Modelling Consumer Decision States

消费者决策状态建模

• 批准号: DP0450910
• 负责人: Prof Harmen Oppewal
• 金额: $ 10.76万
• 依托单位: Monash University
• 依托单位国家: 澳大利亚
• 项目类别: Discovery Projects
• 财政年份: 2004
• 资助国家: 澳大利亚
• 起止时间: 2004-01-01 至 2008-12-31
• 项目状态: 已结题
• 来源: https://dataportal.arc.gov.au/RGS/Web/Grants/DP0450910
• 关键词: Modelling; Consumer; Decision; States

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.

本研究将探讨消费者决策状态的演变，产品/类别成熟，并探讨如何选择实验可以开发预测新产品的选择。技术的发展使得让大量受访者接受通过信息加速过程增强的选择实验成为可能。提出了一种纵向实验方法，监测消费者对一种成熟产品和两种新产品的认知、考虑和选择。这将允许开发考虑到消费者通过决策状态的不同速度的模型，从而改善对新产品试用和采用的预测。