This study explores how similarity among alternatives and a new information format, branching, af... more This study explores how similarity among alternatives and a new information format, branching, affect consumer choice processes. A branching format organizes real, physically present objects by attribute levels. Thirty-six female consumers made six choices from sets of products in a laboratory setting and provided concurrent verbal protocols. Compared to a brand format, a branching format elicited fewer comparisons, had no effect on cognitive effort other than comparisons, and had no effect on intention to choose the best. Compared to the similar set, the dissimilar set elicited more comparisons, lower levels of other measures of cognitive effort, and less intention to choose the best. These effects of similarity and information format were consistent across the two product classes tested. However, the effects of information format and similarity on comparisons differed from their effects on other measures of cognitive effort.
In studying choice processes, it is generally assumed that the cognitive effort involved has a ma... more In studying choice processes, it is generally assumed that the cognitive effort involved has a major influence on which process a consumer uses. However, a valid measure of such effort is lacking. To analyze convergent validity, discriminant validity, and reliability, several models of cognitive effort are tested using 14 measures. The best-fitting model has three constructs: total cognitive effort, cognitive strain, and time. Predictive validity is also tested. For choices involving a single period of processing, decision time and two verbal protocol measures are recommended. For choices that occur over multiple periods of processing, three self-report items are recommended.
This study explores how similarity among alternatives and a new information format, branching, af... more This study explores how similarity among alternatives and a new information format, branching, affect consumer choice processes. A branching format organizes real, physically present objects by attribute levels. Thirty-six female consumers made six choices from sets of products in a laboratory setting and provided concurrent verbal protocols. Compared to a brand format, a branching format elicited fewer comparisons, had no effect on cognitive effort other than comparisons, and had no effect on intention to choose the best. Compared to the similar set, the dissimilar set elicited more comparisons, lower levels of other measures of cognitive effort, and less intention to choose the best. These effects of similarity and information format were consistent across the two product classes tested. However, the effects of information format and similarity on comparisons differed from their effects on other measures of cognitive effort.
In studying choice processes, it is generally assumed that the cognitive effort involved has a ma... more In studying choice processes, it is generally assumed that the cognitive effort involved has a major influence on which process a consumer uses. However, a valid measure of such effort is lacking. To analyze convergent validity, discriminant validity, and reliability, several models of cognitive effort are tested using 14 measures. The best-fitting model has three constructs: total cognitive effort, cognitive strain, and time. Predictive validity is also tested. For choices involving a single period of processing, decision time and two verbal protocol measures are recommended. For choices that occur over multiple periods of processing, three self-report items are recommended.
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Papers by Elizabeth Cooper-Martin