Consumer Choice Tactics and Leisure Activities
- 1 January 1991
- journal article
- research article
- Published by Taylor & Francis in International Journal of Advertising
- Vol. 10 (4) , 325-332
- https://doi.org/10.1080/02650487.1991.11104467
Abstract
This study provides evidence that consumers make decisions between alternative evening out-of-home leisure activities by use of simple choice tactics rather than the complex decision processes described in consumer behaviour theory. Following a qualitative stage of four Focus groups, 560 structured interviews were carried out with people in the 16–29 age group just before or as they engaged in a leisure activity: going out for a drink, a meal, dancing, to the cinema or playing sport. The choice tactics used were identified and related to their perceived efficacy, levels of involvement and amount of cognitive and decisional effort. The implications for advertising strategy are discussed.Keywords
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