Search results

1 – 10 of over 84000
Article
Publication date: 28 October 2022

Nguyen T. Thai and Ulku Yuksel

This paper aims to find out what product features become salient when consumers are exposed to many market offerings, demonstrating how choice set size influences construal…

Abstract

Purpose

This paper aims to find out what product features become salient when consumers are exposed to many market offerings, demonstrating how choice set size influences construal mindset, which then affects the type of product consumers choose.

Design/methodology/approach

Experiment 1 provides preliminary evidence that being exposed to a large (vs small) choice set may drive people to focus more on the feasibility (i.e. a secondary feature) of a product and less on the desirability (i.e. a primary feature) when making a choice. Experiment 2 unveils the serial mediating roles of construal level and importance of price/design.

Findings

Consumers are more likely to select feasible (i.e. affordable) market offerings and not desirable (i.e. well-designed) ones when choosing from a large (vs small) choice set. This effect is serially mediated by mental construals and by the importance of price or design. Choosing from a large (vs small) choice set leads to low-level mental construals, which increase the importance of price (a feasibility attribute) while decreasing the importance of design (a desirability attribute), resulting in choice of feasible (affordable) market offerings over well-designed ones.

Research limitations/implications

Although consumers generally focus on the desirability of a choice or an action, choosing from large choice sets makes them focus more on the feasibility of market offerings because of low-level mental construals.

Practical implications

In today’s era of e-commerce, as consumers are exposed to too many product offerings, retailers should emphasize the feasibility of their market offerings (e.g. affordability) to increase the chance that consumers purchase their products. This research shows that people rely very much on product price to make selections when provided with a large choice set.

Originality/value

To the best of the authors’ knowledge, this research is the first to show that large choice sets make consumers choose affordable products over well-designed ones and introduces the serial mediation effect of construal level and importance of price/design. Accordingly, this research establishes that large choice sets activate low-level mental construals, which associate with a feasibility mindset that ultimately makes consumers choose an affordable product instead of a well-designed one. It adds to the literature on choice overload by showing that the importance of price overshadows the importance of design (aesthetics) when people are exposed to large choice sets.

Details

European Journal of Marketing, vol. 57 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 8 August 2018

Eugene Chan and Yitong Wang

Literature on choice has predominantly focused on selection decisions rather than rejection decisions. Research on rejection decisions has also only studied rejecting one option…

Abstract

Purpose

Literature on choice has predominantly focused on selection decisions rather than rejection decisions. Research on rejection decisions has also only studied rejecting one option from two alternatives. This research aims to study the differences in decision confidence and satisfaction in rejection decisions between choice sets of small and large sizes.

Design/methodology/approach

The authors conducted three behavioral experiments in which they first tested the overall effect (Experiment 1) and then found out whether regulatory focus (Experiment 2) and the attractiveness of options (Experiment 3) moderated it.

Findings

The authors observed that decision satisfaction increased when rejecting larger (vs smaller) choice sets. Decision confidence mediated it (Experiment 1). The effect was strongest when participants had a prevention focus (Experiment 2) and when they were rejecting relatively unattractive options (Experiment 3).

Research limitations/implications

This research expands the understanding of how individuals make rejection-based decisions and in particular how individuals make choices for one option out of many as in the selection-based choice overload literature.

Practical implications

The authors show how choice sets of varying sizes affect rejection decisions commonly faced by managers and consumers. This research provides implications for improving confidence and satisfaction, both of which are important elements of everyday decision-making, by suggesting that choice outcomes may differ depending on whether one is making a selection or a rejection decision and whether the choice set size is small or large.

Originality/value

This is the first study to examine rejection decisions with more than two alternatives. The findings complement the large body of work on the choice overload effect that focuses on selection decisions.

Details

European Journal of Marketing, vol. 52 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 June 1999

George K. Chacko

Gives an in depth view of the strategies pursued by the world’s leading chief executive officers in an attempt to provide guidance to new chief executives of today. Considers the…

9934

Abstract

Gives an in depth view of the strategies pursued by the world’s leading chief executive officers in an attempt to provide guidance to new chief executives of today. Considers the marketing strategies employed, together with the organizational structures used and looks at the universal concepts that can be applied to any product. Uses anecdotal evidence to formulate a number of theories which can be used to compare your company with the best in the world. Presents initial survival strategies and then looks at ways companies can broaden their boundaries through manipulation and choice. Covers a huge variety of case studies and examples together with a substantial question and answer section.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 11 no. 2/3
Type: Research Article
ISSN: 1355-5855

Keywords

Abstract

Details

Documents from the History of Economic Thought
Type: Book
ISBN: 978-0-7623-1423-2

Article
Publication date: 9 July 2019

Yan Yu, Ben Qianqian Liu, Jin-Xing Hao and Chuanqi Wang

Prior literature indicates conflicting effects of online product information, which may complicate or simplify consumer purchase decisions. Therefore, the purpose of this paper is…

Abstract

Purpose

Prior literature indicates conflicting effects of online product information, which may complicate or simplify consumer purchase decisions. Therefore, the purpose of this paper is to investigate how different online product information (i.e. the choice set size and the popularity information and its presentation) affect consumers’ decision making and the related market outcomes.

Design/methodology/approach

This research relies on information-processing theories and social learning theory. By stepwise conducting two 2×2 within-subject factorial design experiments, this research examines the effects of the choice set size, product popularity information and product presentation on consumers’ decision making and the aggregated market outcomes.

Findings

The results show that product popularity information led consumers to either simplify or complicate their decision strategy, depending on the size of the choice sets. Additionally, presenting products by their popularity in descending order resulted in consumers making decisions with a larger decision bias. The results also show that the presence of product popularity was more likely to forge a “superstar” structure in a large market.

Practical implications

The research suggests that e-retailers and e-marketplace operators should carefully utilize product popularity information. Multiple mechanisms that shape different shopping environments with different orders are necessary to create a long-tailed market structure.

Originality/value

This study found the mixed effects of product popularity information when it is presented in different environments (i.e. the large/small choice set and the sorted/randomized product presentation). The overuse of popularity information may induce consumers’ decision bias.

Details

Internet Research, vol. 30 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 1 June 2002

George K. Chacko

Develops an original 12‐step management of technology protocol and applies it to 51 applications which range from Du Pont’s failure in Nylon to the Single Online Trade Exchange…

3656

Abstract

Develops an original 12‐step management of technology protocol and applies it to 51 applications which range from Du Pont’s failure in Nylon to the Single Online Trade Exchange for Auto Parts procurement by GM, Ford, Daimler‐Chrysler and Renault‐Nissan. Provides many case studies with regards to the adoption of technology and describes seven chief technology officer characteristics. Discusses common errors when companies invest in technology and considers the probabilities of success. Provides 175 questions and answers to reinforce the concepts introduced. States that this substantial journal is aimed primarily at the present and potential chief technology officer to assist their survival and success in national and international markets.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 14 no. 2/3
Type: Research Article
ISSN: 1355-5855

Keywords

Book part
Publication date: 25 July 2017

Nguyen T. Thai and Ulku Yuksel

The choice overload (CO) phenomenon, whereby having many options leads to negative consequences, has been studied widely in psychology and marketing. However, empirical evidence…

Abstract

The choice overload (CO) phenomenon, whereby having many options leads to negative consequences, has been studied widely in psychology and marketing. However, empirical evidence of CO in the tourism context is limited, even though people often encounter numerous choices (e.g., vacation destinations, airfares, hotels, tours) at different stages when planning their holidays. Investigating CO in tourism and hospitality is important because (online) travel advisors are providing tourists with numerous choices, yet they do not know whether or not these decision makers are content after choosing from these large choice sets. This chapter proposes to review and apply insights garnered from the CO literature to tourism research. Accordingly, the chapter proposes five groups of solutions for tourists and travel advisors to avoid CO effects: reducing decision task difficulty, reducing choice-set complexity, reducing preference uncertainty, focusing on decision goals rather than the means to achieve those goals, and adopting appropriate decision-making styles.

Details

Consumer Behavior in Tourism and Hospitality Research
Type: Book
ISBN: 978-1-78714-690-7

Keywords

Article
Publication date: 1 April 2003

Georgios I. Zekos

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some…

87002

Abstract

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

Details

Managerial Law, vol. 45 no. 1/2
Type: Research Article
ISSN: 0309-0558

Keywords

Abstract

Details

Global Perspectives on Educational Testing: Examining Fairness, High-Stakes and Policy Reform
Type: Book
ISBN: 978-1-78635-434-1

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

1 – 10 of over 84000