Decisions, decisions, decisions: multiple pathways to choice

Wei Shao, Ashley Lye and Sharyn Rundle-Thiele

This paper details an alternate methodology that permits the consumer decision process to be observed without the constraint of model phases or ‘sets’.
  

Decisions, decisions, decisions: multiple pathways to choice

Wei Shao and Ashley LyeGriffith University

Sharyn Rundle-ThieleUniversity of Southern Queensland

INTRODUCTION

Customers make choice decisions with every purchase. Understanding the decision process is central to the effective deployment of marketing resources. For example, in the UK, consumers spend an average of £443 per week (UK National Statistics Online 2006), while expenditure rates in the US appear to be higher, with reports that Americans are spending more than they earn (Abate 2006). Australians spent $18.621 billion in retail outlets in December 2006 (Anonymous 2007), more than $900 for each...

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