Identifying decision strategies in a consumer choice situation
Details
Serval ID
serval:BIB_513BEF03A1F3
Type
Inproceedings: an article in a conference proceedings.
Publication sub-type
Poster: Summary – with images – on one page of the results of a researche project. The summaries of the poster must be entered in "Abstract" and not "Poster".
Collection
Publications
Institution
Title
Identifying decision strategies in a consumer choice situation
Title of the conference
Annual Meeting of the Society for Judgment and Decision Making
Address
Long Beach (CA), USA
Publication state
Published
Issued date
11/2007
Language
english
Notes
ReisenJDM07
Abstract
In a consumer choice study, three process tracing techniques (Mouselab, Active Information Search, and retrospective verbal
protocol) were combined to reveal cognitive processes and identify strategies used. 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 predicted from the identified strategies matched the observed choices in 73% of the cases. In a second study a similar result was obtained, 67%. Moreover, we directly compared Mouselab and eye-tracking as measures of information search. We conclude that our method is a useful research tool.
protocol) were combined to reveal cognitive processes and identify strategies used. 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 predicted from the identified strategies matched the observed choices in 73% of the cases. In a second study a similar result was obtained, 67%. Moreover, we directly compared Mouselab and eye-tracking as measures of information search. We conclude that our method is a useful research tool.
Create date
17/02/2009 11:23
Last modification date
20/08/2019 14:06
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