Perspectives on Consumer Decision Order and Their Impact on Purchase Behavior
We contrast two perspectives on consumer decision process or order: (a) first deciding whether to choose and then making a selection from a choice set, (b) first making a selection and then deciding whether to make any purchase. We show that the two orders systematically affect the likelihood of making a purchase across a wide range of problems. Generally, when a selection decision is made first, purchase likelihood is mainly affected by the difficulty of comparing alternatives in a set; when a buy/no-buy decision is made first, purchase likelihood is mainly affected by the overall features of the choice set.
Leilei Gao and Itamar Simonson (2008) ,"Perspectives on Consumer Decision Order and Their Impact on Purchase Behavior", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 166-168.
Leilei Gao, Stanford University
Itamar Simonson, Stanford University
NA - Advances in Consumer Research Volume 35 | 2008
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