Unstructured Direct Elicitation of Decision Rules

Ding, Min; Hauser, John R; Dong, Songting; Dzyabura, Daria; Yang, Zhilin; Su, Chenting; Gaskin, Steven P
February 2011
Journal of Marketing Research (JMR);Feb2011, Vol. 48 Issue 1, p116
Academic Journal
The authors investigate the feasibility of unstructured direct elicitation (UDE) of decision rules consumers use to form consideration sets. They incorporate incentives into the tested formats that prompt respondents to state noncompensatory, compensatory, or mixed rules for agents who will select a product for the respondents. In a mobile phone study, two validation tasks prompt respondents to indicate which of 32 mobile phones they would consider from a fractional design of features and levels. The authors find that UDE predicts consideration sets better, across both profiles and respondents, than a structured direct-elicitation method. It predicts comparably to established incentive-aligned compensatory, noncompensatory, and mixed decompositional methods. In a more complex automotive study, noncompensatory decomposition is not feasible and additive-utility decomposition is strained, but UDE scales well. The authors align incentives for all methods using prize indemnity insurance to award a chance at $40,000 for an automobile plus cash. They conclude that UDE predicts consideration sets better than either an additive decomposition or an established structured direct-elicitation method (CASEMAP).


Related Articles

  • Having Versus Consuming: Failure to Estimate Usage Frequency Makes Consumers Prefer Multifeature Products. GOODMAN, JOSEPH K.; IRMAK, CAGLAR // Journal of Marketing Research (JMR);Feb2013, Vol. 50 Issue 1, p44 

    The authors investigate whether consumers systematically consider feature usage before making multifunctional product purchase decisions. Across five studies and four product domains, the article shows that consumers fail to estimate their feature usage rate before purchasing multifunctional...

  • THE NEGATIVE EFFECT OF RELATIONSHIP STRENGTH ON COGNITION AND JUDGMENT. Yu Hu // AMA Summer Educators' Conference Proceedings;2013, Vol. 24, p44 

    Why is it difficult to make accurate judgment of our social relations' preferences? This paper proposes that one reason might be that, in some situations, we make the task unnecessarily complex. That is, for strong (vs. weak) relations, we tend to use overly detailed cognitive structures to...

  • Decision Process Evolution in Customer Channel Choice. Valentini, Sara; Montaguti, Elisa; Neslin, Scott A // Journal of Marketing;Nov2011, Vol. 75 Issue 6, p72 

    The growing number of sales channels through which customers can make purchases has made it imperative for managers to understand how customers decide which channels to use. However, this presents a significant challenge because there is reason to believe the channel decision process evolves...

  • Decision Biases in Evaluating Ambiguous Information. Brown, Christina L.; Chernev, Alex // Advances in Consumer Research;1997, Vol. 24 Issue 1, p173 

    The article considers a special session of the 1996 conference of the Association for Consumer Research (ACR) on consumer preferences, and they can bias subsequent consumer decisions to purchase products which offer ambiguous qualities. Summaries are offered of papers presented at the conference...

  • He Wants, She Wants: Gender, Category, and Disagreement in Spouse's Joint Decisions. Ward, Cheryl B. // Advances in Consumer Research;2006, Vol. 33 Issue 1, p117 

    Family purchase decisions are examined in light of product category, differing individual preference intensities, past history, and couple preference intensity for jointly purchased products. Specifically, a 2x2x2 ANOVA with a covariate is used to explore spouses' predispositions in a series of...

  • Consumer Persuasion Through Cause-Related Advertising. Berger, Ida E.; Cunningham, Peggy H.; Kozinets, Robert V. // Advances in Consumer Research;1999, Vol. 26 Issue 1, p491 

    Despite the growth of cause-related marketing, little is known about how consumers process advertisements that contain cause-claims. Guided by information processing models, two experiments were conducted to trace the process by which attitudes toward causes influence brand attitudes and...

  • The Effect of Product Expertise on Decision Making and Search for Written and Sensory Information. Selnes, Fred; Howell, Row // Advances in Consumer Research;1999, Vol. 26 Issue 1, p80 

    Product expertise is generally thought to be an important variable in consumer behavior theory. Much attention has been devoted to how consumer expertise affects the amount of information acquired in consumer information search. In this article we suggest that not only the amount, but also the...

  • Online Community Usage Behavior (Case Study of Indonesian Online Community Members). Wardhani, Nindya Kusuma; Purwanegara, Mustika Sufiati // International Proceedings of Economics Development & Research;2012, Vol. 52, p37 

    This research was conducted to examine the online community members' behavior, knowledge sharing activity, member contribution and purchase intention in the context of online community. This research used descriptive research as the method; which using questionnaire as the research tools. The...

  • Consumer Use Innovative Behavior: An Approach Toward Its Causes. Park, Kyungae; Dyer, Carl L. // Advances in Consumer Research;1995, Vol. 22 Issue 1, p566 

    This study attempts to understand innovative product usage behavior by investigating the causes of this behavior. Use and purchase in innovative behavior are compared to each other in terms of the causes of these behaviors. The conceptual model of use innovative behavior is tested for the...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics