Capturing heterogeneous decision making processes: the case with the E-book reader market

Consumer decision-making within a specific product category can take many forms. This study investigates the individual-specific transferal processes in new product adoption through cognitive, affective, and conative stages.

Introduction

Understanding of the impact of communication messages on consumers' purchase decision-making has long been an important research topic in the marketing field. Since the pioneering study that introduced the hierarchy of effect model by Lavidge and Steiner (1961), the hierarchy framework has been widely cited and applied in consumer behavior studies. The core of the traditional hierarchy framework is the claim that consumers respond to marketing communication or advertisement in a very ordered way that includes three stages: cognitively ("thinking") first, affectively ("feeling") second, and conatively ("doing") third (Barry & Howard, 1990; Vakratsas & Ambler, 1999). While there is...

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