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Related Experiment Videos

Using the Internet to investigate consumer choice spaces.

Janis J Crow1, James Shanteau, John D Casey

  • 1Department of Marketing, Kansas State University, Manhattan, Kansas 66506, USA. jcrow@ksu.edu

Behavior Research Methods, Instruments, & Computers : a Journal of the Psychonomic Society, Inc
|July 2, 2003
PubMed
Summary

Consumers can create their own product spaces to make choices. This study introduces a new method for understanding consumer decision-making by allowing participants to define their product options, showing willingness and ability in this novel approach.

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Area of Science:

  • Consumer Behavior and Marketing Science
  • Decision-Making Processes

Background:

  • Traditional consumer choice research uses researcher-defined attribute matrices.
  • This limits the exploration of how consumers construct their own product spaces.

Purpose of the Study:

  • To propose and evaluate an alternative methodology for studying consumer choice.
  • To investigate consumer decision-making when individuals create their own product option spaces.

Main Methods:

  • Development of a Web-based program for data collection.
  • Methodology focused on participants customizing three distinct products.
  • Analysis of choice processes within self-generated product spaces.

Main Results:

  • Empirical evidence shows consumers are capable of making choices within self-created product spaces.

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  • Consumers demonstrate willingness to engage with personalized product options.

    • Conclusions:

    • The proposed methodology offers a novel approach to understanding consumer choice.
    • This research opens new avenues for exploring the dynamics of consumer decision-making.