2015 | OriginalPaper | Buchkapitel
An Empirical Evaluation of Decision Heuristics in the Process of Evoked Set Formation
verfasst von : Michel Laroche, Chankon Kim, Takahashi Matsui
Erschienen in: Proceedings of the 1993 World Marketing Congress
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This study investigates the consumer’s use of five heuristics (conjunctive, disjunctive, lexicographic, linear additive, and geometric compensatory) in the evoked set formation regarding beer brands and fast food outlets. By using a decomposition approach in determining the consumers’ choice heuristics, it was found that the conjunctive heuristic is the most often used decision model in the evoked set formation for the two product classes.