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journal article The Consumer and His Alternatives: An Experimental ApproachJournal of Marketing Research Vol. 3, No. 1 (Feb., 1966) , pp. 62-67 (6 pages) Published By: Sage Publications, Inc. https://doi.org/10.2307/3149436 https://www.jstor.org/stable/3149436 Read and download Log in through your school or library Alternate access options For independent researchers Read Online Read 100 articles/month free Subscribe to JPASS Unlimited reading + 10 downloads Purchase article $41.50 - Download now and later Abstract Results of two laboratory experiments indicate that the number of choices involved in a purchase decision influences the consumer's decision process. The Taylor experiment suggests that as the number of items involved in the decision increases, the consumer becomes less sensitive to changes in these items. The Anderson experiment suggests that consumers will experience a greater degree of dissonance reduction, the greater the number of items in the decision. Journal Information JMR publishes articles representing the entire spectrum of research in marketing, ranging from analytical models of marketing phenomena to descriptive and case studies. Publisher Information Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. A growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Principal offices are located in Los Angeles, London, New Delhi, Singapore, Washington DC and Melbourne. www.sagepublishing.com Rights & Usage This item is part of a JSTOR Collection. Recommended textbook solutions
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Consumer Behavior: Buying, Having, and Being, Global Edition12th EditionMichael R Solomon 245 solutions Which type of motivational conflict must a consumer choose between two attractive alternatives?Approach/Approach conflicts.
A consumer who must choose between two attractive alternatives faces approach-approach conflict. The more equal this attraction, the greater the conflict.
What type of conflict exists when both options are not desirable?Avoidance-Avoidance: conflict occurs when a person is faced to choose between two equally undesirable choices, both of which carry negative outcomes.
What type of conflict exists when we desire?Chapter 4 Introduction to Consumer Behavior. Which term is often used interchangeably with the term motivation group of answer choices personality emotion need perception feeling?Need is often used interchangeably with the term “motivation".
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In which type of motivational conflict must a consumer choose between two attractive alternatives group of answer choices?
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