Shao, Wei and Rundle-Thiele, Sharyn and Lye, Ashley (2008) Investigating strategy use for a single choice decision. In: 2008 Academy of Marketing Science Annual Conference: Creating Value in a Global Marketplace, 28-31 May 2008, Vancouver, BC. Canada.
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This study investigates consumer decision behaviour by specifically analysing if and when consumers use more than one strategy, and possibly only parts of those strategies, in situations that only involve one decision. A computer process tracing method was used to analyse 262 single decisions. Consumers seldom use a single literature-based strategy for a single decision and many strategies used were not literature-based.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||Deposited with permission of publisher.|
|Uncontrolled Keywords:||decision making; decision strategy; naturalistic decision theory; computer process tracing method|
|Fields of Research (FOR2008):||17 Psychology and Cognitive Sciences > 1702 Cognitive Sciences > 170202 Decision Making|
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
22 Philosophy and Religious Studies > 2203 Philosophy > 220302 Decision Theory
|Subjects:||350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research|
|Socio-Economic Objective (SEO2008):||E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services|
|Deposited On:||03 Jul 2008 15:59|
|Last Modified:||02 Feb 2012 11:14|
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