A Protocol Analysis of Brand Choice Strategies Involving Recommendations | Zendy

Dennis L. Rosen | Zendy; Richard W. Olshavsky | Zendy

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A Protocol Analysis of Brand Choice Strategies Involving Recommendations

Author(s) -

Dennis L. Rosen,

Richard W. Olshavsky

Publication year - 1987

Publication title -

journal of consumer research

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 8.916

H-Index - 179

eISSN - 1537-5277

pISSN - 0093-5301

DOI - 10.1086/209126

Subject(s) - product (mathematics) , set (abstract data type) , decision process , protocol (science) , value (mathematics) , computer science , process (computing) , decision analysis , advertising , marketing , psychology , business , process management , machine learning , mathematics , statistics , medicine , geometry , alternative medicine , pathology , programming language , operating system

Subjects completed a purchase decision under a computer-controlled laboratorysimulation that enabled acquisition of both attribute-value and recommendation informationfrom five sources. Analysis of subjects' acquisitions and recorded statementsduring the decision process offered support for the existence of unique decisionstrategies for situations involving availability of both kinds of information.Based on the manner in which recommendation information was used, these strategieswere subdivided into (1) a recommendation-forms-evoked-set (RFES) for consideration,and (2) a recommendation-forms-standard (RFS) for comparison to otherbrand alternatives. Differences in strategy use between two product categorieswere explored.

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