Affiliation:
1. Graduate School of Business, Stanford University.
Abstract
Designing effective marketing programs requires forecasting the choice strategy a consumer will use in a given decision environment. Both simplifying and optimizing considerations may affect the strategy used. This study found individuals’ perceptions of different strategies as simplifiers and optimizers varied, with number of options being reviewed operating as a moderator.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
129 articles.
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