Identifying decision strategies in a consumer choice situation
Details
State: Public
Version: author
Serval ID
serval:BIB_209010488EFA
Type
Article: article from journal or magazin.
Collection
Publications
Institution
Title
Identifying decision strategies in a consumer choice situation
Journal
Judgment and Decision Making
ISSN
1930-2975
Publication state
Published
Issued date
12/2008
Peer-reviewed
Oui
Volume
3
Number
8
Pages
641-658
Language
english
Abstract
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.
Keywords
Decision strategies, Process tracing, Verbal protocols, Decision making, Eye tracking, Mouselab
Web of science
Create date
17/02/2009 12:23
Last modification date
20/08/2019 13:56