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Document 1 of 1 Tunnel Vision: Local Behavioral Influences on Consumer Decisions in Product Search Author: Häubl, Gerald; Dellaert, Benedict G C; Donkers, Bas ProQuest document link Abstract: We introduce and test a behavioral model of consumer product search that extends a baselinenormative model of sequential search by incorporating nonnormative influences that are local in the sense thatthey reflect consumers' undue sensitivity to recently encountered alternatives. We propose two types of suchlocal behavioral influences that, at each stage of a search process, can manifest themselves both in which ofthe products inspected up to that point is deemed to be the most preferred one (the product comparisondecision) and whether to terminate the search at that stage (the stopping decision). The first of these influencesis that consumers respond excessively to the attractiveness of the currently inspected product, at the expenseof all others ("focalism"). The second proposed behavioral influence is that consumers overreact to thedifference in attractiveness between the current product and the one encountered just prior to it ("localcontrast"). Converging evidence from two experiments, which combine to guarantee both high internal and highexternal validity, provides support for the proposed behavioral influences. Our findings demonstrate thatconsumers' product comparison and stopping decisions in sequential product search are jointly governed bynormative principles and by the proposed local behavioral influences. [PUBLICATION ABSTRACT] Subject: Product choice; Behavioral decision theory; Studies; Decision making; Classification: 7100: Market research; 9130: Experiment/theoretical treatment; 2600: Managementscience/operations research Publication title: Marketing Science Volume: 29 Issue: 3 Pages: 438-455,580-582 Number of pages: 21 Publication year: 2010 Publication date: May/Jun 2010 Year: 2010 Publisher: Institute for Operations Research and the Management Sciences Place of publication: Linthicum Country of publication: United States Publication subject: Business And Economics--Marketing And Purchasing ISSN: 07322399 CODEN: MARSE5 Source type: Scholarly Journals Language of publication: English Document type: Feature

Document feature: Equations Tables References ProQuest document ID: 521699556 Document URL: http://search.proquest.com/docview/521699556?accountid=61315 Copyright: Copyright Institute for Operations Research and the Management Sciences May/Jun 2010 Last updated: 2014-05-19 Database: ProQuest Psychology Journals

BibliographyCitation style: Harvard - British Standard

GERALD HÄUBL, BENEDICT, G.C.D. and DONKERS, B., 2010. Tunnel Vision: Local Behavioral Influences onConsumer Decisions in Product Search. Marketing Science, 29(3), pp. 438-455,580-582.

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