Navigating choices: a framework of consumer search

IF 2.5 3区 管理学 Q3 BUSINESS
Alexander K. Moore, Reid Hastie
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Abstract

Consumers are inundated with choices, yet they effectively find products that satisfy them. In this review, we draw from the marketing, economics, psychology, and ecology literatures to outline a general framework for consumer search, implicit in many prior descriptions of consumer behavior. Within the framework, we particularly focus on navigation, which we define as the act of deciding the order in which to inspect products with the intention of learning more about them. We focus on navigation because it has received relatively little attention in marketing. We also highlight opportunities for future research in understanding interactions between stages of the framework. By understanding this framework, researchers and marketers can gain key theoretical insights into the consumer experience when looking for a product. Further, understanding these processes is likely to yield practical results that can help in the design of more effective search experiences, ultimately increasing consumer satisfaction.

Abstract Image

选择导航:消费者搜索框架
消费者的选择无处不在,但他们却能有效地找到令自己满意的产品。在这篇综述中,我们借鉴了市场营销、经济学、心理学和生态学等方面的研究成果,概述了消费者搜索的总体框架,这一框架隐含在之前对消费者行为的许多描述中。在这一框架内,我们特别关注导航,我们将其定义为决定检查产品的顺序以了解更多产品信息的行为。我们将重点放在导航上,是因为导航在市场营销中受到的关注相对较少。我们还强调了未来在理解该框架各阶段之间的相互作用方面的研究机会。通过了解这一框架,研究人员和营销人员可以从理论上深入了解消费者在寻找产品时的体验。此外,了解这些过程很可能会产生实际结果,有助于设计更有效的搜索体验,最终提高消费者满意度。
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来源期刊
Marketing Letters
Marketing Letters BUSINESS-
CiteScore
5.90
自引率
5.60%
发文量
51
期刊介绍: Marketing Letters: A Journal of Research in Marketing publishes high-quality, shorter paper (under 5,000 words including abstract, main text and references, which is equivalent to 20 total pages, double-spaced with 12 point Times New Roman font) on marketing, the emphasis being on immediacy and current interest. The journal offers a medium for the truly rapid publication of research results. The focus of Marketing Letters is on empirical findings, methodological papers, and theoretical and conceptual insights across areas of research in marketing. Marketing Letters is required reading for anyone working in marketing science, consumer research, methodology, and marketing strategy and management. The key subject areas and topics covered in Marketing Letters are: choice models, consumer behavior, consumer research, management science, market research, sales and advertising, marketing management, marketing research, marketing science, psychology, and statistics. Officially cited as: Mark Lett
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