Consumer Decision Making

By M. Luce. 2015

258 citations recorded by the source corpus.

In the consumer behaviour literature several perspectives on consumer decision making have been considered, including the ‘value perspective’, the ‘information processing perspective’, the ‘emotional perspective’, and ‘cue utilization theory’. In this paper, a framework which integrates several perspectives on consumer decision making and which hypothesizes possible links between several basic constructs is developed. The framework is tested by the use of two experimental designs. The results of this study support the complexity of consumer decision making: (A) Consumers do not use their cognitive and affective skills independently, rather they affect each other; (B) the cognitive, evaluative constructs of quality and attitude had significant direct effects on buying intention in both experiments, whereas the affective construct of emotion had no significant effects on buying intention in both experiments; (C) price affected in both experiments perceived quality, which in turn affected attitude, which in turn affected buying intention. At the same time, price had no direct effect on buying intention.

Subfields: Applied Psychology, General Decision Sciences, Marketing

View Paper: https://www.semanticscholar.org/paper/0bfbfb40bd6d1ad3a350e07011e70241f8e8f888

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Applied Psychology

1. Ingrid Gottschalk
2. Jill G. Griffin
3. Tabea Leistner
4. Susan M. Broniarczyk

In General Decision Sciences

1. Ingrid Gottschalk
2. Jill G. Griffin
3. Tabea Leistner
4. Susan M. Broniarczyk

In Marketing

1. Ingrid Gottschalk
2. Jill G. Griffin
3. Tabea Leistner
4. Susan M. Broniarczyk

Citations in the corpus

• Decision Difficulty in the Age of Consumer Empowerment (2014, background): “The difficulty of comparing options is compounded when information on attributes is missing (Bettman et al., 1991).”
• Brain Drain: The Mere Presence of One’s Own Smartphone Reduces Available Cognitive Capacity (2017, unknown): “Consumers ’ fi nite capacity for cognitive processing is one of the most fundamental in fl uences on “ real world ” consumer behavior (e.g., Bettman 1979; Bettman, Johnson, and Payne 1991).”
• Consumer reactions to the availability of organic food in discount supermarkets (2013, background): “An example is the perceived need to justify food decisions either to an inner circle like family members or to society as a whole (Bettman et al., 1991; Childers and Rao, 1992).”
• For better or for worse? Empirical evidence of moral licensing in a behavioral energy conservation campaign (2013, background): “Yet self-reported data are often criticized for their limited reliability and the limited insights they provide into real behavior and decision making (e.g., Webb et al., 2003; Krampf et al., 1993).”