Consumer Choice in the Third World: A study of the welfare by Jeffrey James

By Jeffrey James

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The discussion that follows is based on Wright, op. , and Dettman, op. cit. 32. Though, as Dettman points out, supermarket shelves and advertisements are often organised by brand which encourages processing on this basis. See Dettman, op. cit. 33. In an experiment designed to test the relative difficulty of using compensatory, conjunctive and lexicographic rules Wright found, unexpectedly, that the conjunctive rule was viewed as at least as difficult to execute as a compensatory model (see Wright op.

Moreover, the producer shapes the information available to buyers not only in terms of advertising but also in terms of the speed with which new goods are introduced and old ones withdrawn. The more rapid is this process the more will existing information become obsolete and the more will new information be required. Many of these actions by the producer, however, will themselves be influenced by the nature of some elements of the consumer decision process. Firstly, the way in which buyers evaluate information from producers- the extent to which they believe advertising messages to be credible- will influence the form and intensity with which advertising is carried out.

19. Y. ), op. cit. 20. James R. Dettman, An Information Processing Theory of Consumer Choice (Addison-Wesley, 1979). 21. William L. Wilkie and Edgar A. Pessemier, 'Issues in Marketing's Use of Multi-Attribute Models', Journal of Marketing Research, vol. 10 (Nov. 1973). 22. Peter Wright, 'Consumer Choice Strategies: Simplifying vs. Optimizing', Journal of Marketing Research, vol. 12 (Feb. 1975). 23. For a detailed survey of the literature see Dettman, op. cit. 24. Engel, Blackwell and Kollat, op.

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