Abstract
A method of researching consumer decision making is described and illustrated in a test of consumer behaviour with respect to gift shopping. It is hypothesized that consumers put less search effort into shopping for gifts for less involving occasions than they do in shopping for themselves, but that gifts for a close personal friend will involve as much shopping as for oneself. The test results support the hypothesis.
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© 2015 Academy of Marketing Science
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Heeler, R., Reid, S., Okechuku, C. (2015). Researching Consumer Decisions Making with Information Display Boards. In: Bellur, V. (eds) Marketing Horizons: A 1980's Perspective. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10966-4_9
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DOI: https://doi.org/10.1007/978-3-319-10966-4_9
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