The role of response modes in consumer judgment and choice
Abstract/Contents
- Abstract
- Marketing research has predominantly focused on how and what consumers choose. However, most options considered by consumers are rejected (i.e., not chosen); yet, the study of how consumers make rejections has not received much attention. While choosing a good option and rejecting a bad option had long been regarded as nominally the same decision, a growing body of research has uncovered that these two response modes differ in their psychological processes and behavioral consequences. Recognizing this discrepancy between choice and rejection, my dissertation explores the impact of response modes on product evaluations and decisions, with a focus on contexts in which consumers make rejections.
Description
| Type of resource | text |
|---|---|
| Form | electronic resource; remote; computer; online resource |
| Extent | 1 online resource. |
| Place | California |
| Place | [Stanford, California] |
| Publisher | [Stanford University] |
| Copyright date | 2022; ©2022 |
| Publication date | 2022; 2022 |
| Issuance | monographic |
| Language | English |
Creators/Contributors
| Author | Park, Jen Heewon |
|---|---|
| Degree supervisor | Simonson, Itamar |
| Thesis advisor | Simonson, Itamar |
| Thesis advisor | Huang, Szu-chi |
| Thesis advisor | Levav, Jonathan, 1975- |
| Degree committee member | Huang, Szu-chi |
| Degree committee member | Levav, Jonathan, 1975- |
| Associated with | Stanford University, Graduate School of Business |
Subjects
| Genre | Theses |
|---|---|
| Genre | Text |
Bibliographic information
| Statement of responsibility | Jen Heewon Park. |
|---|---|
| Note | Submitted to the Graduate School of Business. |
| Thesis | Thesis Ph.D. Stanford University 2022. |
| Location | https://purl.stanford.edu/pk878xs5144 |
Access conditions
- Copyright
- © 2022 by Jen Heewon Park
- License
- This work is licensed under a Creative Commons Attribution Non Commercial 3.0 Unported license (CC BY-NC).
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