Your status: not signed in. [ Crouching Confusion, Hidden Hassles
Spotting and managing market barriers to new-to-market technologies
Consumers make choices using a mental model that typically includes both explicit and implicit perceptions of benefits, costs, and uncertainties Researchers often use choice-based methods to partially deconstruct these mental models; to make mathematically explicit the implicit assignment of benefit and cost that each of us makes in our mind regarding specific aspects of a purchase decision. The model is inferred because most of us can’t articulate that mental model with any precision.
Our reliance on choice-based approaches, as accepted as they are, can sometimes lull us into forgetting that, beyond the explicit benefits and costs typically represented in choice modeling research, other conditioning factors can influence consumer choice.
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