Computer Process Tracing Method: Revealing insights into consumer decision-making

Abstract

This paper challenges our long held understanding of consumer decision-making through the presentation of new empirical evidence. Marketers, and researchers alike, must understand there is consumer heterogeneity in decision-making and that consumer decision-making often involves multiple phases. Guided by image theory, the computer process tracing method described in this paper provided insight into the attributes considered by consumers and the influence of these attributes on the alternatives that were eliminated or chosen by consumers. This research raises significant implications for marketers with empirical evidence that makes the striking revelation that when a substitute has attributes that are very close to the leading brand it is not likely to be chosen.