Advanced

Consumer decision making Adaptation to differences in the choice environment

Vikström, Kerstin (2006)
Cognitive Science
Abstract
The complexity of a decision environment is determined by a number of factors. These factors include number of options, number of attributes, frequency of purchase and interattribute correlations. A consumer can adapt to complex decision environments in several ways. This

study examined how consumers adapt to differences in complexity of the decision environment in the natural decision situation of a supermarket. Measures derived from eye movement data shows that consumers adapt to more complex decision environments by increasing their decision time and the number of alternatives looked at. Consumers also adapt by having stronger attribute preferences for both the most complex but also the least complex

decision environment. I conclude... (More)
The complexity of a decision environment is determined by a number of factors. These factors include number of options, number of attributes, frequency of purchase and interattribute correlations. A consumer can adapt to complex decision environments in several ways. This

study examined how consumers adapt to differences in complexity of the decision environment in the natural decision situation of a supermarket. Measures derived from eye movement data shows that consumers adapt to more complex decision environments by increasing their decision time and the number of alternatives looked at. Consumers also adapt by having stronger attribute preferences for both the most complex but also the least complex

decision environment. I conclude that consumers are not intimidated by a complex decision environment instead they adapt to it by processing more information and by having stronger

attribute preferences. (Less)
Please use this url to cite or link to this publication:
author
Vikström, Kerstin
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Konsumentforskning, Beslutsteori, Kognitionsforsknig, Computer science, numerical analysis, systems, control, Datalogi, numerisk analys, system, kontroll, Psychology, Psykologi
language
English
id
1327782
date added to LUP
2006-08-24
date last changed
2006-08-24
@misc{1327782,
  abstract     = {The complexity of a decision environment is determined by a number of factors. These factors include number of options, number of attributes, frequency of purchase and interattribute correlations. A consumer can adapt to complex decision environments in several ways. This

study examined how consumers adapt to differences in complexity of the decision environment in the natural decision situation of a supermarket. Measures derived from eye movement data shows that consumers adapt to more complex decision environments by increasing their decision time and the number of alternatives looked at. Consumers also adapt by having stronger attribute preferences for both the most complex but also the least complex

decision environment. I conclude that consumers are not intimidated by a complex decision environment instead they adapt to it by processing more information and by having stronger

attribute preferences.},
  author       = {Vikström, Kerstin},
  keyword      = {Konsumentforskning,Beslutsteori,Kognitionsforsknig,Computer science, numerical analysis, systems, control,Datalogi, numerisk analys, system, kontroll,Psychology,Psykologi},
  language     = {eng},
  note         = {Student Paper},
  title        = {Consumer decision making Adaptation to differences in the choice environment},
  year         = {2006},
}