Investigating strategy use for a single choice decision

Paper

Shao, Wei, Rundle-Thiele, Sharyn and Lye, Ashley. 2008. "Investigating strategy use for a single choice decision." Robinson, Leroy Jr. (ed.) 2008 Academy of Marketing Science Annual Conference: Creating Value in a Global Marketplace. Vancouver, Canada 28 - 31 May 2008 Coral Gables, FL. United States.
Paper/Presentation Title

Investigating strategy use for a single choice decision

Presentation TypePaper
AuthorsShao, Wei (Author), Rundle-Thiele, Sharyn (Author) and Lye, Ashley (Author)
EditorsRobinson, Leroy Jr.
Journal or Proceedings TitleDevelopments in Marketing Science
Journal CitationXXXII, pp. 49-52
Number of Pages4
Year2008
Place of PublicationCoral Gables, FL. United States
ISBN0939783290
Web Address (URL) of Paperhttp://www.ams-web.org
Conference/Event2008 Academy of Marketing Science Annual Conference: Creating Value in a Global Marketplace
Event Details
2008 Academy of Marketing Science Annual Conference: Creating Value in a Global Marketplace
Event Date
28 to end of 31 May 2008
Event Location
Vancouver, Canada
Abstract

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.

Keywordsdecision making; decision strategy; naturalistic decision theory; computer process tracing method
ANZSRC Field of Research 2020520402. Decision making
350606. Marketing research methodology
500303. Decision theory
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsGriffith University
School of Management and Marketing
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