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Table of contents
1. Tunnel Vision: Local Behavioral Influences on Consumer Decisions in Product Search............................. 1
Bibliography...................................................................................................................................................... 3

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Document 1 of 1

Tunnel Vision: Local Behavioral Influences on Consumer Decisions in Product Search


Author: Hubl, Gerald; Dellaert, Benedict G C; Donkers, Bas
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Abstract: We introduce and test a behavioral model of consumer product search that extends a baseline
normative model of sequential search by incorporating nonnormative influences that are local in the sense that
they reflect consumers' undue sensitivity to recently encountered alternatives. We propose two types of such
local behavioral influences that, at each stage of a search process, can manifest themselves both in which of
the products inspected up to that point is deemed to be the most preferred one (the product comparison
decision) and whether to terminate the search at that stage (the stopping decision). The first of these influences
is that consumers respond excessively to the attractiveness of the currently inspected product, at the expense
of all others ("focalism"). The second proposed behavioral influence is that consumers overreact to the
difference in attractiveness between the current product and the one encountered just prior to it ("local
contrast"). Converging evidence from two experiments, which combine to guarantee both high internal and high
external validity, provides support for the proposed behavioral influences. Our findings demonstrate that
consumers' product comparison and stopping decisions in sequential product search are jointly governed by
normative principles and by the proposed local behavioral influences. [PUBLICATION ABSTRACT]
Subject: Product choice; Behavioral decision theory; Studies; Decision making;
Classification: 7100: Market research; 9130: Experiment/theoretical treatment; 2600: Management
science/operations research
Publication title: Marketing Science
Volume: 29
Issue: 3
Pages: 438-455,580-582
Number of pages: 21
Publication year: 2010
Publication date: May/Jun 2010
Year: 2010
Publisher: Institute for Operations Research and the Management Sciences
Place of publication: Linthicum
Country of publication: United States
Publication subject: Business And Economics--Marketing And Purchasing
ISSN: 07322399
CODEN: MARSE5
Source type: Scholarly Journals
Language of publication: English
Document type: Feature

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Document feature: Equations Tables References


ProQuest document ID: 521699556
Document URL: http://search.proquest.com/docview/521699556?accountid=61315
Copyright: Copyright Institute for Operations Research and the Management Sciences May/Jun 2010
Last updated: 2014-05-19
Database: ProQuest Psychology Journals

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Bibliography
Citation style: Harvard - British Standard
GERALD HUBL, BENEDICT, G.C.D. and DONKERS, B., 2010. Tunnel Vision: Local Behavioral Influences on
Consumer Decisions in Product Search. Marketing Science, 29(3), pp. 438-455,580-582.

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