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    A Protocol Analysis of Brand Choice Strategies Involving Recommendations

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    A Protocol Analysis of Brand Choice Strategies.pdf (4.271Mb)
    Issue Date
    1987-12
    Author
    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/2489504
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    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.
    URI
    http://hdl.handle.net/1808/10076
    Collections
    • School of Business Scholarly Works [212]
    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.

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    785-864-8983
    KU Libraries
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    Lawrence, KS 66045
    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
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    Contact KU ScholarWorks
    785-864-8983
    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    Image Credits
     

     

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