Marketing Letters

, Volume 19, Issue 3, pp 241–254

A theoretical framework for goal-based choice and for prescriptive analysis

  • Kurt A. Carlson
  • Chris Janiszewski
  • Ralph L. Keeney
  • David H. Krantz
  • Howard C. Kunreuther
  • Mary Frances Luce
  • J. Edward Russo
  • Stijn M. J. van Osselaer
  • Detlof von Winterfeldt
Article

DOI: 10.1007/s11002-008-9043-4

Cite this article as:
Carlson, K.A., Janiszewski, C., Keeney, R.L. et al. Mark Lett (2008) 19: 241. doi:10.1007/s11002-008-9043-4

Abstract

This paper extends the familiar multi-stage framework for choice by explicitly describing the role that goals play at each stage. We first present a typology of goals, ranging from content to process and from immediate to long-term illustrating it in the context of two examples—purchasing a new car and earthquake retrofitting. We then delineate each stage of the choice process based on recent advances from the descriptive literature on the influence of the various goals. Finally, we draw the prescriptive implications as to how goals can inform what we know, or need to know, about the choice process.

Keywords

Goals Choice process Prescription 

Copyright information

© Springer Science+Business Media, LLC 2008

Authors and Affiliations

  • Kurt A. Carlson
    • 1
  • Chris Janiszewski
    • 2
  • Ralph L. Keeney
    • 1
  • David H. Krantz
    • 3
  • Howard C. Kunreuther
    • 4
  • Mary Frances Luce
    • 1
  • J. Edward Russo
    • 5
  • Stijn M. J. van Osselaer
    • 6
  • Detlof von Winterfeldt
    • 7
  1. 1.The Fuqua School of BusinessDuke UniversityDurhamUSA
  2. 2.Warrington College of Business AdministrationUniversity of FloridaGainesvilleUSA
  3. 3.Department of PsychologyColumbia UniversityNew YorkUSA
  4. 4.The Wharton SchoolUniversity of PennsylvaniaPhiladelphiaUSA
  5. 5.JGSMCornell UniversityIthacaUSA
  6. 6.RSM Erasmus UniversityRotterdamThe Netherlands
  7. 7.Lewis Hall, University of Southern CaliforniaLos AngelesUSA