Consumer Decision Research Articles

Maintaining Accuracy While Reducing Effort in Online Decision Making: A New Quantitative Approach for Multi-Attribute Decision Problems Based on Principal Component Analysis

This paper explores consumer decision making, particularly focusing on the increasing prevalence of choices on the Internet such as online shopping. Examining the fundamental question of how individuals decide how to decide, our paper draws upon the effort–accuracy framework. This framework indicates that people typically consider both the cognitive effort associated with employing a specific decision strategy and the decision quality (i.e., accuracy) implied by using a particular strategy. However, decision strategies with high accuracy imply high effort. Empirical evidence shows that people often use decision strategies that require little effort. As a result, accuracy is often not high. Against this backdrop, this paper introduces a quantitative approach leveraging principal component analysis (PCA) as a decision support tool. Based on a simulation study, the approach demonstrates that it is possible to maintain high accuracy with significantly reduced effort in multi-attribute decision situations where attribute information is available in a quantitative format. This demonstration is based on the example of two decision strategies, which are both theoretically and practically highly relevant: the multi-attribute utility model (MAU) and the elimination-by-aspects strategy (EBA). By employing PCA for dimensionality reduction, the approach becomes particularly advantageous for online shops and online comparison portals, presenting users with concise yet accurate information. It is important to emphasize that our PCA approach is designed for data with a natural ordering, primarily focusing on quantitative variables. Consequently, decision situations where qualitative variables (e.g., product design or color) play a role in the decision-making process will need further exploration in future studies. However, we present a first solution to this problem so that our approach, based on this solution, can be implemented by online shops and online comparison portals in the near future.

Analisis Pengaruh Electronic Word of Mouth, Brand Image, Brand Trust terhadap Keputusan Pembelian pada Marketplace Shopee

This study aims to analyse the effect of Electronic Word of Mouth (e-WOM), brand image, and brand trust on purchasing decisions at the Shopee marketplace. The research method used is quantitative. Data was collected through questionnaires distributed to 100 Shopee users in Indonesia. The results of the analysis show that e-WOM, brand image, and brand trust have a positive and significant influence on purchasing decisions. Of the three variables, brand trust has the most dominant influence in shaping consumer decisions to make purchases. This research provides implications that Shopee needs to increase consumer trust and strengthen brand image to drive purchasing decisions through effective digital marketing strategies.

Asymmetric Naïveté: Beliefs About Self-Control

Do individuals anticipate time inconsistency in others? This paper jointly investigates beliefs about one’s own and others’ present bias. In an online laboratory experiment, participants engaged in a real-effort task display little awareness of their own present bias but anticipate present bias in others. Structurally, I estimate a present bias parameter [Formula: see text] of 0.82. Participants perceive others’ [Formula: see text] to be 0.87, indicating substantial sophistication, contrasted with 1.03 for themselves, indicating full naïveté. At the individual level, asymmetric naïveté correlates with overoptimism regarding one’s own versus others’ task enjoyment and time availability. The wedge in beliefs about present bias can inform equilibrium outcomes in a number of collaborative, competitive, and hierarchical settings, including teams in the workplace, management practices such as deadlines and tournament incentive schemes, and household consumption decisions. This paper was accepted by Yan Chen, behavioral economics and decision analysis. Funding: Financial support from the Laboratory for Economic Applications and Policy (Harvard University); Pershing Square Venture Fund for Research on the Foundations of Human Behavior (Harvard University); Harvard Business School (PhD Research Budget); and the Russell Sage Foundation (Small Research Grant) is gratefully acknowledged. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2021.01780 .

Not all about the money: Service quality information improves consumer decision-making

Information asymmetries are pervasive in many industries and can result in large losses in consumer welfare. Does providing product quality information result in improved consumer decision-making? We study this question in a market where quality is notoriously hard to determine ex ante: the residential energy market. Using a discrete choice experiment (N = 1,002), we document a substantial willingness-to-pay (37–45 % of the median bill) for four service quality attributes (transparency, agency, authenticity, and convenience). In an incentivized search task (N = 432), we show that how quality information is presented matters: consumers who view information in the form of ratings and stamps of approval are (i) 4 % more likely to opt in to the search task, and (ii) 20 % more likely to correctly identify given levels of quality, relative to consumers who are provided with bar graphs, pie charts, and text. Finally, using a decision experiment (N = 510) with real company names familiar to our participants, we find that the provision of quality information increases choices of the best-rated company more than 20-fold, relative to the control scenario where quality information is absent, in which consumers select companies predominantly on price and brand awareness. Our findings are applicable to other markets in which information asymmetries are present, where policymakers should consider interventions that promote transparency and quality information provision.

Threads of insight: Exploring the narrative of online reviews (2002–22) in the apparel industry through bibliometrics

Online reviews have become crucial in research and consumer decision-making, providing insights into customer perspectives on products and services. In today’s digital age, they are an essential tool for retailers to engage with their customers. This is particularly true in the apparel industry, where understanding consumer satisfaction and preferences is key to crafting effective marketing strategies. Despite the abundance of literature on the impact of online reviews on consumer evaluations of ready-made garments, there has been limited scientific analysis of this extensive body of work. This bibliometric study utilizes performance analysis and science mapping to rigorously examine the body of literature on online reviews. Performance analysis assesses the quality and quantity of various scientific contributions using a suite of bibliometric indicators, such as publication trends, leading authors and journals, and the most influential publications. To complement this, science mapping is employed to elucidate the broader intellectual, social and conceptual frameworks of the field, providing a holistic view of its fundamental dynamics that performance analysis alone cannot offer. We analysed 161 articles published between 2002 and 2022, selected via targeted keywords from the Scopus database. The data was processed using VOSviewer (1.6.20) and Biblioshiny, a web-based platform powered by the R-package Bibliometrix 4.1. This study not only delves into the historical and current states of the literature but also identifies and discusses future research agendas in online reviews within the apparel industry.

Analyzing the Fast-Food Marketing Strategies Impacting Consumer Buying Behavior

Kentucky Fried Chicken (KFC) has long been a dominant player in the global fast-food industry, known for its distinct fried chicken offerings. This study explores the effect of KFC’s marketing strategies on consumer buying behavior, using the marketing mix framework (4P: Product, Price, Place, Promotion). Primary data were gathered from a survey of 150 consumers in Malaysia via Google Forms, while secondary data included company reports and industry publications. Regression analysis was employed to determine the relationship between the independent variables (product, price, promotion, and place) and consumer buying behavior. Results indicated that product, price, and promotion significantly impact consumer decisions, with the product being the most influential factor (beta = 0.525). Price and promotion also had positive, albeit smaller, effects, while place was statistically insignificant. The R² value of 0.755 suggests that 75.5% of consumer behavior variation can be explained by these factors. These findings underscore the importance of product differentiation and effective promotional strategies in shaping consumer preferences, while the role of physical locations may be diminishing in the fast-food sector due to the rise of delivery services

Yes, we care! Consumer emotional responses to corporate neglect of climate change and the role of individual differences

AbstractCompany activities are important contributors to climate change. Consumers take companies' actions toward environment into account when they decide to engage with these companies. We study under which conditions corporate misconduct with respect to climate change outrages consumers, eliciting negative moral emotions. Moreover, we explore the capacity of these negative moral emotions to energize consumer decisions and action tendencies to retaliate against “offending” companies. Testing two moderated mediation models on random samples of 152 adult citizens of the United States and 159 adult citizens of France, we show that negative moral emotions experienced by consumers that witness corporate malfeasance toward the climate determine negative attitudes toward the company and intentions to penalize it. Moreover, for both samples, empathy, collective self, and moral identity moderate the relationship between the perception of corporate irresponsibility and moral emotions, while the effect of political orientation is culturally specific. These findings help to uncover under which conditions consumer hostile responses toward corporate misconduct takes place.

THE ROLE OF EMOTIONS IN CONSUMER DECISION-MAKING: ANALYZE HOW EMOTIONAL APPEAL IN MARKETING AFFECTS CONSUMER BEHAVIOR

Emotions play a pivotal role in consumer decision-making, influencing how individuals perceive, evaluate, and choose products or services. Emotional appeal in marketing taps into consumers' feelings, often bypassing rational thought to create strong associations with a brand or product. This paper analyzes how emotional appeal shapes consumer behavior by building brand loyalty, enhancing engagement, and driving impulse purchases. Positive emotions such as happiness, excitement, and belonging can foster long-term consumer relationships, while negative emotions like fear or anxiety can prompt immediate action. Through emotional resonance, brands not only differentiate themselves in a crowded marketplace but also create memorable experiences that impact purchasing decisions. The findings suggest that successful emotional marketing strategies are those that align with consumers’ values, desires, and emotional states, highlighting the importance of understanding both rational and emotional drivers in shaping consumer behavior. KEYWORDS Emotional Appeal, Consumer Behavior, Brand Loyalty, Impulse Buying, Positive Emotions, Negative Emotions, Engagement, Emotional Marketing, Brand Differentiation, Cultural Sensitivity, Neuromarketing, AI and Emotion Recognition, Personalization, Social Media, Sustainability, Behavioral Economics.

The Effectiveness of Tiktok in Increasing Brand Awareness Among Users

Technological advancements have revolutionized marketing strategies, particularly in the realm of social media. As businesses recognize the importance of brand awareness in consumer decision-making, platforms like TikTok have emerged as powerful tools for enhancing brand visibility. Despite its rapid rise in popularity, TikTok's effectiveness in increasing brand awareness remains underexplored. This study investigates "The Effectiveness of TikTok in Increasing Brand Awareness Among Users" with three primary objectives: (RO1) to identify the effect of Mobile Application Values, Information Quality, System Quality, and Influencer Trust on Brand Awareness; (RO2) to identify the effect between Brand Awareness and Word of Mouth; and (RO3) to analyze the effect between Brand Awareness on Purchase Intention. The research adopts a quantitative approach, utilizing a questionnaire distributed to B2C TikTok users. A sample size of 343 respondents was determined using stratified sampling. Descriptive and regression analyses were conducted to interpret the data. The results indicate that Mobile Application Value, System Quality, and Influencer Trust significantly influence Brand Awareness on TikTok, while Information Quality does not exhibit a significant effect. Moreover, Brand Awareness positively impacts both Word of Mouth and Purchase Intention, underscoring its pivotal role in consumer behavior. This study contributes to a deeper understanding of TikTok's potential as a branding tool and offers practical insights for marketers seeking to leverage the platform effectively. Despite limitations in sample size and survey biases, the findings provide a foundation for future research and the refinement of marketing strategies in the dynamic landscape of social media.

Affect heuristics and peer effect on substance use among adolescents in Brazil

Significant changes are observed during adolescence with respect to health-related habits and risky behaviors. Among the behavioral changes, the consumption of substances such as alcoholic beverages, cigarettes, and illicit drugs, and social interactions are relevant factors for the intake of such substances. This study aims to analyze the relationship between the joint decisions of substance use by adolescents and their peers from the perspective of the affect heuristics. To this end, a multivariate probit model was estimated, based on microdata from the 2019 National School Health Survey. The results showed that substance use by adolescents was positively related to substance use by their peers; therefore, having friends who consume alcohol, illicit drugs, and cigarettes or having parents who consume alcohol or cigarettes increases the likelihood of an adolescent consuming these substances. The study also identified that the substance consumption decision was governed by an unobserved common factor compatible with the affect heuristic.

The Effect of Observational Learning and Word of Mouth Learning on Consumer Behaviors

This article explores two learning methods of social interaction in social media and e-commerce environments: observational learning and word-of-mouth learning, and their impact on consumer behavior. This article summarize the influence of two learning methods on consumer behavior in social interaction, and their differences. The article found that both observational learning and word-of-mouth learning have a significant impact on consumer behavior, with positive observational learning having a clear effect on information., Negative word-of-mouth learning information has a stronger influence on consumer decision-making. Observational learning enhances external motivation, while word-of-mouth learning stimulates internal motivation. When highly involved in product decision-making, word-of-mouth details are more critical; Low involvement products allow for more effective observation and learning of information. The impact of word-of-mouth learning on long-term decision-making increases over time. Observing and learning information spreads quickly, while word-of-mouth information spreads slowly. Understanding these mechanisms is crucial for e-commerce platforms and sellers to develop marketing strategies.

The Impact of Word of Mouth and Customer Satisfaction on Purchase Decisions: The Role of Maslahah as an Intervening Variable in the Cosmetic Products Industry in Indonesia

This study investigates how Word of Mouth (recommendations), Customer Satisfaction, and perceived Maslahah influence Purchase Decisions in the cosmetic product consumption context in Indonesia. Structural Equation Modeling with Partial Least Squares (SEM-PLS) was employed to analyze data from 450 respondents. Results indicate that Word of Mouth significantly influences Purchase Decisions (β = 0.350, t-stat = 5.698, p < 0.000), suggesting positive recommendations increase the likelihood of product purchase. However, Word of Mouth slightly diminishes the perception of product Maslahah (β = -0.122, t-stat = 1.835, p = 0.067), implying positive recommendations may marginally affect perceived maslahah. The indirect effect of Word of Mouth on Purchase Decisions through Maslahah was also marginal (β = -0.044, t-stat = 1.829, p = 0.068). Customer Satisfaction significantly enhances the perception of product Maslahah (β = 0.720, t-stat = 11.309, p < 0.000) and influences Purchase Decisions through Maslahah (β = 0.263, t-stat = 7.194, p < 0.000), yet direct impact on Purchase Decisions was insignificant (β = -0.002, t-stat = 0.044, p = 0.965). Moreover, perceived Maslahah significantly affects Purchase Decisions (β = 0.366, t-stat = 7.586, p < 0.000), highlighting its role in consumer decision-making. Overall, findings deepen understanding of how Word of Mouth, Customer Satisfaction, and perceived Maslahah shape consumer behavior in purchasing cosmetics. Marketers can utilize these insights to leverage recommendations, enhance satisfaction, and communicate product benefits effectively to influence consumer decisions, thereby enhancing market position and competitive advantage for cosmetic companies.

Exploring Xenocentrism in India: A Study on Millennials

This research intends to recognize antecedents of Xenocentrism and explore xenocentrism’s influence on brand preferences among Millennials. The study’s antecedents, identified through extant literature, are cultural openness, social factors, and lifestyle dimensions. The study focuses on an experimental research design and covers a sample of 250 respondents. The sampling frame for the survey is millennials of India. Exploratory factor analysis was adopted to identify the factors appropriate for the research. The regression result was adopted to explore the impact of moderating variable ‘demography’, ‘duration_of_stay in a foreign land’, between xenocentric tendency and brand preference. The ‘duration_of_stay in foreign land’ moderates the association between xenocentric tendency and consumers’ brand preferences. Thus, the acknowledged antecedents of Xenocentricity/Xenocentrism can support international marketing practitioners in formulating consumer decisions for definite target segments.

Valuable Data "Gain" and "Loss": The Quantitative Impact of Information Choice on Consumers' Decision to Buy Selenium-Rich Agricultural Products.

Biotechnology assumes a paramount role in addressing micronutrient deficiencies. The promotion thereof and the augmentation of public awareness are indispensable for implementation. The advancement of big data presents challenges due to the plethora of information and the constrained processing capacity, thereby inducing difficulties in consumer decision-making. The study is obliged to intensify information dissemination to empower consumers to apprehend the value of selenium-enriched products as an integral constituent of positive nutrition guidance. The study undertook an experiment related to nutrition information acquisition, in which participants provided relevant interferences. The study utilized the structural equation model (SEM) and fuzzy set qualitative comparative analysis (fsQCA) to analyze the data. The study arrived at three research conclusions. Firstly, the furnishing of valuable information constitutes a significant factor in motivating consumers to purchase selenium-rich agricultural products. Secondly, the communication of brand information holds crucial significance in shaping the perception of product advantages and plays a salient role in the promotion and construction of selenium-rich agricultural products. Finally, the dissemination of health information can be incorporated into the process of promoting selenium-rich agricultural products. This conforms to the urgent necessity to address hidden hunger and establish a value identity.

Pengaruh Celebrity Endorser, Brand Image, dan Kualitas Produk terhadap Keputusan Pembelian Produk Skincare Somethinc di Purwokerto

This study attempts to look at how consumer decisions about Somethinc Skincare Products in Purwokerto are influenced by celebrity endorsements, brand perceptions, and product quality. To distribute surveys and gather quantitative data, the researchers utilized google forms. The group under research is made up of Purwokerto individuals who have purchased Somethinc skincare products. This sampling strategy combines a purposive sampling approach with non-probability sampling methods. The sample size was determined by utilizing the Roscoe approach to poll 110 people in total. This study makes use of descriptive statistics, hypothesis testing, testing of instruments, testing of classical assumptions, testing of goodness of fit, and testing of instruments. This study use multiple linear regression analysis as its method of data analysis. This study used the SPSS 26 statistical package to handle the data. According to this study's findings, Somethinc skincare products in Purwokerto are more likely to be purchased when the following factors are considered: celebrity endorsement, brand image, and product quality.

Consumers’ Perceptions and Behaviors Regarding Honey Purchases and Expectations on Traceability and Sustainability in Italy

Traceability is a cornerstone of sustainable honey production and consumption. Honey fraud and a lack of traceability have been recently highlighted by the European Commission. Innovative systems aimed at guaranteeing food safety ’from farm to fork’ and improved controls are highly recommended. Within the framework of the BPRACTICES project, part of the European Union’s Horizon 2020 research and innovation program, and the ERA-Net SusAn initiative—focused on Sustainable Animal Production Systems—an advanced traceability system has been developed. This system utilizes QR code and radio-frequency identification (RFID) technology, along with a user-friendly web application, to facilitate direct interactions between producers and consumers. Despite existing research, studies on the information needs of Italian consumers regarding honey and its traceability remain limited. Understanding these needs is vital for creating effective communication strategies that enhance consumer satisfaction and trust. This study aims to identify the needs of Italian consumers’ honey during the purchasing and consumption decisions. To explore consumer perceptions, behaviors, expectations, and needs regarding honey, we employed diverse social research methodologies, including a quantitative online survey, paper-and-pencil interviews, and focus groups. The results of this study indicate a robust demand for more information on honey’s origin, production processes, and beekeeping practices, aligning with the recent EU Directive 2024/1438, which mandates clear labeling. Italian consumers would be willing to pay a premium for honey that offers detailed information about production practices and transparency. The positive reception of QR code technology by consumers suggests a growing openness to digital tools that enhance transparency and access to information. Ultimately, this research emphasizes the need for the beekeeping sector to adopt sustainable practices, improve traceability systems, and actively engage with consumers to foster trust and ensure long-term viability in the honey market. By addressing these information needs, the sector can align itself with increasing consumer demand for quality, sustainability, and transparency.

Transformations in Consumer Buying Behavior: Investigating How Online Shopping Platforms

The advent of online shopping platforms has significantly transformed consumer buying behavior, revolutionizing the retail landscape. This study investigates the shifts in consumer preferences and purchasing patterns attributed to the proliferation of digital marketplaces. The research encompasses a comprehensive analysis of consumer behavior trends, drawing on both qualitative and quantitative data collected from surveys and market studies. The methodology involves a mixed-methods approach, integrating statistical analysis with thematic analysis to derive insights from consumer feedback and market data. The findings reveal a marked increase in the convenience and accessibility of shopping, which has driven a shift towards online purchases. Additionally, the study identifies critical factors influencing consumer decisions, such as personalized recommendations, competitive pricing, and the ease of comparing products. The results underscore the growing importance of mobile shopping and the role of social media in shaping consumer choices. In conclusion, the research highlights the transformative impact of online shopping platforms on consumer behavior, emphasizing the need for retailers to adapt to these changes by enhancing their digital presence and leveraging data analytics to better understand and meet consumer needs.

Counseling About Cannabis Use During Pregnancy and Lactation: A Qualitative Study of Patient and Clinician Perspectives.

Legalization in many jurisdictions has increased the prevalence of cannabis use, including during pregnancy and lactation. Accordingly, clinicians providing perinatal and infant care are increasingly required to counsel about this topic, even if they do not feel comfortable or prepared for this conversation. The aim of this research was to explore how prenatal clinicians and pregnant and lactating women interact with cannabis consumption. Using qualitative description, we conducted semi-structured interviews with 75 individuals in Canada: 23 clinicians who provide pregnancy and lactation care, and 52 individuals who made cannabis consumption decisions during pregnancy and/or lactation. Data were analyzed using inductive content analysis. Three phases of the clinical encounter influenced decision-making about cannabis consumption: initiation of a discussion about cannabis, sense-making, and the outcome of the encounter. Patients and clinicians described similar ideals for a counseling encounter about cannabis consumption during pregnancy or lactation: open, patient-centered conversation grounded in an informed decision-making model to explore the benefits, risks, and alternatives to cannabis. While clinicians described these values as reflecting real clinical interactions, patients reported that in their experience, actual interactions did not live up to these ideals. Clinicians and pregnant and lactating people report desiring the same things from a counseling interaction about cannabis: sharing of information, identification of values, and facilitation of a decision. Both groups endorse an open, nonjudgemental counseling approach that explores the reasons why a patient is considering cannabis consumption and reflects these reasons against available evidence and alternatives known to be safe.

Thinking or feeling? The effect of information diversity on consumption decisions based on the social support framework

PurposeInstrumental and emotional information influence paradoxically on people’s decision-making, and similar influences are more evident in e-commerce scenarios where physical information is limited. This study aims to construct a systematic explanatory framework for the influence of multidimensional recommendation information diversity (RID) on users' click and purchase decisions based on the social support theory (SST).Design/methodology/approachThis study analyses 453,176 data from 67,079 users of a Chinese e-commerce platform, applying lasso algorithmic techniques and cross-fit partialling-out (XPO) regression for empirical analysis.FindingsThe study finds that instrumental support information diversity (ISID) and emotional support information diversity (ESID) play divergent roles, and that the effects of both on user decision-making are inconsistent with mode-flip and marginal change. Differences in users' information craving and information overload processing mechanisms for instrumental and emotional information, leading to an inverted U-shaped effect of ISID on consumption decisions, while ESID has a U-shaped effect. Additionally, supplier certification eliminates the marginal change in ESID, and products with a high information standardisation degree eliminate the marginal change in ISID.Originality/valueResearch results reveal the opposing roles of the two types of RID and the application boundaries of their roles, providing empirical evidence for academic research.

The Influence Of Sharia Marketing On The Decision Of Medical Beauty Clinic Guests In Choosing Services At Rumah Cantik Sehat Muslimah Yogyakarta

This study aims to determine the magnitude of influence on purchasing decisions (Y) on halal labels (X1), halal products (X2), and medical aesthetics (X3). Quantitative research methodology is the one applied. Data collection was carried out using questionnaires at Rumah Cantik Sehat Muslimah Gedongkuning Yogyakarta, with a sample of 92 respondents. With SPSS output, this study uses Data Quality Test, Classical Assumption Test, Multiple Linear Regression Test, and Hypothesis Test. The study's findings suggest that medical aesthetics and halal labels influence consumer decisions. The variables of halal labels, halal products, and medical aesthetics influence purchasing decisions simultaneously, although halal products do not show a major influence on purchasing decisions.