The Impact of a Two-Step Choice Process on Trade-Off Decisions
Abstract
Trade-offs between attributes are common when making product choices. Prior research suggests that consumers tend to avoid the extremes and opt for the middle options when they make a trade-off decision between two key product attributes (e.g., tastiness and healthiness of food items) in one step. In this research, we examine how consumers make such trade-off decisions in a two-step choice process in which consumers first choose between product...
Paper Details
Title
The Impact of a Two-Step Choice Process on Trade-Off Decisions
Published Date
Mar 30, 2021
Journal
Volume
48
Issue
3
Pages
415 - 427
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History