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.



Citation:

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.

Authors

Leilei Gao, Stanford University
Itamar Simonson, Stanford University



Volume

NA - Advances in Consumer Research Volume 35 | 2008



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