Valet är ditt - Konsumentbeslut baserade på sekventiell produktinformation

Sammanfattning: Research has shown that our numbers of choices are constantly increasing. In this paper, we investigate the choice-making process further with regard to satisfaction, recommendation propensity, confidence, and preference. The study focuses on two fitness clubs where product information is provided sequential to the participant. We examine if consumers who maintain their choice tend to be more satisfied with their choice and more willing to recommend the choice to a friend. If they are, why is this? We found that the participants who changed their choice claimed to be less satisfied and had less propensity to recommend the choice to a friend. Surprisingly, the reason why they were less satisfied and less willing to recommend the choice to a friend was not because of the change itself. It turned out that the participants, already after the initial choice, were less satisfied and less willing to recommend the choice to a friend.