The Structure of Consumer Choice Processes
Open Access
- 1 November 1971
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 8 (4) , 465-471
- https://doi.org/10.1177/002224377100800410
Abstract
Comparing different information processing models of the same consumers’ decisions and utilizing findings from clinical judgment studies give information about the structure of consumer choice processes. Cue consistency and conditional models are discussed and a general paradigm for choice under uncertainty is proposed.Keywords
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