Titre
Identifying decision strategies in a consumer choice situation
Type
article
Institution
UNIL/CHUV/Unisanté + institutions partenaires
Périodique
Auteur(s)
Reisen, N.
Auteure/Auteur
Hoffrage, U.
Auteure/Auteur
Mast, F. W.
Auteure/Auteur
Liens vers les personnes
Liens vers les unités
ISSN
1930-2975
Statut éditorial
Publié
Date de publication
2008-12
Volume
3
Numéro
8
Première page
641
Dernière page/numéro d’article
658
Peer-reviewed
Oui
Langue
anglais
Résumé
In two studies on mobile phone purchase decisions, we investigated consumers' decision strategies with a newly developed process tracing tool called InterActive Process Tracing (IAPT). This tool is a combination of several process tracing techniques (Active Information Search, Mouselab, and retrospective verbal protocol). After repeatedly choosing one of four mobile phones, participants formalized their strategy so that it could be used to make choices for them. The choices made by the identified strategies correctly predicted the observed choices in 73% (Experiment 1) and 67% (Experiment 2) of the cases. Moreover, in Experiment 2 we directly compared Mouselab and eye tracking with respect to their impact on information search and strategy description. We found only minor differences between these two methods. We conclude that IAPT is a useful research tool to identify choice strategies, and that using eye tracking technology did not increase its validity beyond that gained with Mouselab.
PID Serval
serval:BIB_209010488EFA
Date de création
2009-02-17T10:23:46.295Z
Date de création dans IRIS
2025-05-20T19:14:12Z
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Nom
BIB_209010488EFA.P001.pdf
Version du manuscrit
preprint
Taille
370.1 KB
Format
Adobe PDF
PID Serval
serval:BIB_209010488EFA.P001
URN
urn:nbn:ch:serval-BIB_209010488EFA6
Somme de contrôle
(MD5):dc445a5fd5bf627eccffade55fa2c458