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- Title
CONSUMERS' DECISION PLANS AND SUBSEQUENT CHOICE BEHAVIOR.
- Authors
Park, C. Whan; Hughes, Robert W.; Thukral, Vinod; Friedmann, Roberto
- Abstract
Three major factors are proposed as affecting a choice prediction method's (model's) immediate use by practitioners. These factors are predictive capability, input required, and interpretation task complexity. A decision plan net is developed as an alternative method to existing individual choice prediction methods and is examined against these three major factors in a home purchase situation. Inferences are drawn concerning specific marketing applications of a decision plan net.
- Subjects
CHOICE (Psychology); CONSUMER behavior; BRAND choice; MARKETING; DECISION making; CONSUMER attitudes; PURCHASING; MARKETING research; MATHEMATICAL models
- Publication
Journal of Marketing, 1981, Vol 45, Issue 2, p33
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1251663