Decisions, decisions, decisions: multiple pathways to choice

Shao, Wei and Lye, Ashley and Rundle-Thiele, Sharyn (2008) Decisions, decisions, decisions: multiple pathways to choice. International Journal of Market Research, 50 (6). pp. 797-816. ISSN 1470-7853

[img] Text (Accepted Version)

Download (263Kb)
Official URL:


This paper details an alternate methodology that permits the consumer decision process to be observed without the constraint of model phases or 'sets'. A new custom-developed computerised process tracing methodology is utilised, identifying the decision wave boundaries in a durable product purchase scenario. The electronic process tracing methodology reveals multiple pathways to consumer choice for a durable purchase decision. Consumers choose an air conditioning alternative using up to ten decision waves, forty percent of which may be outside our current decision models. This research suggests that most consumers do not construct a choice set to make a purchase decision, and this may have an impact on product positioning and differentiation decisions, as well as identifying the importance of being the 'last alternative standing'. This research found three common pathways to consumer choice. Marketing tactics must address the informational requirements of each pathway for their product to become a candidate for selection.

Statistics for USQ ePrint 4712
Statistics for this ePrint Item
Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information (displayed to public): Pre-print version deposited in accordance with the copyright policy of the publisher. The definitive version of this paper is available at Publisher allows only pre-print (pre-refereeing) to be archived in this repository. Note that order of authors differs on the preprint from the published version.
Depositing User: Assoc Prof Sharyn Rundle-Thiele
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 29 Mar 2009 12:10
Last Modified: 14 Nov 2014 01:15
Uncontrolled Keywords: decisions; consumer decision making; air conditioners; China; observations
Fields of Research (FoR): 17 Psychology and Cognitive Sciences > 1702 Cognitive Sciences > 170202 Decision Making
22 Philosophy and Religious Studies > 2203 Philosophy > 220302 Decision Theory
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory
Socio-Economic Objective (SEO): E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: doi: 10.2501/S1470785308200213

Actions (login required)

View Item Archive Repository Staff Only