A Protocol Analysis of Brand Choice Strategies Involving Recommendations
Issue Date
1987-12Author
Rosen, Dennis L.
Olshavsky, Richard W.
Publisher
The University of Kansas
Type
Article
Article Version
Scholarly/refereed, publisher version
Published Version
http://www.jstor.org/stable/2489504Metadata
Show full item recordDescription
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.
Collections
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.
Items in KU ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
We want to hear from you! Please share your stories about how Open Access to this item benefits YOU.