Identifying decision strategies in a consumer choice situation
In two studies on mobile phone purchase decisions, we investigated consumers’ decision strategies with a newly developed process tracing tool called InterActive Process Tracing (IAPT). This tool is a combination of several process tracing techniques (Active Information Search, Mouselab, and retrospe...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Cambridge University Press
2008-12-01
|
| Series: | Judgment and Decision Making |
| Subjects: | |
| Online Access: | https://www.cambridge.org/core/product/identifier/S1930297500001595/type/journal_article |
| _version_ | 1797695981506002944 |
|---|---|
| author | Nils Reisen Ulrich Hoffrage Fred W. Mast |
| author_facet | Nils Reisen Ulrich Hoffrage Fred W. Mast |
| author_sort | Nils Reisen |
| collection | DOAJ |
| description | In two studies on mobile phone purchase decisions, we investigated consumers’ decision strategies with a newly developed process tracing tool called InterActive Process Tracing (IAPT). This tool is a combination of several process tracing techniques (Active Information Search, Mouselab, and retrospective verbal protocol). After repeatedly choosing one of four mobile phones, participants formalized their strategy so that it could be used to make choices for them. The choices made by the identified strategies correctly predicted the observed choices in 73% (Experiment 1) and 67% (Experiment 2) of the cases. Moreover, in Experiment 2 we directly compared Mouselab and eye tracking with respect to their impact on information search and strategy description. We found only minor differences between these two methods. We conclude that IAPT is a useful research tool to identify choice strategies, and that using eye tracking technology did not increase its validity beyond that gained with Mouselab. |
| first_indexed | 2024-03-12T03:20:04Z |
| format | Article |
| id | doaj.art-4e28d36716284f109e1c79cbe6210a51 |
| institution | Directory Open Access Journal |
| issn | 1930-2975 |
| language | English |
| last_indexed | 2024-03-12T03:20:04Z |
| publishDate | 2008-12-01 |
| publisher | Cambridge University Press |
| record_format | Article |
| series | Judgment and Decision Making |
| spelling | doaj.art-4e28d36716284f109e1c79cbe6210a512023-09-03T14:02:37ZengCambridge University PressJudgment and Decision Making1930-29752008-12-01364165810.1017/S1930297500001595Identifying decision strategies in a consumer choice situationNils Reisen0Ulrich Hoffrage1Fred W. Mast2Faculty of Business and Economics, University of Lausanne Institute of Psychology, University of LausanneFaculty of Business and Economics, University of LausanneInstitute of Psychology, University of LausanneIn two studies on mobile phone purchase decisions, we investigated consumers’ decision strategies with a newly developed process tracing tool called InterActive Process Tracing (IAPT). This tool is a combination of several process tracing techniques (Active Information Search, Mouselab, and retrospective verbal protocol). After repeatedly choosing one of four mobile phones, participants formalized their strategy so that it could be used to make choices for them. The choices made by the identified strategies correctly predicted the observed choices in 73% (Experiment 1) and 67% (Experiment 2) of the cases. Moreover, in Experiment 2 we directly compared Mouselab and eye tracking with respect to their impact on information search and strategy description. We found only minor differences between these two methods. We conclude that IAPT is a useful research tool to identify choice strategies, and that using eye tracking technology did not increase its validity beyond that gained with Mouselab.https://www.cambridge.org/core/product/identifier/S1930297500001595/type/journal_articledecision strategiesprocess tracingverbal protocolsdecision makingeye trackingMouselab |
| spellingShingle | Nils Reisen Ulrich Hoffrage Fred W. Mast Identifying decision strategies in a consumer choice situation Judgment and Decision Making decision strategies process tracing verbal protocols decision making eye tracking Mouselab |
| title | Identifying decision strategies in a consumer choice situation |
| title_full | Identifying decision strategies in a consumer choice situation |
| title_fullStr | Identifying decision strategies in a consumer choice situation |
| title_full_unstemmed | Identifying decision strategies in a consumer choice situation |
| title_short | Identifying decision strategies in a consumer choice situation |
| title_sort | identifying decision strategies in a consumer choice situation |
| topic | decision strategies process tracing verbal protocols decision making eye tracking Mouselab |
| url | https://www.cambridge.org/core/product/identifier/S1930297500001595/type/journal_article |
| work_keys_str_mv | AT nilsreisen identifyingdecisionstrategiesinaconsumerchoicesituation AT ulrichhoffrage identifyingdecisionstrategiesinaconsumerchoicesituation AT fredwmast identifyingdecisionstrategiesinaconsumerchoicesituation |