Using Heuristics to Revisit Consumer Choice Processes through the Eyes of the Consumer
(English)Manuscript (preprint) (Other academic)
The purpose of the present study is to test Russo and Leclerc’s (1994) three-stage model and evaluate the influence that product familiarity and decision task have on the three stages of consumer choice process. Previous researchers have suggested that consumer choice is performed in a structured manner in a multiple-stage process. These stages are understood as sub-processes of a consumer choice process and consist of iterations of elimination and consideration within the consumer choice process. Russo and Leclerc (1994) identified three such stages – (1) orientation, (2) evaluation, and (3) verification – by studying variations of visual attention in the consumer choice for fast-moving consumer goods. We conducted three eye-tracking experiments with results that generally confirmed the staged consumer choice model suggested by Russo and Leclerc (1994). However, we identified differences in how the mean observation time varies over the three stages of the process. In contrast to the findings of Russo and Leclerc (1994), our results show that product familiarity influences the evaluation and verification stage of the consumer choice process as familiar products are attended longer then unfamiliar. The results show that the influence of product familiarity depends on the decision task, as familiarity has an influence on the consumer choice process when preference choice task is given, but not when a specific quality choice task is given to consumers. Additionally, the results of the experiments are interpreted in terms of heuristics to shed further light on the underlying cognitive processes of the consumer stage model. The results show that the influence of decision task and product familiarity is an effect of different decision heuristics employed during the choice process.
product packaging, point of purchase, consideration task, choice task, visual search, heuristic, heuristic decision making, brand familiarity, visual attention, fast and frugal, recognition heuristic, choice process, three-stage model, consumer choice process, decision-making process
Research subject Business Administration
IdentifiersURN: urn:nbn:se:kau:diva-25946OAI: oai:DiVA.org:kau-25946DiVA: diva2:600544