The effect of decision order on purchase quantity decisions

The effect of decision order on purchase quantity decisions

By
Stephen M. Nowlis, Ravi Dhar, Itamar Simonson
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.