Task Complexity and Contingent Processing in Brand Choice
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TL;DR
Evidence is presented that brand choice strategy is contingent upon task complexity and that when three brands were presented, subjects used a compensatory strategy.
Abstract
Journal Article Task Complexity and Contingent Processing in Brand Choice Get access Denis A. Lussier, Denis A. Lussier Search for other works by this author on: Oxford Academic PubMed Google Scholar Richard W. Olshavsky Richard W. Olshavsky Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 6, Issue 2, September 1979, Pages 154–165, https://doi.org/10.1086/208758 Published: 01 September 1979 Article history Received: 01 June 1978 Revision received: 01 April 1979 Published: 01 September 1979