A protocol analysis of brand choice strategies involving recommendations

Article Abstract:

Subjects completed a purchase decision under a computer-controlled laboratory simulation that enabled acquisition of both attribute-value and recommendation information from five sources. Analysis of subjects' acquisitions and recorded statements during the decision process offered support for the existence of unique decision strategies for situations involving availability of both kinds of information. Based on the manner in which recommendation information was used, these strategies were subdivided into (1) a recommendation-forms-evoked-set (RFES) for consideration, and (2) a recommendation-forms-standard (RFS) for comparison to other brand alternatives. Differences in strategy use between two product categories were explored. (Reprinted by permission of the publisher.)

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Decision ambiguity and incumbent brand advantage

Article Abstract:

This article examines the role of decision ambiguity in judgments that consumers make about an incumbent (the brand a consumer currently uses) versus an attack brand (a new, superior competitor). It is hypothesized that decision ambiguity creates an advantage for the incumbent. A conceptualization of decision ambiguity is offered. In three experiments, factors that can cause decision ambiguity are manipulated and their effects on preference for the incumbent are investigated. The results underscore the role of decision ambiguity in incumbent brand advantage. In two other experiments, boundary conditions are examined. (Reprinted by permission of the publisher.)

Brand name products, Brand names, Judgment, Judgment (Psychology), Ambiguity

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The framing of buying decisions

Article Abstract:

Research in behavioral decision theory suggests that people use reference points as the basis for judging-comparing the value of decision alternatives, but there has been little research addressing how decision reference points are formed. This paper posits and empirically demonstrates a conceptual framework of the reference point formation process for buying decisions. The basic concepts in the framework are supported, and the resulting reference points are shown to influence choice in a manner consistent with prospect theory. (Reprinted by permission of the publisher.)

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