The Consequence of Screening Strategies on Decision Accuracy: the Roles of Perceived Uncertainty and Consideration Set Size

Rajani Ganesh Pillai, North Dakota State University, USA
Xin He, University of Central Florida, USA
Raj Echambadi, University of Illinois at Urbana-Champaign, USA
This paper investigates the role of perceived uncertainty and consideration set size on the relationship between screening strategy and accuracy of decision. We demonstrate that the screening strategy-decision accuracy relationship is influenced both by perceived uncertainty in the choice process as well as by the consideration set size.
[ to cite ]:
Rajani Ganesh Pillai, Xin He, and Raj Echambadi (2011) ,"The Consequence of Screening Strategies on Decision Accuracy: the Roles of Perceived Uncertainty and Consideration Set Size", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.