Decision-Tree Structures and Their Impact on Similarity Judgment and Replacement Choices

Rom Schrift, The Wharton School, USA
Jeffrey Parker, Georgia State University, USA
Gal Zauberman, The Wharton School, USA
Shalena Srna, The Wharton School, USA
This paper explores how the decision-making structure impacts consumers’ preferences for a replacement option (when the originally chosen option is unavailable). We find that consumers tend to stick with attribute levels that were chosen earlier in the decision-making process. 17 studies explore different underlying mechanisms and support a categorization-similarity process.
[ to cite ]:
Rom Schrift, Jeffrey Parker, Gal Zauberman, and Shalena Srna (2015) ,"Decision-Tree Structures and Their Impact on Similarity Judgment and Replacement Choices", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 80-84.