Decisions, decisions, decisions: multiple pathways to choice

Article


Shao, Wei, Lye, Ashley and Rundle-Thiele, Sharyn. 2008. "Decisions, decisions, decisions: multiple pathways to choice." International Journal of Market Research. 50 (6), pp. 797-816. https://doi.org/10.2501/S1470785308200213
Article Title

Decisions, decisions, decisions: multiple pathways to choice

ERA Journal ID19796
Article CategoryArticle
AuthorsShao, Wei (Author), Lye, Ashley (Author) and Rundle-Thiele, Sharyn (Author)
Journal TitleInternational Journal of Market Research
Journal Citation50 (6), pp. 797-816
Number of Pages20
Year2008
Place of PublicationLondon, United Kingdom
ISSN1470-7853
Digital Object Identifier (DOI)https://doi.org/10.2501/S1470785308200213
Web Address (URL)http://www.ijmr.com
Abstract

This paper details an alternate methodology that permits the consumer decision process to be observed without the constraint of model phases or 'sets'. A new custom-developed computerised process tracing methodology is utilised, identifying the decision wave boundaries in a durable product purchase scenario. The electronic process tracing methodology reveals multiple pathways to consumer choice for a durable purchase decision. Consumers choose an air conditioning alternative using up to ten decision waves, forty percent of which may be outside our current decision models. This research suggests that most consumers do not construct a choice set to make a purchase decision, and this may have an impact on product positioning and differentiation decisions, as well as identifying the importance of being the 'last alternative standing'. This research found three common pathways to consumer choice. Marketing tactics must address the informational requirements of each pathway for their product to become a candidate for selection.

Keywordsdecisions; consumer decision making; air conditioners; China; observations
ANZSRC Field of Research 2020520402. Decision making
500303. Decision theory
350608. Marketing theory
Public Notes

Pre-print version deposited in accordance with the copyright policy of the publisher. The definitive version of this paper is available at http://www.ijmr.com. Publisher allows only pre-print (pre-refereeing) to be archived in this repository. Note that order of authors differs on the preprint from the published version.

Byline AffiliationsGriffith University
School of Management and Marketing
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https://research.usq.edu.au/item/9yxx3/decisions-decisions-decisions-multiple-pathways-to-choice

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