Decision waves: consumer decisions in today's complex world

2005 ◽  
Vol 39 (1/2) ◽  
pp. 216-230 ◽  
Author(s):  
Ashley Lye ◽  
Wei Shao ◽  
Sharyn Rundle‐Thiele ◽  
Carolyn Fausnaugh
Keyword(s):  
Decision Making ◽  
Decision Theory ◽  
Theoretical Approach ◽  
Empirical Test ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Phase Theory ◽  
Consumer Decisions ◽  
Multi Phase

PurposeThe purpose of this paper is to examine the dominant consumer decision theory models and understand why that theory has received little empirical validation. A “decision waves” theory is proposed – an alternative, multi‐phase approach to decision making using image theory. An approach to validating empirically the multi‐phase theory is outlined.Design/methodology/approachThis conceptual paper examines the foundations of modern consumer decision theory and argues for a more representative model of actual consumer decisions.FindingsDecision waves provide a theoretical approach to represent more accurately consumer decision making and improve understanding in this foundational component of marketing. Decision waves do not change detailed empirical findings: however, they do change the macro perspective of how those findings are assembled for marketing.Research limitations/implicationsAn empirical test of decision waves theory is ongoing.Practical implicationsThe concepts outlined in this paper will change segmentation, positioning and how tactical plans are developed within the marketing mix, particularly for promotional strategies.Originality/valueA theoretical approach that represents decision making more accurately will bring us closer to understanding this foundational component of marketing. It provides a basis for differentiation in congested markets.

Sew or purchase? Home sewer consumer decision process

2018 ◽  
Vol 22 (2) ◽  
pp. 176-188
Author(s):  
Addie Martindale ◽  
Ellen McKinney
Keyword(s):  
Decision Making ◽  
Geographic Area ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Female Consumers ◽  
The North ◽  
Starting Point ◽  
Consumer Dissatisfaction

Purpose The purpose of this paper is to explore garment consumption decision processes of female consumers when they have the option to sew or purchase their clothing. Design/methodology/approach This research study presents a segment of the findings from a larger qualitative grounded theory study on women who choose to sew clothing for themselves (Martindale, 2017). This research analyzed the interview data pertaining to the unique sew or purchase decision-making process in which these consumers undertake as well as the related control over ready-to-wear consumption that sewing provides them. Findings The ability to sew resulted in a unique consumer decision-making process in regard to the clothing purchases due to the control it provided them over their ready-to-wear consumption. The women developed factors that they used to make the decision to sew or purchase. Over all the ability to sew provided them the option to sew or purchase clothing, allowing the women more control over their clothing selection specifically in regard to the garments body fit. Research limitations/implications This study was limited to English-speaking women living in the North America. The qualitative data collected are specific to this sample which cannot be generalized to all female home sewers. Research involving a larger population of women from a larger geographic area is needed. Practical implications The newly developed sew or purchase model provides an understanding of the control that having the option to sew or purchase provides female consumers. The findings offer apparel industry professionals a new perspective on ready-to-wear consumer dissatisfaction. The investment that is made when a garment is sewn instead of purchased has the potential to increase wardrobe sustainability as the consumer experiences more attachment to the clothing they have made. The model serves a starting point for further exploration into other craft-related consumer decision behaviors. Originality/value Purchasing decisions of this nature have yet to be considered in published research. Exploring these women’s decisions who operate outside of typical consumer culture and developing a model for this consumer behavior explains a phenomenon not yet addressed by existing consumer consumption research.

Constrained purchase decision-making process at the base of the pyramid

2019 ◽  
Vol 36 (1) ◽  
pp. 178-188 ◽  
Author(s):  
Nanda Choudhury ◽  
Srabanti Mukherjee ◽  
Biplab Datta
Keyword(s):  
Decision Making ◽  
Transaction Cost ◽  
Primary Data ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Base Of The Pyramid ◽  
Structured Interviews ◽  
Consumer Decision ◽  
Content Type ◽  
Consumer Vulnerability

Purpose The purpose of this paper is to examine the factors affecting decision-making at the BoP and propose a framework of the consumer decision-making process at the base of the pyramid (BoP). Design/methodology/approach The qualitative research design was adopted to collect primary data. Data collected through the in-depth semi-structured interviews of the 48 BoP consumers in Kolkata and Kharagpur (India) were subjected to grounded theory analysis for theory development. Findings This study reveals that consumer vulnerability affects the decision-making process and the transaction cost at BoP level. It was observed that the consumers at the BoP make constrained choices due to their vulnerability and try to minimise transaction cost while selecting the retails. The constrained retail choice leads to a limited selection of products and brands. Originality/value This study, for the first time, has investigated the decision-making process for BoP consumers in detail. As a pioneering attempt, it sheds light on some new factors including consumer vulnerability and transaction cost that have an impact on the consumer decision-making process.

scholarly journals The impact of product presentation on decision-making and purchasing

2019 ◽  
Vol 22 (3) ◽  
pp. 365-380 ◽  
Author(s):  
Rosy Boardman ◽  
Helen McCormick
Keyword(s):  
Decision Making ◽  
Eye Tracking ◽  
Visual Information ◽  
Age Groups ◽  
Target Market ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Product Presentation ◽  
The Impact

Purpose This paper aims to investigate how apparel product presentation influences consumer decision-making and whether there are any differences between age groups. Design/methodology/approach A mixed methodology was used including eye-tracking and qualitative in-depth interviews, with a purposive sample of 50 participants between age 20 and 70. Findings A higher number of product presentation features resulted in increased positive visual, cognitive and affective responses as consumers wanted as much visual information as possible to aid decision-making. Images of models attracted the most attention and were the most influential product presentation feature, followed by mannequin images and the zoom function. The 20 s spent much less time viewing and interacting with the product presentation features than middle age groups (30 s-50 s), had minimal fixations on mannequin images and had a much quicker decision-making process than other age groups. Practical implications The research informs retailers which product presentation features are the most effective for their target market to aid consumer decision-making with the aim of reducing returns. Originality/value The paper contributes to the literature by providing more in-depth insights than previous studies into the impact of online product presentation on consumer decision-making by using qualitative research and eye-tracking. The research also explores more product presentation features than previous research and investigates the presentation of apparel products, which are notoriously the most difficult products for consumers to assess online. The research is unique in its exploration of age differences in relation to product presentation features.

Consumer decision-making in a retail store: the role of mental imagery and gender difference

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jung-Hwan Kim ◽  
Minjeong Kim ◽  
Jungmin Yoo ◽  
Minjung Park
Keyword(s):  
Decision Making ◽  
Mental Imagery ◽  
Decision Making Process ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Perceived Ownership ◽  
Decision Satisfaction ◽  
The Relationship

PurposeThe purpose of the study is to investigate how mental imagery evoked from sensory in-store experience influences consumer anticipatory emotion, perceived ownership and decision satisfaction which eventually impact positive consumer responses such as behavioural intent. In this study, gender difference is proposed as a moderator to completely understand the role of mental imagery in the in-store decision-making process.Design/methodology/approachUsing a market research agency in South Korea, an online survey was employed to collect data. A total of 455 useable respondents (men = 224 and women = 231) largely living in the two most populous provinces in South Korea (i.e. Seoul and Gyeonggi provinces) completed the survey. A number of path analyses were conducted to test hypotheses.FindingsThe results of the study showed that mental imagery evoked from sensory product experience played a critical part in facilitating the consumer decision-making process by influencing anticipatory emotion and perceived ownership. The relationship among anticipatory emotion, perceived ownership, decision satisfaction and behavioural intent was significant except for the relationship between perceived ownership and behavioural intent. This study further indicated that the way mental imagery influences the in-store decision-making process differs between men and women.Originality/valueThe effect of mental imagery in a physical retail context is largely ignored. This study addressed the crucial role of mental imagery in a physical apparel retail setting and examined its impact on consumer decision-making processes. By exploring how to enhance consumers' in-store sensory shopping experiences through mental imagery to influence their positive shopping outcomes, this study offers vital insights into how retailers operating physical stores can successfully utilize their stores.

East Asian college consumer decision-making styles for sport products

2015 ◽  
Vol 5 (3) ◽  
pp. 259-275 ◽  
Author(s):  
John Bae ◽  
Doris Lu-Anderson ◽  
Junya Fujimoto ◽  
Andre Richelieu
Keyword(s):  
Decision Making ◽  
East Asian ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Japanese Male ◽  
Consumer Markets ◽  
Decision Making Styles ◽  
Sport Industry ◽  
Lifestyle Education

Purpose – Purchasing behaviors have been studied in various countries. Previous studies involving consumer decision-making styles for sport products have only been seen in one country in order to either identify factors of Purchase Style Inventory for Sport Products (PSISP) or classify consumer shopping behaviors. Therefore, the purpose of this paper was to identify consumers’ decision-making styles (shopping styles) for sport products from Japanese, Singaporean, and Taiwanese college-aged consumers. Design/methodology/approach – The scale of PSISP was adapted to measure consumer decision-making styles (shopping styles) for sport products. This instrument is composed of 35 items under nine dimensions. CFA, 3 (Nationality) × 2 (Gender) MANOVA and ANOVA were employed. Findings – According to the results of this study, there were significant different decision-making styles among three different countries in East Asia. Overall, Japanese male and female college-aged students exhibited higher brand consciousness than Singaporean and Taiwanese males and females. Research limitations/implications – As consumers from different countries show different lifestyle, education, economic, religion, and culture, they might have their unique shopping styles. Therefore, the dimensions related to decision-making styles need to be explored, and the scale needs to be validated using a substantial sport industry sample in the future study. Practical implications – This study helps East Asian advertisers or markets to rethink and develop appropriate marketing strategies as well as to understand the different decision-making styles of local consumers and better approach new and existing consumer markets. Originality/value – This paper is important for international sports marketers to predict consumer shopping patterns and maintain proper inventory levels, particularly when marketing in global markets.

My experience of laptop purchase

2016 ◽  
Vol 6 (2) ◽  
pp. 1-13
Author(s):  
Sabita Mahapatra ◽  
Saumya Sharma
Keyword(s):  
Decision Making ◽  
Consumer Behaviour ◽  
Subject Area ◽  
Sales Representative ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Postgraduate Students ◽  
Introductory Session ◽  
Post Purchase

Subject area Marketing/Consumer behaviour. Study level/applicability The case can be used for the postgraduate students and executives in a first-year Marketing Management class for an introductory session on understanding consumer decision in a business-to-consumer context. The case can be also used in a second-year elective course on Consumer Behaviour for the topic on consumer decision-making journey and managing customer experience through service excellence. This case would be most befitting to be used for the first introductory session of 75 minutes to give an overview on consumer behaviour. Case overview The dismal failure of Natasha’s desktop while preparing an important presentation due for submission compels Natasha (the protagonist) to make up her mind to buy a laptop. After consulting her friends and relatives, followed with intense search from different retail stores, Natasha finally decides to buy a Sony laptop from a multi-brand retail outlet with a price discount and freebies. Finally, when Natasha settled down to work on her new laptop on her pending presentation, she confronts some problem. Unable to identify the problem, she contacted the store sales representative to resolve the problem. However, the representative’s ineffectiveness in addressing the problem and promptly delivering the service leaves Natasha in a state of uncertainty and confusion. She seemed to be in a fix and undecided, wondering whether she should immediately rush to the repair centre with her desktop to fix the problem for the time being or she should leave the laptop and wait till the problem gets resolved. Expected learning outcomes The case aims to provide interesting inputs on various phases of consumer decision-making journey and appropriate marketing strategy for each phase. The objective is to make students appreciate how poor after-sales service results in post-purchase dissonance and conflict in the consumer's mind. The case provides an opportunity for students to come up with possible solutions to resolve the post-purchase dissonance and conflict and share their views or ideas of how a seller can create a lasting impression in the mind of the buyer. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing

Exclusive books: applying a behavioural economics perspective

2020 ◽  
Vol 10 (3) ◽  
pp. 1-30
Author(s):  
Thiroshnee Naidoo ◽  
Charlene Lew
Keyword(s):  
Decision Making ◽  
Learning Outcomes ◽  
Consumer Choice ◽  
Behavioural Economics ◽  
Choice Overload ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
The Impact

Learning outcomes The learning outcomes are as follows: understanding of the principles of choice overload and the impact of consumer choice overload on company sustainability and growth prospects; understanding of how several heuristics inform consumer decision-making; applying nudge theory to interpret and clarify the impact and consequences of nudges on consumer decision-making; and considering the challenge of a newly appointed CEO to influence consumer choice. Case overview/synopsis The case study and teaching note offers insights into the use of behavioural economics principles in consumer choice. The case study methodology was used to design, analyse and interpret the real-life application of behavioural economics in the retail sector. The case demonstrates how choice overload, dual process theory, decision heuristics and nudge theory play a role in consumer decision-making. The case offers insights into the application of behavioural economics to support the sustainability of a company in an emerging market context. Managers can use the findings to consider how to use behavioural economics principles to drive consumer choice. The application of behavioural economics to an industry facing challenges of sustainability offers new insights into how to design spaces and cues for consumer choice. Complexity academic level The case study is suitable for course in business administration, specifically at postgraduate level. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing

A materialistic perspective of consumer decision-making styles

2019 ◽  
Vol 12 (2) ◽  
pp. 231-248
Author(s):  
Sartaj Chaudhary ◽  
Ajoy Kumar Dey
Keyword(s):  
Decision Making ◽  
School Children ◽  
Negative Impact ◽  
Second Order ◽  
Theory And Practice ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Decision Making Styles ◽  
The Impact

Purpose Materialism has become a topic of increasing interest to researchers and policymakers because it can influence consumer behavior. However, a clear picture of how this phenomenon impacts consumers has proven to be elusive. Using an integrated framework, this paper aims to derive hypotheses from theoretical concepts of materialism and consumer decision-making styles and uses a survey of 1,216 respondents in India to test the hypotheses. Design/methodology/approach The present study is the first of its kind to test the impact of materialist values on consumer decision-making styles among a sample of 13-18 years old school children. The constructs are validated through a first- and second-order confirmatory factor analysis and an integrated second-order structural model is developed. Findings This study finds that materialism is a positive predictor of “recreation/ hedonistic”,; “confused by over-choice”; “brand consciousness”; “perfectionistic high-quality consciousness”; and “habitual brand loyal” style of consumers. Further, materialism has a negative impact on “price value consciousness” of consumers. These findings have important implications for theory and practice. Research limitations/implications This study is restricted to school children in the National Capital Region and hence cannot be generalized to the whole young population in India. Originality/value Conceptualizing both materialism and consumer decision-making styles as second-order constructs, this is a maiden study that examines the impact of materialistic values on the consumer decision-making styles of young consumers.

Introduction

2020 ◽  
pp. 1-21
Author(s):  
Ethan Porter
Keyword(s):  
Decision Making ◽  
Health Insurance ◽  
Behavioral Economics ◽  
Political Science ◽  
Empirical Evidence ◽  
Political Knowledge ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Consumer Decisions ◽  
Political Decisions

This chapter blends insights from political science, behavioral economics, history and psychology to lay out the theoretical proposition of the book. The consumer citizen approach has implications for attitudes toward government and government spending, levels of political knowledge, and even whether people sign up for government-sponsored health insurance. Empirical evidence about the incidence of consumer and political decisions is offered. The comparative ubiquity of consumer decisions, I argue, explains why consumer decision-making tools come to be used in political contexts. Ultimately, viewing citizens as consumer citizens means viewing their political behaviors and attitudes as they are, not as some might wish them to be.

scholarly journals The effect of word-of-mouth on consumer emotions and choice: findings from a service industry

2016 ◽  
Vol 8 (3) ◽  
pp. 298-314 ◽  
Author(s):  
Anne Martensen ◽  
Lars Grønholdt
Keyword(s):  
Decision Making ◽  
Conceptual Model ◽  
Word Of Mouth ◽  
Social Norm ◽  
Least Squares Method ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
The Social ◽  
Consumer Emotions

Purpose The purpose of this paper is to examine how received word-of-mouth (WOM) influences consumer emotions and, in turn, behavioral attitude and intention. Design/methodology/approach A conceptual model is developed by extending the theory of reasoned action framework to include WOM and emotions. The conceptual model is operationalized through a structural equation model, and the model is estimated and tested by using the partial least squares method. A survey among 509 consumers in Denmark forms the empirical basis for the study. Findings The paper finds that positive and negative WOM has an asymmetric influence on emotions, behavioral attitude and intention, i.e. that consumers respond differently to positive and negative WOM. The paper also finds that positive WOM has a larger impact than the social norm on behavioral attitude and intention and that negative WOM has an impact equal to that of the social norm. Furthermore, the study finds that emotions are an important mediator for both WOM and social norm. Research limitations/implications The paper is limited to a large travel agency in Denmark. Practical implications This paper has clear implications in terms of measuring the importance of WOM and emotions in consumer decision-making. It may serve as a useful basis for a practical WOM marketing strategy, which is a critical and increasingly applied element of customer-focused companies’ marketing strategies. Originality/value This paper provides new insights into how WOM works and the interplay between WOM, emotions and social norm in consumer decision-making.

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