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.
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|
|Subjects:||350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research|
|Depositing User:||Assoc Prof Sharyn Rundle-Thiele|
|Date Deposited:||03 Jul 2008 05:59|
|Last Modified:||02 Feb 2012 01:14|
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