Consumer Choice Strategies: Simplifying Vs. Optimizing
Open Access
- 1 February 1975
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 12 (1) , 60-67
- https://doi.org/10.1177/002224377501200109
Abstract
Designing effective marketing programs requires forecasting the choice strategy a consumer will use in a given decision environment. Both simplifying and optimizing considerations may affect the strategy used. This study found individuals’ perceptions of different strategies as simplifiers and optimizers varied, with number of options being reviewed operating as a moderator.Keywords
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