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Marketing Letters

, Volume 6, Issue 4, pp 287–295 | Cite as

The effect of time pressure on the choice between brands that differ in quality, price, and product features

  • Stephen M. Nowlis
Article

Abstract

Consumers often make purchase decisions while under time pressure. This research examines the effect of time constraints on the choice of brands that differ in perceived quality, price, and product features. Specifically, when making choices under time pressure, consumers were found to be more likely to choose higher-quality brands over lower-quality brands and top-of-the-line models with enhanced product features over basic models with fewer features. Alternative explanations for these effects are explored, and practical implications are discussed.

Key words

time pressure consumer choice brand management 
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Copyright information

© Kluwer Academic Publishers 1995

Authors and Affiliations

  • Stephen M. Nowlis
    • 1
  1. 1.Department of MarketingWashington State UniversityPullman

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