Examining consumer purchase judgment with multiple cue judgment: catching the slippery fish of cognitive process
2015 (English)In: 2015 Anzmac Conference: innovation and growth strategies in marketing / [ed] Ashish Sinha, Jack Cadeaux and Tania Bucic, Sydney, 2015Conference paper (Refereed)
In this paper the author argue for multiple-cue judgment to measure the cognitive process and consumer attitude at the same time with real time assessment. Previous studies in consumer behavior have focused on the outcome of a purchase rather than emphasizing the cognitive process behind the purchase. Further, the research of consumer behavior have used post-hoc measure to examine consumer attitudes, which could lead to data and interpretation biases. Multiple-cue judgment task experiments allow a more detailed description of which cognitive process consumer base their purchase decisions on and on the same time could indicate which kind of attitude the consumer has towards the object. The present proposal suggest that methods commonly used in consumer behavior research area are biased and could produce incorrect results of consumer thinking. Therefore, there is a need for an opening of new unbiased methods.
Place, publisher, year, edition, pages
Australasian Marketing Journal, ISSN 1441-3582
Economics and Business Psychology
Research subject Business Studies; Psychology
IdentifiersURN: urn:nbn:se:umu:diva-131719OAI: oai:DiVA.org:umu-131719DiVA: diva2:1075470
2015 Australian and New Zealand MArketing Academy (ANZMAC) Conference, Sydney, Australia, Nov 30 - Dec 2, 2015.