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

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.


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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 80-84.


Rom Schrift, The Wharton School, USA
Jeffrey Parker, Georgia State University, USA
Gal Zauberman, The Wharton School, USA
Shalena Srna, The Wharton School, USA


NA - Advances in Consumer Research Volume 43 | 2015

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