Investigating Choice Behaviour Execution: A Chinese Durable Good Perspective
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This study investigates consumer decision behaviour by specifically analysing if and when consumers use more than one strategy, and possibly only parts of those strategies, in situations that only involve one decision. A computer process tracing method was used to analyse 262 single decisions. Consumers seldom use a single literature-based strategy for a single decision and many strategies used were not literature-based.
2008 AMS Annual Conference Proceedings
© 2008 Academy of Marketing Science. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the conference's website for access to the definitive, published version.