Modelling Consumer Decision States

这项研究将考察随着产品/类别的成熟，消费者决策状态的演变，并研究如何发展选择实验来预测新产品的选择。技术的发展使得让大量受访者参与通过信息加速过程得到加强的选择实验成为可能。提出了一种纵向实验方法，监测消费者对一个成熟产品和两个新产品的认知、考虑和选择。这将允许开发考虑到消费者在决策状态中进步的不同速度的模型，从而提高对新产品试验和采用的预测。

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.