haku: @journal_id 58 / yhteensä: 815
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| Tekijä: | Dahr, R. |
| Otsikko: | Consumer Preference for a No-Choice Option |
| Lehti: | Journal of Consumer Research
1997 : SEP, Vol. 24:2, p. 215-231 |
| Asiasana: | CONSUMER CHOICE DECISION MAKING CONSUMERS |
| Kieli: | eng |
| Tiivistelmä: | The traditional focus in the decision-making literature has been on understanding how consumers choose among a given set of alternatives. the notion that preference uncertainty may lead to choice deferral when no single alternative has a decisive advantage is tested in seven studies. Building on recent research, the article shows that the decision to defer choice is influenced by the absolute difference in attractiveness among the alternatives provided and is not consistent with trade-off difficulty or the theory of search. These findings are then extended to show that choice deferral can also be modified for the same alternatives by manipulations that make them appear more similar in attractiveness, or that decrease the need to differentiate among them. |
SCIMA