A Protocol Analysis of Brand Choice Strategies Involving Recommendations

Rosen, Dennis L.; Olshavsky, Richard W.

dc.contributor.author	Rosen, Dennis L.
dc.contributor.author	Olshavsky, Richard W.
dc.date.accessioned	2012-09-11T19:39:39Z
dc.date.available	2012-09-11T19:39:39Z
dc.date.issued	1987-12
dc.identifier.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.
dc.identifier.uri	http://hdl.handle.net/1808/10076
dc.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.
dc.language.iso	en_US
dc.publisher	The University of Kansas
dc.relation.isversionof	http://www.jstor.org/stable/2489504
dc.title	A Protocol Analysis of Brand Choice Strategies Involving Recommendations
dc.type	Article
kusw.kuauthor	Rosen, Dennis L.
kusw.kuauthor	Olshavsky, Richard W.
kusw.kudepartment	Business
kusw.oastatus	fullparticipation
kusw.oaversion	Scholarly/refereed, publisher version
kusw.oapolicy	This item meets KU Open Access policy criteria.
dc.rights.accessrights	openAccess

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