How Does Extended Reality Influence Consumer Decision Making? The Empirical Evidence from A Laboratory Experiment

Results of a laboratory experiment indicate that in consumer decision making, in the absence of any objective standard, individuals tended to conform to the group norm. However, when the group pressure was to “go along” with the group, resulting in restriction of choices, the individuals tended to resist the group pressure.

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Introduction

The Consumer Citizen ◽

10.1093/oso/9780197526781.003.0001 ◽

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.

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Fashion consumers’ channel-hopping profiles by psychographics and demographics

International Journal of Market Research ◽

10.1177/1470785318821854 ◽

2019 ◽

Vol 62 (5) ◽

pp. 615-632

Author(s):

Stacy H Lee ◽

Sojin Jung

Keyword(s):

Decision Making ◽

Empirical Evidence ◽

Consumer Decision Making ◽

Perceived Benefits ◽

Consumer Decision ◽

Consumer Responses ◽

Shopping Trip ◽

Risks And Benefits ◽

Channel Hopping ◽

Decision Making Model

Omni-channel retailing has created different shopping paradigms, such as channel hopping, to meet diverse consumer expectations through various channels. Based on the consumer decision-making model, this study explored the typology of consumer groups based on consumers’ channel usage during the entire shopping trip and how each group differs in terms of shopping values, shopping behaviors, perceived benefits, and risks. Using a total of 264 US nationwide consumer responses, we identified four consumer groups that have distinctive channel-hopping patterns; hyperconnected shoppers, traditional shoppers, web shoppers, and webroomers. Our findings revealed unique shopping values and shopping behaviors in each of these categories, as well as perceived risks and benefits among the four groups. This study’s results can serve as empirical evidence to provide better insights to help retailers develop successful omni-channel strategies and also contribute to the omni-channel retailing literature.

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