属性顺序和种类对选择动机的影响:德国购车者的实地实验

ACR North American Advances Pub Date : 2005-10-05 DOI:10.1037/e640112011-063

Jonathan Levav, Mark Heitmann, A. Herrmann, S. Iyengar

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引用次数: 7

摘要

本文介绍了在北美消费者研究进展会议上讨论的一篇关于汽车购买过程中选择动机丧失的论文。本文的主题包括顺序选择中的顺序和多样性的重要性、情感能量和消费者的支付意愿。本文还讨论了奥迪汽车经销店的两个实地实验。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Effect of Attribute Order and Variety on Choice Demotivation: A Field Experiment on German Car Buyers

Information is presented about a paper discussed at the Advances in Consumer Research North American Conference on choice demotivation in the car-buying process. Topics in the paper include the importance of order and variety in sequential choice, emotional energy, and consumer willingness to pay. Two field experiments at an Audi car dealership are discussed as well.

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ACR North American Advances

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