Consumer choice in context: a qualitative meta-analysis and six experiments on the context dependency of consumer preferences
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| Format: | Thesis Book |
| Language: | English |
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2015
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| Online Access: | Inhaltsverzeichnis |
| Physical Description: | VII, 193 S. Ill., graph. Darst. 30 cm |
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| adam_text | Titel: Consumer choice in context
Autor: Lichters, Marcel
Jahr: 2015
Table of Contents
List of Figures..................................I
List of Tables...............................................II
List of Abbreviations...........................................III
Structure of this thesis......................................................IV
1. Consumers choice in context: Context effects, validity of past findings and a research
agenda.....................................................1
1.1. Chapter overview..................................................1
1.2. Introduction into Consumers choice in context and context effects..................................2
1.3. Generalizability and applicability of experimental consumer research findings................7
1.4. Important background factors and their impact on generalizability of experimental
context effect research...................................................................................................................11
1.4.1. Real economic consequences....................................................................................................11
1.4.2. Realistic and meaningful product presentation, attributes and attribute levels.........................13
1.4.3. The importance of a no-buy option...........................................................................................14
1.4.4. Correspondence of relevant sample characteristics with the extrapolation system...................14
1.4.5. The possibility for a sensory evaluation of alternatives prior to choice....................................16
1.4.6. Choice options that can be clearly encoded by participants......................................................17
1.4.7. Repeated choices per respondent...............................................................................................18
1.5. Consideration of relevant background factors in prior context effect research.................18
1.5.1. Method.......................................................................................................................................19
1.5.2. Results.......................................................................................................................................21
1.5.3. Additional findings....................................................................................................................24
1.6. A guideline for implementing context effect experiments................................................27
1.6.1. Introduction of economic consequences..............................................................................................................................28
1.6.2. Usage of real items / realistic product descriptions................................................................ 30
1.6.3. Finding a meaningful sample..........................................................................................................................................30
1.6.4. Implementation of sensory pre-choice evaluation..........................................................................................31
1.6.5. Inclusion of a no-buy option........................................................................................31
1.6.6. Inspection of subjects perception....................................................................................................................32
1.6.7. Avoidance of artificial learning processes..............................................................................................32
1.7. Summary and extracted implications from Chapter 1............................................................................33
2. Compromise effects in binding choices on consumer durables.......................36
2.1. Chapter overview.................... 36
2.2. Background..................36
2.3. Research goals and hypothesis development....................................................................38
2.4. Methods and materials.......................................................................................................41
2.4.1. Experimental design and stimuli...............................................................................................41
2.4.2. Experimental procedure.............................................................................................................44
2.5. Results...............................................................................................................................45
2.5.1. Preliminary analysis..................................................................................................................45
2.5.2. Analysis of the compromise effect............................................................................................47
2.5.3. The compromise effect in respect of durables vs. FMCG.........................................................48
2.6. Summary and extracted implications from Chapter 2.......................................................49
3. Attraction effects in binding choices on durables in contrast to hypothetical decisions
53
3.1. Chapter overview...............................................................................................................53
3.2. Background........................................................................................................................53
3.3. Research goals and hypothesis development....................................................................55
3.4. Methods and materials.......................................................................................................56
3.4.1. Experimental design and stimuli...............................................................................................56
3.4.2. Experimental procedure.............................................................................................................58
3.5. Results...............................................................................................................................58
3.5.1. Preliminary analysis..................................................................................................................58
3.5.2. Analysis of the attraction effect.................................................................................................59
3.5.3. Additional analysis....................................................................................................................61
3.6. Summary and extracted implications from Chapter 3.......................................................62
4. Serotonin deficiency in consumers susceptibility to the compromise effect and choice
deferral.........................................................................................................................................65
4.1. Chapter overview...............................................................................................................65
4.2. Background and research goals.........................................................................................66
4.3. Hypothesis development...................................................................................................68
4.4. Study 1: The effects of ATD on purchase rates and the compromise effect (within-
subjects)..................................................................71
4.4.1. Methods and materials.........................................................71
4.4.2. Results..................................................77
4.5. Study 2: The effects of ATD on purchase rates and the compromise effect (between-
subjects)...............................................81
4.5.1. Methods and materials................................................81
4.5.2. Results.......................................................................................................................................82
4.6. Study 3: The effects of ATD on purchase rates in situations without a compromise option
85
4.6.1. Methods and materials...............................................................................................................85
4.6.2. Results.......................................................................................................................................86
4.7. Summary and extracted implications from Chapter 4.......................................................87
5. Attraction and compromise effects in choice-based conjoint analysis...........................92
5.1. Chapter overview...............................................................................................................92
5.2. Background........................................................................................................................92
5.3. Research goals and hypothesis development....................................................................94
5.4. Methods and materials.......................................................................................................99
5.4.1. Experimental design and stimuli...............................................................................................99
5.4.2. Experimental procedure...........................................................................................................103
5.5. Results.............................................................................................................................104
5.5.1. Preliminary analyses................................................................................................................104
5.5.2. Analysis of decision patterns...................................................................................................105
5.6. Summary and extracted implications from Chapter 5.....................109
6. Discussion..........................................115
6.1. General summary of the main findings...........................................................................115
6.2. Implications, limitations, and future research avenues...................................................123
Appendix 1: Compromise effect for durables (Chapter 2)....................................................132
Appendix 2: Attraction effect in binding vs. hypothetical choices (Chapter 3)...................135
Appendix 3: Serotonin and consumer behavior (Chapter 4)................................................140
Appendix 4: Attraction and compromise effects in choice-based conjoint analysis (Chapter
5) 153
Declaration of Honor...................156
References...........................157
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| spelling | Lichters, Marcel 1983- Verfasser (DE-588)1073549844 aut Consumer choice in context a qualitative meta-analysis and six experiments on the context dependency of consumer preferences Marcel Lichters 2015 VII, 193 S. Ill., graph. Darst. 30 cm txt rdacontent n rdamedia nc rdacarrier Magdeburg, Univ., Diss., 2015 Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Präferenz (DE-588)4121501-1 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Verbraucherverhalten (DE-588)4062644-1 s Präferenz (DE-588)4121501-1 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028320904&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Lichters, Marcel 1983- Consumer choice in context a qualitative meta-analysis and six experiments on the context dependency of consumer preferences Verbraucherverhalten (DE-588)4062644-1 gnd Präferenz (DE-588)4121501-1 gnd |
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| title | Consumer choice in context a qualitative meta-analysis and six experiments on the context dependency of consumer preferences |
| title_auth | Consumer choice in context a qualitative meta-analysis and six experiments on the context dependency of consumer preferences |
| title_exact_search | Consumer choice in context a qualitative meta-analysis and six experiments on the context dependency of consumer preferences |
| title_full | Consumer choice in context a qualitative meta-analysis and six experiments on the context dependency of consumer preferences Marcel Lichters |
| title_fullStr | Consumer choice in context a qualitative meta-analysis and six experiments on the context dependency of consumer preferences Marcel Lichters |
| title_full_unstemmed | Consumer choice in context a qualitative meta-analysis and six experiments on the context dependency of consumer preferences Marcel Lichters |
| title_short | Consumer choice in context |
| title_sort | consumer choice in context a qualitative meta analysis and six experiments on the context dependency of consumer preferences |
| title_sub | a qualitative meta-analysis and six experiments on the context dependency of consumer preferences |
| topic | Verbraucherverhalten (DE-588)4062644-1 gnd Präferenz (DE-588)4121501-1 gnd |
| topic_facet | Verbraucherverhalten Präferenz Hochschulschrift |
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