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A Protocol Analysis of Brand Choice Strategies Involving Recommendations
Rosen, Dennis L. Olshavsky, Richard W.
Rosen, Dennis L.
Olshavsky, Richard W.
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Abstract
Description
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.
Date
1987-12
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The University of Kansas
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Citation
Rosen, Dennis L, and Richard W. Olshavsky. (1987) A Protocol Analysis of Brand Choice Strategies Involving Recommendations. Journal of Consumer Research, 14 (3), 440-444.