Response Time, Conflict, and Involvement in Brand Choice
Open Access
- 1 December 1979
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 6 (3) , 295-304
- https://doi.org/10.1086/208770
Abstract
An information processing model of choice time is developed. A computer controlled experiment of pairwise choices found that when a brand alternative does not strongly dominate others, the resulting conflict lengthens choice time. Involvement in the decision, however, did not significantly influence choice time, as theorized.Keywords
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