Showing papers by "James R. Bettman published in 1998"

Constructive Consumer Choice Processes

Abstract: Consumer decision making has been a focal interest in consumer research, and consideration of current marketplace trends (e.g., technological change, an information explosion) indicates that this topic will continue to be critically important. We argue that consumer choice is inherently constructive. Due to limited processing capacity, consumers often do not have well-defined existing preferences, but construct them using a variety of strategies contingent on task demands. After describing constructive choice, consumer decision tasks, and decision strategies, we provide an integrative framework for understanding constructive choice, review evidence for constructive consumer choice in light of that framework, and identify knowledge gaps that suggest opportunities for additional research.

Behavioral Decision Research: An Overview

Abstract: Publisher Summary Behavioral Decision Research (BDR) aims to elaborate the aspects of judgment and choice behavior along with a good understanding of psychology which helps in improving the decision making behavior of an individual. The field of behavioral decision research is vast and this chapter provides a comprehensive overview of the subject. While forming ideas and beliefs about actions that are not certain, multiattribute preferences, taking calculated risks while making a final decision, as well as a structured decision making process, help integrate the discussion on BDR. Difficulties in decision making, aspects of rationality and decision making strategies based on multinominal logit model, and many other probabilistic choice models unravel the complicacies of the entire decision making process. The effect of emotions on decision making by making the problem more complex is also given importance in this chapter. In the field of BDR, understanding decision processing requires sophisticated tools and with the help of these, both cognitive and emotional influences on the decision making process can be analyzed. Better understanding of the decision making process of individuals has been greatly facilitated by recent advances in BDR.