Investigating strategy use for a single choice decision

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.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Deposited with permission of publisher.
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 03 Jul 2008 05:59
Last Modified: 02 Feb 2012 01:14
Uncontrolled Keywords: decision making; decision strategy; naturalistic decision theory; computer process tracing method
Fields of Research : 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
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services

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