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...