Current Search: Consideration Set (x)
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- Title
- TWO ESSAYS ON SCREENING STRATEGIES.
- Creator
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Ganesh Pillai, Rajani, Xin He, Raj Echambadi, University of Central Florida
- Abstract / Description
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Consumers form consideration sets by screening from all available alternatives. Consumers typically utilize one of two types of screening strategies: an exclusion screening strategy wherein alternatives not worthy of further consideration are rejected or an inclusion strategy wherein worthy alternatives are selected for further evaluation. Extant literature has documented the important role played by screening strategies in decision making. However, there is very limited understanding of when...
Show moreConsumers form consideration sets by screening from all available alternatives. Consumers typically utilize one of two types of screening strategies: an exclusion screening strategy wherein alternatives not worthy of further consideration are rejected or an inclusion strategy wherein worthy alternatives are selected for further evaluation. Extant literature has documented the important role played by screening strategies in decision making. However, there is very limited understanding of when and why consumers may employ one screening strategy over the other as well the impact of the screening strategy for decision accuracy. This dissertation attempts to study the antecedent and consequence of screening strategies. Essay 1 in this dissertation, investigates the role of consumers' perceived uncertainty on the choice of screening strategy. Four studies in this essay show that when consumers are highly uncertain they are more likely to choose exclusion screening strategy; whereas when they are less uncertain they are more likely to use inclusion screening. Mediation analyses in Studies 1 and 2 show that the choice of screening strategy is primarily driven by perceived accuracy of the strategy. Study 3 demonstrates that the effect of uncertainty on the choice of screening strategy is moderated by consideration set size. When uncertain consumers form smaller sets they are more likely to use exclusion screening, but this relationship flips when they form larger consideration sets. Finally, external validity for the relationship between uncertainty and choice of screening strategy is demonstrated in Study 4 using the popular TV game show Who Wants to be a Millionaire? Essay two in this dissertation, investigates the role of perceived uncertainty and consideration set size on the relationship between screening strategy and objective accuracy of the decision. Utilizing an experimental study with an actual choice task, I demonstrate that perceived uncertainty moderates the screening strategy-decision accuracy relationship. Further, this interactive relationship is contingent on consideration set sizes. Whereas consumers with high perceived uncertainty make higher quality decisions with inclusion while forming smaller consideration sets, their decision quality is higher with exclusion when forming larger sets. Likewise, while consumers with low perceived uncertainty make more accurate decisions with exclusion when forming smaller sets, the accuracy of their decisions increases with inclusion when forming larger sets. This dissertation contributes to literature on screening strategies by explicating perceived uncertainty as a critical factor that leads to consumers preferring one screening strategy versus the other. Furthermore, it adds to our understanding of an important consequence of using screening strategies decision accuracy.
Show less - Date Issued
- 2009
- Identifier
- CFE0002927, ucf:48001
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0002927
- Title
- TWO ESSAYS ON SATISFACTION.
- Creator
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BINDROO, VISHAL, ECHAMBADI, RAJ, University of Central Florida
- Abstract / Description
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This dissertation consists of two essays that study the relevant boundary conditions to the relationship between the customer satisfaction and loyalty. Retaining current customers is critical to a firm's performance and has been well-established in the literature. Extant literature tells us that loyal customers are typically less price sensitive, spend more than non-loyal customers, less expensive to retain, and more importantly, provide new referrals through positive word of mouth. In...
Show moreThis dissertation consists of two essays that study the relevant boundary conditions to the relationship between the customer satisfaction and loyalty. Retaining current customers is critical to a firm's performance and has been well-established in the literature. Extant literature tells us that loyal customers are typically less price sensitive, spend more than non-loyal customers, less expensive to retain, and more importantly, provide new referrals through positive word of mouth. In the first essay, drawing from decision justifiability theory, I posit that consideration set size and price-consciousness moderate the relationship between satisfaction and loyalty. At higher levels of consideration set sizes, the positive relationship between satisfaction and loyalty is likely to be weakened. However, this two-way interaction effect is seen to impact high and low price-conscious consumers differently. Specifically, I show that satisfied, low price-conscious consumers with higher consideration set sizes will be more loyal vis-a-vis high price-conscious consumers with similar satisfaction levels and set sizes. These theoretical hypotheses are tested in four separate studies. Specifically, I use secondary data and three experimental studies. All my hypotheses including the mediating role of decision justifiability are supported. The second essay investigates the role of satisfaction on loyalty intentions for firms that offer both the product and the product-related augmented services. In the industry that I studied for this question, buying a product requires an extraordinarily high capital outlay; however, the profitability of the firm is dependent on the services offered to the customers. The services market is a very competitive market as well in this industry. So, how should a firm manage this portfolio that includes both products and services? I draw and extend the consumption system model proposed by Mittal, Kumar and Tsiros (Journal of Marketing, 1999). Specifically, I propose a curvilinear relationship for both product and services satisfaction on loyalty intentions and posit synergistic interactions between them. I test this model using longitudinal data spanning five years across multiple countries that were obtained from a multinational company. Analyses reveal support for the proposed hypotheses.
Show less - Date Issued
- 2009
- Identifier
- CFE0002768, ucf:48114
- Format
- Document (PDF)
- PURL
- http://purl.flvc.org/ucf/fd/CFE0002768