THE IMPACT OF CHOICE PHASE AND TASK COMPLEXITY ON CONSUMER DECISION-MAKING

This research examines the impact of choice phase and various dimensions of task complexity on choice heuristics. Choice phase was operationalized as quartiles of an individual's decision process. Choice heuristics were determined by examination of subjects' decision protocols. These protocols were coded in an objective, descriptive manner, and choice heuristics were determined by examination of code groupings that were established based on the internal logic of the code scheme used. It was found that more single attribute, across-brand elimination of alternatives occurred in the early phases of a choice, while later choice phases displayed more within-brand, multiple-attribute, and overall brand evaluation. Of the various dimensions of complexity examined, the number of brands had the greatest impact on decision making in that it intensified the early elimination/attribute and later detailed evaluation/brand pattern. © 1990.