IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v16y1989i3p289-99.html
   My bibliography  Save this article

Product-Level Choice: A Top-Down or Bottom-Up Process?

Author

Listed:
  • Park, C Whan
  • Smith, Daniel C

Abstract

Examination of the process by which consumers form decision criteria and subsequently evaluate and choose product-level alternatives when purchase goals are well defined indicates that decision criteria are formulated in a goal-driven, top-down fashion rather than a product-driven, bottom-up fashion. Evaluations of alternatives follows a within-product strategy, as opposed to a within-attribute strategy, and is characterized by less reliance on price information than reported in previous research. Even without a specific goal for product decisions, the formation and utilization of decision criteria did not follow the bottom-up process. Alternative explanations are offered for these contrasts along with implications for future research on product-level decisions. Copyright 1989 by the University of Chicago.

Suggested Citation

  • Park, C Whan & Smith, Daniel C, 1989. " Product-Level Choice: A Top-Down or Bottom-Up Process?," Journal of Consumer Research, Oxford University Press, vol. 16(3), pages 289-299, December.
  • Handle: RePEc:oup:jconrs:v:16:y:1989:i:3:p:289-99
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/209215
    Download Restriction: no

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Nicholas E. Piggott & Victor E. Wright, 1992. "From Consumer Choice Process To Aggregate Analysis: Marketing Insights For Models Of Meat Demand," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 36(3), pages 233-248, December.
    2. Silvana Taschek Hastreiter & Renato Zancan Marchetti, 2016. "Understanding the hierarchy of goals of the consumer is one of the issues that has guided the efforts of researchers in recent years. The objective of this study is to identify a hierarchy of goals th," Brazilian Business Review, Fucape Business School, vol. 13(1), pages 92-114, January.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:16:y:1989:i:3:p:289-99. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press) or (Christopher F. Baum). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.