Strategy Use in Consumer Decision Processes
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Decision researchers have paid scant attention to strategy use in a single decision process despite acknowledgement that decision makers may use (part of) one or more decision strategies in a single decision task. This paper contributes to decision theory through improving our understanding of how consumers make decisions. Consumer decisions were observed and analysed to identify when and where consumers used decision strategies. Consumers seldom use a single strategy in the decision process. We explain how the use of multiple strategies relates to prior research on decision-making and what it suggests about the future conduct of decision-making research.
Industry, Markets and Regions. Proceedings for the 2nd International Conference for the Australasian Sciences Association (ABBSA)