Operations, Information and Decisions Papers

Document Type

Journal Article

Date of this Version

12-2008

Publication Source

Marketing Letters

Volume

19

Issue

3

Start Page

241

Last Page

254

DOI

10.1007/s11002-008-9043-4

Abstract

This paper extends the familiar multi-stage framework for choice by explicitly describing the role that goals play at each stage. We first present a typology of goals, ranging from content to process and from immediate to long-term illustrating it in the context of two examples—purchasing a new car and earthquake retrofitting. We then delineate each stage of the choice process based on recent advances from the descriptive literature on the influence of the various goals. Finally, we draw the prescriptive implications as to how goals can inform what we know, or need to know, about the choice process.

Copyright/Permission Statement

The final publication is available at Springer via http://dx.doi.org/10.1007/s11002-008-9043-4

Keywords

goals, choice process, prescription

 

Date Posted: 27 November 2017

This document has been peer reviewed.