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Szekvenciális fogyasztói termékválasztás döntési kontinuuma
[The decision-making continuum of sequential consumer-product choices]

Author

Listed:
  • Tarján, Tamás
  • Veres, Zoltán

Abstract

A cikk a termékválasztási döntést egy kontinuumon elhelyezve modellezi. A kontinuum egyik végpontja azt a tudatos fogyasztót képviseli, aki teljes mértékben kontrollálja a döntését, a másik végpontja pedig azt a fogyasztót, aki minden megfontolás nélkül, teljesen véletlenszerűen hozza meg döntését. A döntési intervallum anélkül képes a sokattribútumos döntés modellezésére, hogy megkülönböztetné a tényezőknek a két végpont között elfoglalt pozícióra gyakorolt hatását. A kutatás célja az volt, hogy azonosítsuk a döntési intervallumon a tipikus termékválasztási magatartás pozícióját. Nagymintás kísérletekben olyan szekvenciális döntéseket figyeltünk meg, amelyek különböző attribútumváltozatok páros összehasonlítása alapján születtek meg. Az eredmények alapján a szekvenciális fogyasztói döntések átlaga a teljesen kontrollált és a teljesen random végpontok között helyezkedik el, az előbbihez közelebb. Emellett bizonyítjuk, hogy a termék komplexi tás erősíti a választás véletlen jellegét.* Journal of Economic Literature (JEL) kód: C91, D91, M31.

Suggested Citation

  • Tarján, Tamás & Veres, Zoltán, 2018. "Szekvenciális fogyasztói termékválasztás döntési kontinuuma [The decision-making continuum of sequential consumer-product choices]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(5), pages 525-550.
    • Handle: RePEc:ksa:szemle:1772
    DOI: 10.18414/KSZ.2018.5.525
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    References listed on IDEAS

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    More about this item

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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