Task Complexity and Contingent Processing in Brand Choice

1 September 1979

journal article
Published by Oxford University Press (OUP) in Journal of Consumer Research

Vol. 6 (2) , 154-165
https://doi.org/10.1086/208758

Abstract

Further evidence is presented that brand choice strategy is contingent upon task complexity. When three brands were presented, subjects used a compensatory strategy. When more than three brands were presented, subjects first eliminated unacceptable alternatives using a noncompensatory strategy and then evaluated the remaining alternatives using a compensatory process.

Keywords

BRAND CHOICE
TASK COMPLEXITY
UNACCEPTABLE
CONTINGENT
NONCOMPENSATORY
ALTERNATIVES USING
USED A COMPENSATORY

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