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- Title
Consumer Choice Strategies: Simplifying Vs. Optimizing.
- Authors
Wright, Peter
- Abstract
Designing effective marketing programs requires forecasting the choice strategy a consumer will use in a given decision environment. Both simplifying and optimizing considerations may affect the strategy used. This study found individuals' perceptions of different strategies as simplifiers and optimizers varied, with number of options being reviewed operating as a moderator.
- Subjects
CONSUMER preferences research; BRAND choice; MARKETING strategy; CHOICE (Psychology); DECISION making &; psychology; CONSUMPTION (Economics) &; psychology; INFLUENCE; MARKETING &; psychology; PREFERENCE heterogeneity; CONSUMER behavior research; PSYCHOLOGY
- Publication
Journal of Marketing Research (JMR), 1975, Vol 12, Issue 1, p60
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3150659