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Task Complexity and Contingent Processing in Brand Choice

Denis A. Lussier and Richard W. Olshavsky
Journal of Consumer Research
Vol. 6, No. 2, Special Issue on Consumer Decision Making (Sep., 1979), pp. 154-165
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2488872
Page Count: 12
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Task Complexity and Contingent Processing in Brand Choice
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Abstract

Further evidence is presented that brand choice strategy is contingent upon task complexity. When three brands were presented, subjects used a compensatory strategy. When more than three brands were presented, subjects first eliminated unacceptable alternatives using a noncompensatory strategy and then evaluated the remaining alternatives using a compensatory process.

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