Consumer choice tactics and leisure activities

Dr Richard Elliott and Eleanor Hamilton

This study provides evidence that consumers make decisions between alternative evening out-of-home leisure activities by use of simple choice tactics rather than the complex decision processes described in consumer behaviour theory.

Consumer choice tactics and leisure activities

Richard Elliot and Eleanor Hamilton

This study provides evidence that consumers make decisions between alternative evening out-of-home leisure activities by use of simple choice tactics rather than the complex decision processes described in consumer behaviour theory. Following a qualitative stage of four Focus groups, 560 structured interviews were carried out with people in the 16-29 age group just before they engaged in a leisure activity: going out for a drink, a meal, dancing, to the cinema or playing sport. The choice tactics used were identified and related to their perceived efficacy, levels...

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