- The Experience
- The Programs
- Faculty & Research
- Insights
- Accounting
- Big Data
- Career & Success
- Corporate Governance
- Economics
- Education
- Energy & Environment
- Entrepreneurship
- Finance
- Government
- Health Care
- Innovation
- Leadership
- Management
- Marketing
- Nonprofit
- Operations, Information & Technology
- Organizational Behavior
- Political Economy
- Social Impact
- Supply Chain
- Alumni
- Events
The effect of decision order on purchase quantity decisions
The effect of decision order on purchase quantity decisions
Journal of Marketing Research. January
2010, Vol. 47, Issue 4, Pages 725-737
Consumers often resolve tradeoffs in a particular order. For example, when making flavor and size decisions, consumers might first decide which flavors to choose, and then decide.