Consumers’ Decision Plans and Subsequent Choice Behavior

A decision plan net is developed as an alternative method to existing individual choice prediction methods and is examined against these three major factors in a home purchase situation.

Abstract

Three major factors are proposed as affecting a choice prediction method's (model's) immediate use by practitioners. These factors are predictive capability, input required, and interpretation task complexity. A decision plan net is developed as an alternative method to existing individual choice prediction methods and is examined against these three major factors in a home purchase situation. Inferences are drawn concerning specific marketing applications of a decision plan net.