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Contrasting buy-select and select-bu...

Gao, Leilei.

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Contrasting buy-select and select-buy: Set attractiveness versus relative option attractiveness as determinants of decisions to purchase.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Contrasting buy-select and select-buy: Set attractiveness versus relative option attractiveness as determinants of decisions to purchase./
作者:	Gao, Leilei.
面頁冊數:	91 p.
附註:	Source: Dissertation Abstracts International, Volume: 69-05, Section: A, page: 1886.
Contained By:	Dissertation Abstracts International69-05A.
標題:	Business Administration, General. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3313573
ISBN:	9780549624356

Contrasting buy-select and select-buy: Set attractiveness versus relative option attractiveness as determinants of decisions to purchase.
Gao, Leilei.

Contrasting buy-select and select-buy: Set attractiveness versus relative option attractiveness as determinants of decisions to purchase. - 91 p.

Source: Dissertation Abstracts International, Volume: 69-05, Section: A, page: 1886.

Thesis (Ph.D.)--Stanford University, 2008.

Making a purchase in the marketplace usually involves two decisions: a selection decision ("Which of the options do I like most?") and a buy/no-buy decision ("Should I buy the product?" and "Should I buy it now or later?"). Although both decisions may be made simultaneously, the relative emphasis on one versus the other often varies during a decision process. This research studies the influences of a sequential emphasis of the two decisions on consumers' likelihood of making a purchase. In particular, this research compares consumers' purchase likelihood under two decision sequences: (a) a buy-select decision sequence where consumers first decide whether to buy and then make a selection from a choice set, and (b) a select-buy decision sequence where consumers first make a selection and then decide whether to make any purchase. It is proposed that the decision question emphasized early in the process activates different types of evaluations that result in systematic differences in purchase likelihood. When the buy/no-buy decision is emphasized first, purchase likelihood is more sensitive to a choice set's overall attractiveness such that factors that increase (decrease) a choice set's general desirability would lead to a high (low) purchase rate. In contrast, when the selection decision is emphasized first, purchase likelihood is more sensitive to consumers' preference clarity within the choice set such that factors that decrease (increase) consumers' selection difficulty would lead to a high (low) purchase rate.

ISBN: 9780549624356Subjects--Topical Terms:

1017457
Business Administration, General.

Contrasting buy-select and select-buy: Set attractiveness versus relative option attractiveness as determinants of decisions to purchase.
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245 1 0 $a Contrasting buy-select and select-buy: Set attractiveness versus relative option attractiveness as determinants of decisions to purchase.
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500 $a Source: Dissertation Abstracts International, Volume: 69-05, Section: A, page: 1886.
502 $a Thesis (Ph.D.)--Stanford University, 2008.
520 $a Making a purchase in the marketplace usually involves two decisions: a selection decision ("Which of the options do I like most?") and a buy/no-buy decision ("Should I buy the product?" and "Should I buy it now or later?"). Although both decisions may be made simultaneously, the relative emphasis on one versus the other often varies during a decision process. This research studies the influences of a sequential emphasis of the two decisions on consumers' likelihood of making a purchase. In particular, this research compares consumers' purchase likelihood under two decision sequences: (a) a buy-select decision sequence where consumers first decide whether to buy and then make a selection from a choice set, and (b) a select-buy decision sequence where consumers first make a selection and then decide whether to make any purchase. It is proposed that the decision question emphasized early in the process activates different types of evaluations that result in systematic differences in purchase likelihood. When the buy/no-buy decision is emphasized first, purchase likelihood is more sensitive to a choice set's overall attractiveness such that factors that increase (decrease) a choice set's general desirability would lead to a high (low) purchase rate. In contrast, when the selection decision is emphasized first, purchase likelihood is more sensitive to consumers' preference clarity within the choice set such that factors that decrease (increase) consumers' selection difficulty would lead to a high (low) purchase rate.
520 $a This proposition is tested in six studies. Specifically, study 1 and study 2 examined two factors that primarily affected a choice set's overall attractiveness: the hedonic nature of a choice set and shared missing information. The two factors were shown to have a greater influence on purchase likelihood under a buy-select decision sequence than a select-buy decision sequence. Study 3 and study 4 examined two factors that primarily affected consumers' preference clarity within the choice set: attribute alignability and dominance structure. These factors were shown to have a greater influence on purchase likelihood under a select-buy decision sequence than a buy-select decision sequence. To further explore the underlying processes of the decision sequence effect, study 5 and study 6 simultaneously manipulated a choice set's overall attractiveness and consumers' preference clarity such that a choice set was high (or low) on general attractiveness but low (or high) on preference clarity. In study 5, this goal was achieved by varying the number of acceptable options in the choice set. In study 6, the same goal was achieved by manipulating the size of a choice set. The results suggest a crossover effect such that the same factor could either increase or decrease consumers' purchase likelihood depending on which decision, the buy/no-buy decision or the selection decision, is emphasized earlier in a decision process. In sum, these studies highlight the importance of decision-making emphasis on actual purchases, and have important marketing and managerial implications.
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