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

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Author(s)
Rundle-Thiele, Sharyn
Shao, Wei
Lye, Ashley
Year published
2005
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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 ...
View more >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.
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View more >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.
View less >
Conference Title
ANZMAC 2005 Conference: Broadening the Boundaries
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© The Author(s) 2005. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).