experience that they correlate with CR. This experience reinforces the value of CR in consumes’ minds and motivates them continue using CR. cxlvi Case Study: Consumer Reports: Car Buying Guide 52 © 2009 Center for Advancing Health
Appendix A. Key Informants Getting Tools Used The perspectives in this case report have been synthesized from the wide-ranging comments of the people interviewed, the literature and other data sources. They do not necessarily represent the views of the Center for Advancing Health. With gratitude, the CFAH acknowledges the following individuals who participated in key informant interviews. • Brenda Cude, PhD, Professor of Housing and Consumer Economics, Housing Research Center, College of Family and Consumer Sciences, University of Georgia • Myung-Soo Lee, PhD, Associate Dean and Professor of Marketing, Zicklin School of Business, Baruch College, City University of New York • Douglas Love, Associate Director of Communications, Consumer Reports • Rik Paul, Autos Editor, Consumer Reports • Brian T. Ratchford, PhD, Professor of Marketing, School of Management, University of Texas at Dallas • Jane Schuchardt, PhD, National Program Leader, Economic and Community Systems, Cooperative State Research, Education, and Extension Service, USDA Case Study: Consumer Reports: Car Buying Guide 53 © 2009 Center for Advancing Health
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Consumer Reports: Car Buying Guide - Center for Advancing Health

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