A purchase decision support model considering consumer personalization about aspirations and risk attitudes

Ranking alternative products to help consumers make better purchase choices is a valuable research topic. Most previous decision support models cannot be well applied to heterogeneous consumers. This paper focuses on establishing a personalized interactive model to assist consumers make better buying decisions with less effort. For the alternative products provided by consumers, we collect online reviews and parameter configurations of alternative products and then obtain the fusing evaluative information. As consumers are dominated by bounded rationality, they only provide partially key attribute weights, based on which, we construct an optimizing model to obtain the optimal attribute weights of customers for products. Then, a satisfaction function is proposed by uniting aspiration levels and risk attitudes of consumers and a compensatory decision rules is established to rank and recommend the brands to consumers. Finally, practicability of this study is illustrated with a real car purchase case. Through the case study, it can be seen that the proposed decision support model generates a personalized list of alternatives based on consumer's own utility function about risk attitudes, aspiration levels, and preferences for product attributes, which further confirms that the proposed model can capture the personalized needs of consumers. Theoretical and managerial implications of this model as well as advantages are further illustrated.     

Managerial Decision-Making on Moral Issues and the Effects of Teaching Ethics

This study uses judgment and decision-making (JDM) perspective with the help of framing and schema literature from cognitive psychology to evaluate how managers behave when problems with unethical overtones are presented to them in a managerial frame rather than an ethical frame. In the proposed managerial model, moral judgment of the situation is one of the inputs to managerial judgment, among several other inputs regarding costs and benefits of various alternatives. Managerial judgment results in managerial intent leading to managerial action. The model and the effects of taking an ethics course on ethical and managerial judgment and managerial intent were then indirectly tested in this study, wherein subjects judged the ethical wrongness, managerial badness, and the managerial intent regarding decisions made in a case. Forty-nine MBA students analyzed a case involving budget-based bonuses and production, in which the ethical issue evolved over three stages. It appears from the Path-analysis results that managerial judgment mediated between moral judgment and the judgment of managerial intent as suggested by the proposed model, and that taking an ethics course directly affected managerial judgment but did not affect the moral judgment. Additionally, in the first stage of decision-making (early stage of a developing “ethical slippery slope”), moral judgment did not significantly influence managerial judgment. However, students with ethics course still were more inclined to judge the decision as managerially bad as compared to others, indicating that they were more aware or sensitive to the moral issues involved.     

Effects of cognitive age,dispositional time perceptions,and time view manipulations on product attribute evaluations

Researchers manipulate time perceptions in experiments, but the efficacy of such manipulations demands further scrutiny. Two studies test the effects of dispositional time views and time view manipulations on product attribute evaluations, as well as the interaction between cognitive age and manipulated time perceptions and that between dispositional and manipulated time perceptions. The results suggest that time manipulation drives and predicts consumer product evaluations. In addition, cognitive age interacts with time manipulation as a meaningful moderator/predictor, and dispositional time view interacts with time manipulation to influence consumer evaluations. An incongruency effect (i.e., a time manipulation condition that differs from consumers' time perceptions) occurs for hedonic attribute evaluations but not for utilitarian attribute evaluations. The research offers several managerial implications of these findings.     

Comment: A conceptual framework for studying the interaction of demand, supply and the market environment in product line optimization

This paper examines the work of Michalek et al. (2011) and Tsafarakis, Marinakis and Matsatsinis (2011), published in this issue of the International Journal of Research in Marketing, within a strategic framework. This framework allows a consideration of how the powerful tools that the two papers propose can be harnessed within the overall direction and activity of the firm.On reviewing these two papers, one could concentrate on the algorithms and heuristics that make the complex problem of product line optimization tractable. Such an analysis would be valuable. Instead I concentrate on the strategic environment in which the optimization decision takes place to allow a consideration of applications and extensions within a managerial context. I do that by suggesting a framework for product line decisions after a brief overview of both articles. That enables me to examine managerial issues that arise in implementing such an approach in practice, many of which are addressed in the two papers. For those issues not addressed in the papers, I propose a set of research questions which would be valuable to managers.     

Manipulation in Conditional Decision Markets

Conditional decision markets concurrently predict the future and decide on it. These markets price the impact of decisions, conditional on them being executed. After the markets close, a principal decides which decisions are executed based on the prices in the markets. As some decisions are not executed, the respective outcome cannot be observed, and the markets predicting the impact of non-executed decisions are void. This allows ex-post costless manipulation of such markets. We conduct two versions of an online experiment to explore scenarios in which a principal runs conditional decision markets to inform her choice among a set of a risky alternatives. We find that the level of manipulation depends on the simplicity of the market setting. When a trader is alone, has the power to move prices far enough, and the decision is deterministically tied to market prices or a very high correlation between prices and decision is implied, only then manipulation occurs. As soon as another trader is present to add risk to manipulation, manipulation is eliminated. Our results contrast theoretical work on conditional decision markets in two ways: First, our results suggest that manipulation may not be as meaningful an issue. Second, probabilistic decision rules are used to add risk to manipulation; when manipulation is not a meaningful issue, deterministic decisions provide the better decision with less noise. To the best of our knowledge, this is the first experimental analysis isolating the effects of the conditional nature of decision markets.     

The Use of Ranking Veto Concept to Mitigate the Compensatory Effects of Additive Aggregation in Group Decisions on a Water Utility Automation Investment

The use of additive models for aggregating group decisions implies they have a compensatory effect in the process of aggregating all decision makers’ (DMs’) preferences. In this kind of model, the final result may produce some extremely undesirable alternatives for one or more DMs. Such alternatives may emerge with a higher ranking than desirable ones, thus generating conflicts and regrets. To overcome this problem the concept of ranking veto is introduced based on a reduction factor combined with the utility of the alternative in order to penalize conflicting alternatives and reduce disagreements in an additive model. A water utility problem was considered as a numerical application to illustrate the model. A decision group method based on MAUT, utility thresholds and a reduction factor is proposed to support group decision in selecting regions that will receive investments in automation over the next 4 years.     

Consumer Decision Making Regarding a “Green” Everyday Product

One of the techniques marketers use to convert low‐involvement products into high‐involvement ones is adding an important product feature. A case in point is the common practice of adding a “green” or environmentally friendly product feature to an everyday product, something which is often assumed to elevate consumer involvement in the choice of the product. However, there is a lack of research investigating whether adding such a “green” product attribute actually makes any difference to how consumers make choices. Does the way in which consumers make decisions about groceries change when both “green” and conventional alternatives are available? Does it make them deliberate more or do they just develop another, simple choice heuristic? Based on observation and follow‐up interviews of consumers at the milk counter in two supermarkets which stock both organic (a “green” attribute) and conventional milk, it is concluded that, rather than changing the way consumers make decisions when buying this type of product, the availability of a “green” alternative seems to make “green” consumers develop a new, simple choice heuristic that allows them to do their shopping as effortless and time‐efficient as consumers buying conventional products.     

When does an ethical attribute matter for product evaluation? The role of warm-glow feelings for low-rated products

Research on the effects of ethical attributes has recently gained traction. However, limited research has addressed consumer response to ethical attributes in the current context where product ratings have become of primary importance to make decisions. Specifically, this study examines the relative effect of ethical attributes on product evaluations across different product ratings. Building on cue consistency theory and the negativity bias, we suggest that ethical attributes gain weight when consumers evaluate a low-rated product. This process leads consumers to anticipate more warm-glow feelings, generating better evaluations for such low-rated products featuring an ethical attribute (vs. another type of attribute). Two experiments provide consistent empirical support for this prediction, and demonstrate that, compared to other attributes or no attribute, an ethical attribute increases product evaluations to a larger extent when the product received low (vs. higher) ratings. We show that this effect occurs because of warm-glow feelings: when product ratings are low, consumers anticipate more warm-glow feelings from purchasing a product with an ethical attribute (vs. another type of attribute), leading to better product evaluations. These findings have direct managerial and ethical implications for practitioners.     

An empirical and ethical analysis of factors motivating managers' merger decisions

This paper examines the role of managerial self-interest in the merger market. It looks at factors influencing managers' merger decisions by analyzing managerial expense preference factors on cross-sectional data employing non-parametric statistical methods. The same factors are examined for acquiring, acquired, and merging firms, and control groups used in each case. The results support the authors' contention that managerial discretion is a significant motivating factor for mergers. The changes in expense preference factors indicate management decisions which provide conditions allowing management to indulge in management preferred expenditures, while reducing risk to their career. The authors then provide a moral/philosophic framework of ethical analysis for examining manager's merger decisions, using teleological and deontological theories. They conclude that merger decisions motivated or influenced by self-interest are unethical and, in the process, provide managers facing a merger decision with a framework for making an ethical decision.Dr. Francis Achampong is a Professor of Business Law and Insurance at Norfolk State University, in Norfolk, Virginia. He is licensed to practice law in New York and Virginia. He has published in journals such as theJournal of Risk and Insurance, theInternational and Comparative Law Quarterly, Dickinson Law Review, and theAkron Law Review.Dr. Wold Zemedkun is an Associate Professor of Finance at Norfolk State University, In Norfolk, Virginia. He has published in journals such as theJournal of Business Strategies, theAkron Business and Economic Review,, theJournal of Financial Education, and theAtlantic Economic Journal.     

Different strokes for different folks: A method to accommodate decision -making heterogeneity

Consumer decision making is complex and no single perspective offers a complete theory of consumer decision making. While the research community acknowledges that there is heterogeneity, homogenous choice models dominate consumer decision research. This paper provides insights from one method that was designed to accommodate decision -making heterogeneity. Computer process tracing methods can be used to observe different consumer decisions in one product category to understand what and how people choose. More than two-hundred and fifty decisions were observed in this research. Consumers were asked to select one of nine air conditioner alternatives described with six salient attributes. The research findings clearly reveal consumer differences. Specifically, the attributes and decision types used differed resulting in different product choices. This paper reveals how methods that accommodate decision -making heterogeneity can be used by retailers to inform product ranging decisions for categories.     

Observation of a strategic household purchase decision

The present paper focuses on strategic household purchase decisions; i.e., major, complex buying decisions with long-term bindings of economic resources. An in-depth study of house buying in two-career households demonstrated preferences (goals) to be ambiguous, and consequences to be modestly understood and partly uncovered after the purchase. Only a few alternatives were considered, and they were from different broad need-satisfying categories such as purchase of apartment or house, or renting. No direct comparisons of alternatives were observed to take place. The purchase decisions were based on few, very crude decision criteria working as guidelines for judging whether or not the alternatives considered were acceptable, while the final choice seemingly was made according to an affect-referral decision rule.     

Making customer relationship decisions: Analytics v rules of thumb

This article explores how customer management decisions are made in the leading Nordic retail banks and whether these decisions are driven by mainstream analytical approaches to customer lifetime value available through the banks' CRM systems, or by rule of thumb heuristics. The results indicate that the use of managerial heuristics is surprisingly widespread and, counter-intuitively, that rule of thumb heuristic-based decision making frequently outweighs measures such as customer lifetime value with regard to customer management decisions. The implications are considerable because if successful banks are making widespread use of heuristics, managers and academics would benefit from understanding the conditions under which heuristic decision making can be more successful than an analytic approach. This understanding, in turn, may highlight a limitation of CRM systems and point to a more flexible approach to customer management decisions in which experience-based managerial heuristics modify data from formal CRM systems.     

Quality Dimensions in E-Commerce Software Tools: An Empirical Analysis of North American and Japanese Markets

Are customers in different countries alike in their preferences for similar software products? In this article, we examine the relative importance of 5 dimensions of product quality across customers from North America and Japan. Based on data collected from over 400 customers of a representative sample of electronic- (e-) commerce software products, we tested the relative importance of these quality dimensions for differences across samples from North America and Japan. We use Bayesian analysis for analyzing the average influence of each attribute on the overall customer satisfaction as well as the variability of each attribute across the two samples. Our findings indicate that the importance of quality attributes is significantly different in North American and Japanese samples. We find that although usability dominates other attributes in North American data, Japanese customers place emphasis on functionality and capability of software products. Our results provide managerial implications for the designers of global software applications, especially in the domain of e-commerce.     

Consumer decision making and variety of offerings: The effect of attribute alignability

In recent years, many companies have considerably increased their number of offering varieties. The underlying rationale for such product strategies is substantiated by the belief that assortment proliferation would better satisfy customers' diverse preferences. However, empirical evidence exists suggesting that if there are too many varieties to choose from, customers sometimes either refrain from making a purchase at all, or else resort to simple selection heuristics. This article approaches the issue of assortment variety from a decision‐theoretical perspective, by positing circumstances under which expanding the number of varieties will positively or negatively affect consumer behavior. Herein, the concept of attribute alignability provides explanatory potential. Two experimental studies are presented which analyze the effect of the number of product varieties on customers' decision‐making behavior by means of manipulating the choice settings in a virtual car configurator. It can be shown that whether the product attributes in question are alignable or nonalignable is the decisive factor in explaining customer decision making under variety. Furthermore, “pseudo‐alignability”is achieved easily via the relabeling of product options. These findings yield concrete managerial insights for the customer‐oriented design of product lines consisting of a basic product and several varieties derived from it. ©2009 Wiley Periodicals, Inc.     

New product decision making: How chance and size of loss influence what marketing managers see and do

This article empirically examines, in a new‐product decision context, the relationships among risk propensity, perceived risk, and risky choice decisions, when risk is operationalized as the chance of loss and the size of loss. The results indicate that perceptions of chance of loss directly influence choice among alternatives possessing different chances of loss and gain, whereas risk propensity directly influences choice among alternatives that differ in their size of loss and gain. The findings extend previous research by identifying dimension‐specific effects (a) between who the decision maker is and the size of an investment's potential loss, and (b) between what the decision maker sees and the chance that an investment will experience a loss. These results not only contribute to theory, but also provide marketing managers with guidance for their risky choice decisions. The composition of a new product's risk has implications for the decisions marketing managers make, for the placement of managers in risk‐sensitive positions, and for the presentation of information to individuals with oversight responsibility for the firm's product strategy decisions. © 2002 Wiley Periodicals, Inc.     

Designing the content of advertising in a differentiated market

In many markets, consumers use attribute information to assess the value they expect from purchasing a product or service. This includes many low involvement experience goods including take-out food, many packaged good categories and restaurants. In these markets, quality differences exist but many differences are horizontal in nature: the consumer is interested in finding a product that meets her unique tastes. Beyond ensuring that consumers know the brand, the category and the price; it seems advertising should provide consumers with attribute information. However, a significant proportion of advertising does not provide it. In fact, within the same category, competitors respond to messages that emphasize detailed attribute information with messages that are devoid of attribute information. These messages are uninformative about product attributes. We explore how competition in a differentiated market is affected by the ability of a firm has to choose uninformative messages. We construct a model to investigate the factors that affect a firm’s decision to use advertising with detailed attribute information or advertising that does not provide it. The model demonstrates that content decisions about advertising are affected by the differences between products, the range of heterogeneity in consumer tastes and the degree to which costs increase as a function of the quantity of information in advertising. Surprisingly, even when the cost to increase the quantity of information in advertising is low, uninformative campaigns can be more profitable than campaigns with attribute information. The analysis also demonstrates that firms can be more likely to provide attribute information when there are less consumers that are attribute-sensitive. Finally, the model shows that uninformative messages can create “artificial differentiation” in some situations.     

Effects of Product Option Framing and Temporal Distance on Consumer Choice: The Moderating Role of Process versus Outcome Mental Simulations

This research demonstrates that the type of product option framing (additive vs. subtractive) and the temporal distance between an option choice and later buying behavior can influence decision difficulty. In two studies, the authors show that consumers who engage in additive option framing experience greater difficulty in making decisions for the near future than for the distant future, whereas consumers who engage in subtractive option framing experience greater difficulty in making decisions for the distant future than for the near future. In addition, by using theories of mental simulation, the authors show that communication strategies that promote process simulations for distant‐future choices in the subtractive option framing condition and those that promote outcome simulations for near‐future choices in the additive option framing condition are most effective in reducing decision difficulty. These effects hold across varying product categories and varying option prices.     

A dimensional versus attribute approach for disaggregate choice models

A fundamental issue facing choice modelers is to make a decision on what kind of independent variables to include in a choice model. With survey data, the two immediate options are: actual product attributes or underlying latent dimensions (factor scores). Using behavioral logic we argue that heterogeneity of consumer perceptions of variables and their saliences should be the key items moderating such a decision. We present empirical evidence to support our theory that dimensional (factor score) based models do better in terms of predictions than attribute based models in more heterogeneous populations. Empirical analysis shows that in segments (where consumer heterogeneity is lower) the predictive performance of attribute based models improves relative to the factor score model and may actually have a better predictive fit when the respondents are relatively homogeneous with respect to attribute ratings and saliences.     

The Effects of Following Islam in Decisions about Taboo Products

This study tests the role of consumers’ religious motivation (intrinsic and extrinsic) in their decision making regarding the consumption of a prohibited brand or product category because of a religious declaration called Fatwa. Despite numerous studies on the effects of religion in consumers’ marketplace behaviors, little is known of about consumers’ decision making under a religious ruling like Fatwa. A Fatwa is a decree issued by religious scholars for Muslim communities. A survey based on the Theory of Planned Behavior asked young adult Muslims about their responses to a brand, and two product categories that were subject to Fatwa. The data concerning the respondents’ decision making were analyzed using structural equation modeling to test hypotheses based on the available literature. The analyses found that the respondents’ motivation in following Islamic teachings had the greatest effects in their deciding to smoke, listen to contentious popular music, but was not relevant for buying the Coca Cola brand. The results are discussed in terms of the study's theoretical contributions, managerial implications, and future research.     

Product life-cycle considerations and the nature of strategic activities in entrepreneurial firms

This article reports on the nature of strategic activities and concerns reported by the CEOs of 77 entrepreneurial manufacturing firms once initial success in their marketplace had been achieved. Once the entrepreneurial firm achieves initial market success, the rate and number of strategic decisions faced by the entrepreneurs rapidly expand. A product becomes a product line. Product lines are added. Facilities and equipment are expanded. Personnel are added. A more formal and interpersonally complex organization becomes necessary. Markets and distribution channels expand, adding uncertainty to key market-related decisions. New financial risks arise, often as the result of undercapitalized cash flows. All of these factors combine to dramatically increase the pressure on the entrepreneur's strategic decision making.A major factor underlying the complicity inherent in this scenario is the product/market life cycle: the entrepreneurs must now organize and make decisions regarding several product lines that span several life-cycle stages with different strategic concerns, rather than regarding the narrow product range and limited life-cycle position that provided their initial success. The research reported in this article examined the relative importance of ten strategic activities and concerns reported by the 77 CEOs across products at different life-cycle stages.Initial interviews with selected CEOs and a review of the strategic-management literature identified ten key factors shaping the firm's evolving decision-making practices. These ten factors were divided into three groups:

• 1.1. Operational concerns that necessitate strategic attention: 1) changes in product design; 2) changes in process design; 3) risk of producing a product; and 4) emphasis on creativity.
• 2.2. Dimensions influencing a firm's strategic-management activities: 5) demand on the strategic manager's time: 6) speed of decision making; 7) problems of internal politics; and 8) environmental uncertainty.
• 3.3. Fundamental assumptions underlying a firm's decision-making practices: 9) annual-profit potential; and 10) value of strategic planning.

There are two main sets of results: First, four process-related factors (value of strategic planning, demand on CEO's time, speed of decision making and annual-profit potential) were consistently the most important factors affecting performance within eact stage. Regardless of the life cycle of a particular product line, the manner or process by which decisions were made (strategic planning, CEO's time, and speed of decision making) and one key assumption or objective-annual-profit potential-were seen as factors more important in affecting performance than were operating concerns that necessitated strategic attention. Second, strategic issues associated with product lines at the development and growth stages of their life cycle are reported to be significantly more important to CEOs in entrepreneurial manufacturing firms than are strategic issues associated with mature or declining products lines.These results suggest that CEOs in entrepreneurial manufacturing firms should re-examine their strategies and practices to be sure that sufficient “strategic attention” is being given to decisions regarding mature product lines. In addition, these CEO's need to ensure, in the face of constant demands for their time and decisions, that operating concerns requiring strategic attention get appropriate consideration.