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| Author: | Dhar, R. |
| Title: | Context and Task Effects on Choice Deferral |
| Journal: | Marketing Letters
1997 : JAN, Vol. 8:1, p. 119-130 |
| Index terms: | CONSUMERS DECISION MAKING CONSUMER CHOICE |
| Language: | eng |
| Abstract: | This article reviews recent research that has examined consumer decision making when the option of not choosing any of the alternatives is provided. The attractiveness of the decision outcomes and the difficulty of choosing are posited to be two key factors that determine the preference for a no-choice option. Building on the notion that preferences are often constructed, it is proposed that task and contextual variables can alter how the choice situation is evaluated on the two factors and consequently choice incidence. Several experiments that explore and manipulate decision of the implications of these results for research on consumer choice. |
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