Identifying decision strategies in a consumer choice situation
Détails
Etat: Public
Version: de l'auteur⸱e
ID Serval
serval:BIB_209010488EFA
Type
Article: article d'un périodique ou d'un magazine.
Collection
Publications
Institution
Titre
Identifying decision strategies in a consumer choice situation
Périodique
Judgment and Decision Making
ISSN
1930-2975
Statut éditorial
Publié
Date de publication
12/2008
Peer-reviewed
Oui
Volume
3
Numéro
8
Pages
641-658
Langue
anglais
Résumé
In two studies on mobile phone purchase decisions, we investigated consumers' decision strategies with a newly developed process tracing tool called InterActive Process Tracing (IAPT). This tool is a combination of several process tracing techniques (Active Information Search, Mouselab, and retrospective verbal protocol). After repeatedly choosing one of four mobile phones, participants formalized their strategy so that it could be used to make choices for them. The choices made by the identified strategies correctly predicted the observed choices in 73% (Experiment 1) and 67% (Experiment 2) of the cases. Moreover, in Experiment 2 we directly compared Mouselab and eye tracking with respect to their impact on information search and strategy description. We found only minor differences between these two methods. We conclude that IAPT is a useful research tool to identify choice strategies, and that using eye tracking technology did not increase its validity beyond that gained with Mouselab.
Mots-clé
Decision strategies, Process tracing, Verbal protocols, Decision making, Eye tracking, Mouselab
Web of science
Création de la notice
17/02/2009 12:23
Dernière modification de la notice
20/08/2019 13:56