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The Effect Of Inclusion Versus Exclusion On Consideration Set Size, Sarah Heeju Lee, Se-Bum Park
The Effect Of Inclusion Versus Exclusion On Consideration Set Size, Sarah Heeju Lee, Se-Bum Park
Asia Marketing Journal
A great deal of research has explored individuals’ attempts to simplify choices by constructing a consideration set. This research aims to investigate which construction strategy, either inclusion or exclusion, is more likely to be adopted and how the adoption of a particular construction strategy can affect consideration set size while identifying the moderating role of chronic indecisiveness in the construction process. The findings of Study 1 indicate that individuals are more likely to adopt an inclusion strategy to reduce a consideration set to a more manageable size, and that an exclusion strategy results in a larger consideration set. In Study …
고려상표군을 이용한 내구재 시장구조 분석에 관한 연구, Seo Koo Lee
고려상표군을 이용한 내구재 시장구조 분석에 관한 연구, Seo Koo Lee
Asia Marketing Journal
Brand switching data frequently used in market structure analysis is adequate to analyze non- durable goods, because it can capture competition between specific two brands. But brand switching data sometimes can not be used to analyze goods like automobiles having long term duration because one of main assumptions that consumer preference toward brand attributes is not changed against time can be violated. Therefore a new type of data which can precisely capture competition among durable goods is needed. Another problem of using brand switching data collected from actual purchase behavior is short of explanation why consumers consider different set of …
Two Essays On Screening Strategies, Rajani Ganesh Pillai
Two Essays On Screening Strategies, Rajani Ganesh Pillai
Electronic Theses and Dissertations
Consumers form consideration sets by screening from all available alternatives. Consumers typically utilize one of two types of screening strategies: an exclusion screening strategy wherein alternatives not worthy of further consideration are rejected or an inclusion strategy wherein worthy alternatives are selected for further evaluation. Extant literature has documented the important role played by screening strategies in decision making. However, there is very limited understanding of when and why consumers may employ one screening strategy over the other as well the impact of the screening strategy for decision accuracy. This dissertation attempts to study the antecedent and consequence of screening …
Two Essays On Satisfaction, Vishal Bindroo
Two Essays On Satisfaction, Vishal Bindroo
Electronic Theses and Dissertations
This dissertation consists of two essays that study the relevant boundary conditions to the relationship between the customer satisfaction and loyalty. Retaining current customers is critical to a firm's performance and has been well-established in the literature. Extant literature tells us that loyal customers are typically less price sensitive, spend more than non-loyal customers, less expensive to retain, and more importantly, provide new referrals through positive word of mouth. In the first essay, drawing from decision justifiability theory, I posit that consideration set size and price-consciousness moderate the relationship between satisfaction and loyalty. At higher levels of consideration set sizes, …