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Unstructured Direct Elicitation of Decision Rules

Ding, Min; Hauser, John; Dong, Songting; Dzyabura, Daria; Yang, Zhilin; Su, Chenting; Gaskin, Steven


The authors investigate the feasibility of unstructured direct elicitation (UDE) of decision rules consumers use to form consideration sets. They incorporate incentives into the tested formats that prompt respondents to state noncompensatory, compensatory, or mixed rules for agents who will select a product for the respondents. In a mobile phone study, two validation tasks prompt respondents to indicate which of 32 mobile phones they would consider from a fractional design of features and...[Show more]

CollectionsANU Research Publications
Date published: 2010
Type: Journal article
Source: Journal of Marketing Research
DOI: 10.1509/jmkr.48.1.116


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