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A Protocol Analysis of Brand Choice Strategies Involving Recommendations
1987
Journal of Consumer Research
Subjects completed a purchase decision under a computer-controlled laboratory simulation that enabled acquisition of both attribute-value and recommendation information from five sources. Analysis of subjects' acquisitions and recorded statements during the decision process offered support for the existence of unique decision strategies for situations involving availability of both kinds of information. Based on the manner in which recommendation information was used, these strategies were
doi:10.1086/209126
fatcat:i7n4nezpg5fatpf6ikq7i7fwhi