The Consumer and His Alternatives: An Experimental Approach
Open Access
- 1 February 1966
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 3 (1) , 62-67
- https://doi.org/10.1177/002224376600300107
Abstract
Results of two laboratory experiments indicate that the number of choices involved in a purchase decision influences the consumer's decision process. The Taylor experiment suggests that as the number of items involved in the decision increases, the consumer becomes less sensitive to changes in these items. The Anderson experiment suggests that consumers will experience a greater degree of dissonance reduction, the greater the number of items in the decision.Keywords
This publication has 4 references indexed in Scilit:
- Multiple-Choice Decision-BehaviorThe American Journal of Psychology, 1958
- A Theory of Cognitive DissonancePublished by Walter de Gruyter GmbH ,1957
- The theory of decision making.Psychological Bulletin, 1954
- Acquisition and extinction of verbal expectations in a situation analogous to conditioning.Journal of Experimental Psychology, 1939