Add to ORKGConsumers make mistakes when facing complex purchasing decision problems but if at least some consumers choose only among offers that are easy to compare with others then firms will adopt common ways to present their offers and thus make choice easier (Gaudeul and Sugden, 2011). We design an original experiment to identify consumers' choice heuristics in the lab. Subjects are presented with menus of offers and do appear to favour offers that are easy to compare with others in the menu. While not all subjects do so, this is enough to deter firms fromintroducing spurious complexity in the way they present products
Many firms rely on choice experiment-based models to evaluate future marketing actions under various...
The complexity of a decision environment is determined by a number of factors. These factors include...
Choice experiments are often used to determine consumers’ preferences and willingness to pay for pro...
Abstract Consumers make mistakes when facing complex purchasing decision problems but if at least so...
Abstract Firms can exploit consumers' mistakes when facing complex purchasing decision problems but ...
We propose that consumer preferences are often systematically influenced by preference fluency, i.e....
International audienceTwo randomly sampled groups of subjects were endowed with real budgets and pla...
AbstractThere is an extensive and growing literature on the design and use of stated choice experime...
<p>Abstract copyright data collection owner.</p>These data were generated by the experiment reported...
This research examines an empirical paradox documented by prior research: when choosing among assort...
Gaudeul and Sugden have hypothesized that, when some but not all competing products are priced in a ...
Choice experiments are frequently used by industry and academic researchers to examine existing and ...
textabstractThis study investigates the impact of choice complexity on consumer utility and choice. ...
Preference are not static, and individuals make relative comparisons between the alternatives availa...
<p>Abstract copyright data collection owner.</p>Data are collected by means of an economic experimen...
Many firms rely on choice experiment-based models to evaluate future marketing actions under various...
The complexity of a decision environment is determined by a number of factors. These factors include...
Choice experiments are often used to determine consumers’ preferences and willingness to pay for pro...
Abstract Consumers make mistakes when facing complex purchasing decision problems but if at least so...
Abstract Firms can exploit consumers' mistakes when facing complex purchasing decision problems but ...
We propose that consumer preferences are often systematically influenced by preference fluency, i.e....
International audienceTwo randomly sampled groups of subjects were endowed with real budgets and pla...
AbstractThere is an extensive and growing literature on the design and use of stated choice experime...
<p>Abstract copyright data collection owner.</p>These data were generated by the experiment reported...
This research examines an empirical paradox documented by prior research: when choosing among assort...
Gaudeul and Sugden have hypothesized that, when some but not all competing products are priced in a ...
Choice experiments are frequently used by industry and academic researchers to examine existing and ...
textabstractThis study investigates the impact of choice complexity on consumer utility and choice. ...
Preference are not static, and individuals make relative comparisons between the alternatives availa...
<p>Abstract copyright data collection owner.</p>Data are collected by means of an economic experimen...
Many firms rely on choice experiment-based models to evaluate future marketing actions under various...
The complexity of a decision environment is determined by a number of factors. These factors include...
Choice experiments are often used to determine consumers’ preferences and willingness to pay for pro...