search query: @indexterm BRAND CHOICE / total: 192
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| Author: | Kuusela, H. Spence, M. T. Kanto, A. J. |
| Title: | Expertise effects on prechoice decision processes and final outcomes: a protocol analysis |
| Journal: | European Journal of Marketing
1998 : VOL. 32:5/6, p. 559-576 |
| Index terms: | decision making brand choice |
| Language: | eng |
| Abstract: | This article proposes a model of a stable factor affecting decision making. In the model research concerning adaptive decision making is integrated with that on expertise. The objective is to determine the effect of expertise on quantitative and qualitative differences in decision processes used to frame decisions, to eliminate alternatives, to retain options for further considerations and ultimately to make a choice. |
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