The notion that experience and credence attributes are ambiguous for consumershas already been accepted by scholars. However, the impact of these kinds attribute on brand choice are still not well understood and studied. This study investigates the effects of search, experience and credence attributes on brand choice to further enhance the understanding of consumer's behavior. A preliminary study was conducted to validate whether experience and credence attributes create an ambiguity decision environment. The first experiment simulated a buying process situasion with two brands in the choice set where consumers are exposed to several attribute combinations: search only attributes, search and experience attributes, search and credence attributes, and search, experience, and credence attributes. The second experiment examined the moderating role of reputation information in the consumer's brand choice process. The experiments involved 398 undergraduate students of one major university in Yogyakarta-Indonesia. The result support the hypothesis that suggests that consumers, who have experience with the brands, would take experienceattributes into account in comparing options. However, the results didnot support hypothesis that suggests that in the absence experience with the brands, consumers would compare the options based only on search attributes. In addition, the results also showed that in the presence of product experience, consumers tend to consider credence attributes in brand decision making process. Finally the results showed that reputation information does have impact on brand choice. Consumers are more likely to prefer a more reputable brand over a less reputable brand. The findings of the study yield some implications for marketers. First, in targeting consumers with no product experience, marketers may focus their communication strategy on the superiority of their brand's attributes. A brand may be marketed to a new consumer segment by emphasizing on its reputation that is acknowledged by reliableorganizations. Second, in marketing to existing consumers (i.e., those with product experience), marketers of a brand that is superior on experience-attributes can use credence-attributes to make consumers more loyal to their brand. Future research may replicate this study by using : different consumer segments as the subjects, different product category as the stimulus materials, more than two brands as available options, and different method s of presenting brand attributes. Extensions may also involve critically choosing search-attributes that are salient to consumers and manipulating the buying situation to stimulate a memory-based environment. (taken from abstract of this book)