کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
5033748 1471421 2017 63 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
When and how to infer heuristic consideration set rules of consumers
ترجمه فارسی عنوان
زمان و چگونگی به دست آوردن اهداف اخلاقی بر اساس قواعد مصرف کنندگان تعیین می شود
کلمات کلیدی
استنتاج غیر اختصاصی، اندازه گیری ترجیحات، تجزیه و تحلیل مشترک، تحقیقات بازار، مقایسه روش، شبیه سازی،
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی
Many consumer markets are becoming increasingly complex. In particular, as variety of products and product features proliferate, choosing is becoming a time consuming task for consumers. In response, consumers apply simplifying screening heuristics. However, established choice-based conjoint methods are challenged when consumers follow such decision rules. In particular, individual-level estimates of hierarchical Bayesian techniques (CBC-HB) cannot fully account for all possible heuristics applied by consumers. This research conducts a comprehensive comparison of four different indirect approaches for eliciting decision heuristics. We simulate a sample of heterogeneous synthetic respondents and measure whether these methods are capable of (1) inferring decision heuristics correctly, (2) adequately predicting consideration sets, and (3) improving choice predictions compared to CBC-HB. Our results show that noncompensatory inference provides additional information on decision heuristics as well as consideration sets, which can be valuable for advertising purposes as well as competitive strategy. Methods for inferring heuristics should be selected based on the complexity of products and markets. Across all scenarios, there exists at least one method which significantly improves predictive accuracy of CBC-HB.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Research in Marketing - Volume 34, Issue 2, June 2017, Pages 516-535
نویسندگان
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