Modelling Consumer Decision States

本研究将研究随着产品/类别的成熟，消费者决策状态的演变，并研究如何开发选择实验来预测新产品的选择。技术的发展使得通过信息加速的过程将大量的被调查者暴露在选择实验中成为可能。提出了一种纵向实验方法来监测消费者对一种成熟产品和两种新产品的意识、考虑和选择。这将允许开发模型，考虑到消费者通过决策状态的不同速度，从而改进对新产品试用和采用的预测。

This research will examine the evolution of consumer decision states as products/categories mature and investigate how choice experiments can be developed to predict new product choices. Technological developments have made it feasible to expose large numbers of respondents to choice experiments enhanced with a process of Information Acceleration. A longitudinal experimental approach is proposed that monitors consumers' awareness, consideration and choice for one mature and two new products. This will allow for the developing of models that take into account the different rates at which consumers progress through decision states, leading to improved forecasts of new product trial and adoption.