Decisions, decisions, decisions: multiple pathways to choice

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...

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