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Consumers’ product evaluations are often influenced by information contained in their memories. Prior to product evaluations, consumers are often exposed to data that permits them to judge the covariation relationships among different product attributes. However, these attribute covariance perceptions may lead to biased product evaluations. Using an experimental design, this study examines the accuracy of consumers’ product attribute covariance beliefs as a function of their product experience and the relevancy of product information to which they are exposed prior to evaluating product performances. The results indicate that even limited product information affects consumers’ beliefs about product performances on attributes for which no information is available. In other words, specific product information may serve as a cue or indicator for other product characteristics via attribute covariance inferences. The accuracy of these inferences appears to be, at least partly, the function of the consumers’ product experience. Consumers with high levels of product experience are more effective at encoding and retrieving product attribute performance information. Implications of the findings are discussed and suggestions for future research are provided.

This chapter narratively examines the value of scholarship grants to seven underrepresented science, technology, engineering, and mathematics (STEM) students who attended the same research comprehensive university. The scholarships that the students in our convenience sample received were awarded by six National Science Foundation grant programs in the United States. A literature review tracing the effects of scholarships, instrumentalism, and the core purpose of education sets the context for this narrative investigation. The four pillars comprising the theoretical framework are value, experience, story, and identity. The seven stories of impact that emerged from the narrative inquiry reveal multiperspectival insights into the value of scholarships to students' lives, careers, and selves. Moreover, we also explore how scholarship recipients established their sense of value in autonomous and committed ways while promoting their personal welfare and seeking the common good of others. All of these important considerations contribute to the national and international literature relating to diversity, higher education, STEM careers, and the power of scholarship grants to transcend instrumentalism privileging workforce demands.