Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/13212
Title: THE MALLEABILITY OF CONSUMER BEHAVIOR - EXPERIMENTAL STUDIES OF PRESENTATION FORMATS ON CONSUMER CHOICE AND PERCEPTION
Authors: LAI YEE LIN
Keywords: opt-in, opt-out, consumer choice, animation, utilitarian, hedonic
Issue Date: 24-Mar-2008
Source: LAI YEE LIN (2008-03-24). THE MALLEABILITY OF CONSUMER BEHAVIOR - EXPERIMENTAL STUDIES OF PRESENTATION FORMATS ON CONSUMER CHOICE AND PERCEPTION. ScholarBank@NUS Repository.
Abstract: One of the significant contributions to the field of behavioral decision research stems from the notion of constructed preferences - a conception that consumer preferences are not well defined, but formulated in the process of making a choice. This constructive perspective suggests that different contexts and tasks can highlight different characteristic of an option, instigating consumers to deliberate on different considerations that lead to seemingly inconsistent decisions (Bettman, Luce and Payne, 1998). With the Internet revolution, the new epoch in which the online environment is gradually assimilated into our everyday lives has seen a spawn of novel factors that will contribute to the diversity of behavioral contexts. Specifically, we delve into how presentation formats, facilitated with the advancement of technology, are adept in stimulating various circumstances for consumer behavior.
URI: http://scholarbank.nus.edu.sg/handle/10635/13212
Appears in Collections:Ph.D Theses (Open)

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