Watching Customers Decide: Process Measures Add Insights to Choice Modeling Experiments

Eric J. Johnson
Robert J. Meyer
Bruce G.S. Hardie
Paul Anderson

Marketing Research
Volume 9, Number 4
Winter 1997


Although multi-attribute choice and judgment models have been used to support the product design decisions of firms in a wide variety of industries, their application nevertheless comes with a couple of important caveats. First, some argue that most modeling approaches are limited in their ability to provide detailed insights into how consumers are actually processing product attribute information when making choices. Second, current methods do little to mitigate the natural hesitation by most managers to make high-stakes decisions on the basis of a single data source. One methodology -- process-assisted choice modeling -- addresses both these concerns. A case study of how PACMod might be applied is presented.