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Reasons for Substantial Delay in Consumer Decision Making

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  • Greenleaf, Eric A
  • Lehmann, Donald R
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    Abstract

    This study proposes a typology of reasons why people substantially delay important consumer decisions. The delay reasons we study are drawn from delay typologies identified in other contexts as well as from the product diffusion literature. Two studies reported here examine why subjects delay consumer decisions. These support most of the reasons in the proposed typology, while some unanticipated delay reasons also emerge. We find that the delay reasons are related to the reasons consumers stop delaying, a process that we call delay closure, and are also related to the amount of time that consumers spend in different stages of the decision-making process. A final study supports a conceptual framework to classify these delay reasons based on the two dimensions of internal versus external locus of causation, and whether the purpose of delay is related to the decision or to unrelated activities. Copyright 1995 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 22 (1995)
    Issue (Month): 2 (September)
    Pages: 186-99

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    Handle: RePEc:ucp:jconrs:v:22:y:1995:i:2:p:186-99

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Mark Heitmann & Andreas Herrmann & Christian Kaiser, 2007. "The effect of product variety on purchase probability," Review of Managerial Science, Springer, vol. 1(2), pages 111-131, August.
    2. Morwitz, Vicki G. & Steckel, Joel H. & Gupta, Alok, 2007. "When do purchase intentions predict sales?," International Journal of Forecasting, Elsevier, vol. 23(3), pages 347-364.
    3. Zhao, Li & Tian, Peng & Xiangyong Li, 2012. "Dynamic pricing in the presence of consumer inertia," Omega, Elsevier, vol. 40(2), pages 137-148, April.
    4. Anja Lambrecht & Katja Seim & Catherine Tucker, 2007. "Stuck in the Adoption Funnel: The Effect of Delays in the Adoption Process on Ultimate Adoption," Working Papers 07-40, NET Institute, revised Oct 2007.
    5. Berger, Jonah & Draganska, Michaela & Simonson, Itamar, 2006. "The Influence of Product Variety on Brand Perception and Choice," Research Papers 1938, Stanford University, Graduate School of Business.
    6. Gerasimou, Georgios, 2012. "Asymmetric Dominance, Deferral and Status Quo Bias in a Theory of Choice with Incomplete Preferences," MPRA Paper 40097, University Library of Munich, Germany.
    7. Sooyeon Lee-Wingate & Kim Corfman, 2010. "A Little Something for Me and Maybe for You, Too: Promotions that Relieve Guilt," Marketing Letters, Springer, vol. 21(4), pages 385-395, December.
    8. Creyer, Elizabeth H. & Kozup, John C., 2003. "An examination of the relationships between coping styles, task-related affect, and the desire for decision assistance," Organizational Behavior and Human Decision Processes, Elsevier, vol. 90(1), pages 37-49, January.
    9. Anish Nagpal & Adwait Khare & Tilottama Chowdhury & Lauren Labrecque & Ameet Pandit, 2011. "The impact of the amount of available information on decision delay: The role of common features," Marketing Letters, Springer, vol. 22(4), pages 405-421, November.
    10. Anna Kowalska-Pyzalska & Katarzyna Maciejowska & Katarzyna Sznajd-Weron & Karol Suszczynski & Rafal Weron, 2013. "Turning green: Agent-based modeling of the adoption of dynamic electricity tariffs," HSC Research Reports HSC/13/10, Hugo Steinhaus Center, Wroclaw University of Technology.
    11. Shih-Chieh Chuang & Danny Tengti Kao & Yin-Hui Cheng & Chu-An Chou, 2012. "The effect of incomplete information on the compromise effect," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 7(2), pages 196-204, March.
    12. Georgios, Gerasimou, 2013. "A Behavioural Model of Choice in the Presence of Decision Conflict," SIRE Discussion Papers 2013-25, Scottish Institute for Research in Economics (SIRE).
    13. Darpy, Denis, 2000. "Consumer Procrastination and Purchase Delay," Economics Papers from University Paris Dauphine 123456789/4262, Paris Dauphine University.
    14. Kleijnen, Mirella & Lee, Nick & Wetzels, Martin, 2009. "An exploration of consumer resistance to innovation and its antecedents," Journal of Economic Psychology, Elsevier, vol. 30(3), pages 344-357, June.
    15. Darpy, Denis, 1997. "Une variable médiatrice du report d’achat : la procrastination," Economics Papers from University Paris Dauphine 123456789/4291, Paris Dauphine University.

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