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The Customer Cannot Choose

Author

Listed:
  • Donkers, A.C.D.

Abstract

People can choose and they make many choices each and every day. However, most people are unaware of how strong their environment influences the choices they make. In his inaugural address, Bas Donkers highlights the impact of what people see (and what they don’t see), what people experience (and what they don’t experience), or more general, the impact of salient decision characteristics. Evidence will be provided in a number of applications that range from online consumer search behavior to physician prescription behavior. The lessons to be learned from this for marketers and policymakers are highlighted in the context of pension savings decisions and health state valuations.

Suggested Citation

  • Donkers, A.C.D., 2013. "The Customer Cannot Choose," ERIM Inaugural Address Series Research in Management EIA-2013-052-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam..
    • Handle: RePEc:ems:euriar:39716
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    More about this item

    Keywords

    QALY; behavioral decision theory; consumer behavior; context effects; decision making; economics; marketing; mental representation; salience effects;
    All these keywords.

    JEL classification:

    • D70 - Microeconomics - - Analysis of Collective Decision-Making - - - General
    • D8 - Microeconomics - - Information, Knowledge, and Uncertainty

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