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To buy or not to buy: response mode effects on consumer choice
This article extends research on evaluation differences in response modes to situations in which a no-choice option is available. Prior research on choice deferral has presented the no-choice option as just another response option (ie, an unconditional brand-choice response mode), which has its primary focus on the selection decision. However, consumers in many marketplace situations may consider the buy/no-buy decision before the selection decision (ie, a buy/no-buy response mode). This article examines the differences in evaluation processes and choice deferral for the two response modes. The authors' theoretical account suggests that an initial focus on the buy/no-buy decision activates greater use of alternative-based evaluations, thus making purchase deferral more sensitive to the valence of shared features and category reference information than in the unconditional brand-choice mode. They provide process evidence for their account and consider limiting conditions..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | This article extends research on evaluation differ choice option is available. Prior research on choi choice option as just another response option (ie an unconditional brand choice response mode) which has its primary focus on the selection decis consumers in many marketplace situations may consi buy decision before the selection decision (ie a buy/no buy response mode). This article examines the diff buy decision activates greater use of alternative based evaluations thus making purchase deferral more sensitive to th choice mode. They provide process evidence for the |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |