... Hauser (1992), Silver and Thompson (1991), Robinson (1991) and Fern (1982) suggests the effic... more ... Hauser (1992), Silver and Thompson (1991), Robinson (1991) and Fern (1982) suggests the efficacy of personal interviews compared ... Again, a dual application would be needed, the first to assess the current brand image and the latter to assess an "ideal" product image. ...
Examines the effects of four factors (the bundle: pure or mixed, the price discount, the function... more Examines the effects of four factors (the bundle: pure or mixed, the price discount, the functional complementarity of bundle components, and the number of bundle components) on consumers’ intentions to purchase product and service bundles. The findings were relatively consistent across product (automobile) and service (automotive service) contexts, and illustrate that pure bundles are preferred to mixed bundles, and a greater price discount is preferred to a lesser one. The results also indicate that five component bundles generate greater purchase intention than either three or seven component bundles, and that “very related” bundle components result in greater purchase intention than either moderately or not related components. Additionally, several interactions are present.
Alternative explanations have been offered to explain consumers’ inconsistent preferences in deci... more Alternative explanations have been offered to explain consumers’ inconsistent preferences in decision problems. We present a Dual Process Evaluability Framework (DPEF) which suggests that the characteristics of the decision problem, including response mode, presentation mode, and choice-set structure, are critical to predicting preference reversals related to decisions under risk and uncertainty, over time, and between product assortments, as well as presentation mode reversals involving joint versus separate evaluations, and response mode reversals involving a combination of choice tasks, monetary value tasks, and attractiveness ratings. Our framework, grounded in evaluability theory and dual process models, predicts how these decision problem characteristics directly affect the ease of evaluation of alternatives which subsequently affects the relative dominance of feeling versus calculation in these tasks. Application of DPEF to previously documented preference reversals, complemented by three studies which test new predictions of DPEF, reveals that DPEF provides a parsimonious explanation for a variety of decision anomalies.
... Hauser (1992), Silver and Thompson (1991), Robinson (1991) and Fern (1982) suggests the effic... more ... Hauser (1992), Silver and Thompson (1991), Robinson (1991) and Fern (1982) suggests the efficacy of personal interviews compared ... Again, a dual application would be needed, the first to assess the current brand image and the latter to assess an "ideal" product image. ...
Examines the effects of four factors (the bundle: pure or mixed, the price discount, the function... more Examines the effects of four factors (the bundle: pure or mixed, the price discount, the functional complementarity of bundle components, and the number of bundle components) on consumers’ intentions to purchase product and service bundles. The findings were relatively consistent across product (automobile) and service (automotive service) contexts, and illustrate that pure bundles are preferred to mixed bundles, and a greater price discount is preferred to a lesser one. The results also indicate that five component bundles generate greater purchase intention than either three or seven component bundles, and that “very related” bundle components result in greater purchase intention than either moderately or not related components. Additionally, several interactions are present.
Alternative explanations have been offered to explain consumers’ inconsistent preferences in deci... more Alternative explanations have been offered to explain consumers’ inconsistent preferences in decision problems. We present a Dual Process Evaluability Framework (DPEF) which suggests that the characteristics of the decision problem, including response mode, presentation mode, and choice-set structure, are critical to predicting preference reversals related to decisions under risk and uncertainty, over time, and between product assortments, as well as presentation mode reversals involving joint versus separate evaluations, and response mode reversals involving a combination of choice tasks, monetary value tasks, and attractiveness ratings. Our framework, grounded in evaluability theory and dual process models, predicts how these decision problem characteristics directly affect the ease of evaluation of alternatives which subsequently affects the relative dominance of feeling versus calculation in these tasks. Application of DPEF to previously documented preference reversals, complemented by three studies which test new predictions of DPEF, reveals that DPEF provides a parsimonious explanation for a variety of decision anomalies.
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Papers by Robin Coulter