Conference proceeding
There Is More to Planned Purchases Than Knowing What You Want: Dynamic Planning and Learning in a Repeated Multi-Store Price Search Task
Advances in Consumer Research, Vol.37
01 Jan 2010
Abstract
This research investigates consumer planning in a repeated multi-store price search task. Planning is defined as developing procedures for the accomplishment of an objective before the commencement of the task. We showed in two simulated shopping experiments that consumers often fail to plan optimally and do not appreciate the value of early learning. Fortunately, given the metacognitive nature of planning, consumers are able to transfer their planning to a different context successfully. Finally, having consumers explicitly verbalize their plans at a "deep" level helps them perform better by making them focus on strategy-oriented metacognitive processes.
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Details
- Title
- There Is More to Planned Purchases Than Knowing What You Want: Dynamic Planning and Learning in a Repeated Multi-Store Price Search Task
- Creators
- Yanliu HuangWes Hutchinson
- Publication Details
- Advances in Consumer Research, Vol.37
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Marketing
- Identifiers
- 991020545235904721