search query: @author Park, C. W. / total: 17
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| Author: | Park, C. W. Smith, D. C. |
| Title: | Product-level choice: A top-down or bottom-up process? |
| Journal: | Journal of Consumer Research
1989 : DEC, VOL. 16:3, p. 289-299 |
| Index terms: | DECISION ANALYSIS PRODUCT PREFERENCE CONSUMER BEHAVIOUR PURCHASING |
| Language: | eng |
| Abstract: | The process by which consumers form decision criteria and evaluate and choose product-level alternatives are examined when purchase goals are well-defined. The results indicate that decision criteria are formulated in a goal-driven top-down fashion rather than a product-driven, bottom-up fashion. Even without a specific goal for product decisions, the formation and utilization of decision criteria don't follow the bottom-up process. |
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