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 |
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Presentation Type | Paper |
Authors | Shao, Wei (Author), Rundle-Thiele, Sharyn (Author) and Lye, Ashley (Author) |
Editors | Robinson, Leroy Jr. |
Journal or Proceedings Title | Developments in Marketing Science |
Journal Citation | XXXII, pp. 49-52 |
Number of Pages | 4 |
Year | 2008 |
Place of Publication | Coral Gables, FL. United States |
ISBN | 0939783290 |
Web Address (URL) of Paper | http://www.ams-web.org |
Conference/Event | 2008 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. |
Keywords | decision making; decision strategy; naturalistic decision theory; computer process tracing method |
ANZSRC Field of Research 2020 | 520402. Decision making |
350606. Marketing research methodology | |
500303. Decision theory | |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | Griffith University |
School of Management and Marketing |
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