Decision Making Processes in Risky and Non-Risky Consumer Product Selection

Abstract

Decision making in the domain of risk has traditionally been studied by examining gambling behavior. The control of outcome probabilities obtained in these paradigms masks much of the subjective nature of everyday risk decision choices, such as product selection and information search patterns. A study was undertaken to examine decision making processes in Risky and NonRisky consumer product decision tasks. Subjects completed two Information Display Board (IDB) decision tasks, one selecting a Risky consumer product (oral contraceptive) and one selecting a NonRisky consumer product (toothpaste). The results supported the hypotheses that consumers view the decisions to purchase risky and non-risky products differently and use different patterns of information acquisition in making decisions in the selection of these products. Few anticipated differences were found between Experienced and NonExperienced users of oral contraceptives in information acquisition. Implications for health care professionals providing oral contraceptive information to patients are discussed.