haku: @author Tellis, G. J. / yhteensä: 15
viite: 7 / 15
| Tekijä: | Tellis, G. J. Gaeth, G. J. |
| Otsikko: | Best value, price-seeking, and price aversion: the impact of information and learning on consumer choices |
| Lehti: | Journal of Marketing
1990 : APR, VOL. 54:2, p. 34-45 |
| Asiasana: | CONSUMER CHOICE PRODUCT INFORMATION LEARNING OPTIMIZATION QUALITY STRATEGY DECISION MAKING |
| Kieli: | eng |
| Tiivistelmä: | Consumers generally purchase products with incomplete information. They may use three choice strategies under uncertainty: best value, price-seeking, and price aversion strategy; these are defined and contrasted. Objective information about quality, price instead of quality, and personal experience explain the choice of strategy: rational (best-value) decision-making suggests a negatively sloped price response curve, etc. A shopping experiment is described, that explored the effects of the explanatory factors on the three choice strategies; graphic analysis of results and logic estimates of price response are presented. Objective information did not eliminate suboptimal choices; low learning was found. Quality varies in importance by customers. |
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