Consideration-set heuristics
Consideration-set heuristics
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DOI：
10.1016/j.jbusres.2014.02.015
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发表时间：
2014-08-01
影响因子：
11.3
通讯作者：
Hauser, John R.
中科院分区：
文献类型：
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作者：
Hauser, John R.
消费者在选择产品时通常首先形成考虑集，然后从考虑过的产品中进行选择。当有许多产品需要筛选（或许多功能需要评估）时，消费者使用“考虑-然后选择”决策过程并使用启发式决策规则来这样做是理性的。管理决策（产品开发、营销传播等）取决于识别消费者启发式考虑规则并对其做出反应的能力。我们提供了管理实例，并回顾了消费者启发式考虑规则的理论和测量的最新技术。贪婪方法、贝叶斯推理、机器学习、激励调整、测量格式和非结构化直接启发的进步使得理解、量化和模拟各种启发式的“是什么”场景变得可行且具有成本效益。这些方法现在适用于广泛的管理问题，包括具有大量产品功能和功能级别的复杂产品类别中的应用。 (C) 2014 Elsevier Inc. 保留所有权利。
Consumers often choose products by first forming a consideration set and then choosing from among considered products. When there are many products to screen (or many features to evaluate), it is rational for consumers-to use consider-then-choose decision processes and to do so with heuristic decision rules. Managerial decisions ( product development, marketing communications, etc.) depend upon the ability to identify and react to consumers' heuristic consideration-set rules. We provide managerial examples and review the state-of-the-art in the theory and measurement of consumers' heuristic consideration-set rules. Advances in greedoid methods, Bayesian inference, machine-learning, incentive alignment, measurement formats, and unstructured direct elicitation make it feasible and cost-effective to understand, quantify, and simulate "what-it" scenarios for a variety of heuristics. These methods now apply to a broad set of managerial problems including applications in complex product categories with large numbers of product features and feature-levels. (C) 2014 Elsevier Inc. All rights reserved.