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- Title
Response Time, Conflict, and Involvement in Brand Choice.
- Authors
Tyebjee, Tyzoon T.
- Abstract
An information processing model of choice time is developed. A computer controlled experiment of pairwise choices found that when a brand alternative does not strongly dominate others, the resulting conflict lengthens choice time. Involvement in the decision, however, did not significantly influence choice time, as theorized.
- Subjects
REACTION time; BRAND choice; BRAND evaluation; HUMAN information processing; CONSUMER preferences research; MODELS &; modelmaking; BRAND differentiation; CUSTOMER loyalty; CONSUMER behavior; CHOICE (Psychology); DECISION making
- Publication
Journal of Consumer Research, 1979, Vol 6, Issue 3, p295
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1086/208770