Constructive Processes in Consumer Choice

The degree to which consumers use rules or heuristics which have already been developed and stored in memory versus the degree to which consumers construct the rules they use on the spot, during the actual course of alternative selection, is examined. Detailed verbal protocol data from two consumers...

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Bibliographic Details
Published in:The Journal of consumer research 1977-06, Vol.5 (4), p.75
Main Authors: Bettman, James R, Zins, Michel A
Format: Article
Language:English
Subjects:
Consumers
Heuristic
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Summary:The degree to which consumers use rules or heuristics which have already been developed and stored in memory versus the degree to which consumers construct the rules they use on the spot, during the actual course of alternative selection, is examined. Detailed verbal protocol data from two consumers are analyzed. The results show substantial problems with such protocol data. Implications of the results for consumer choice theories are also considered.
ISSN:0093-5301
1537-5277