Download the full-sized PDF of The Role of Antecedent Volition on Consumer Evaluative Processes and Choice BehaviorDownload the full-sized PDF



Permanent link (DOI):


Export to: EndNote  |  Zotero  |  Mendeley


This file is in the following communities:

Graduate Studies and Research, Faculty of


This file is in the following collections:

Theses and Dissertations

The Role of Antecedent Volition on Consumer Evaluative Processes and Choice Behavior Open Access


Other title
Goal-based Choice
Antecedent Volition
Prospect Theory
Context-dependent Choice
Replacement Decision
Choice Set Formation
Type of item
Degree grantor
University of Alberta
Author or creator
Li, Lianhua
Supervisor and department
Argo, Jennifer (Faculty of Business)
Swait, Joffre (School of Business, University of Technology, Sydney)
Examining committee member and department
Fisher, Robert (Faculty of Business)
Feinberg, Fred (Ross School of Business, University of Michigan)
Adamowicz, Wiktor (Department of Resource Economics and Environmental Sociology)
Finn, Adam (Faculty of Business)
Ma, Yu (Faculty of Business)
Faculty of Business
Date accepted
Graduation date
Doctor of Philosophy
Degree level
Antecedent volition, such as participation strategies, goals, mindsets and information processing modes, has been shown to influence consumer evaluative processes and choice in consumer behavior literature. However, these forms of pre-evaluation volition have been ignored in the quantitative modeling of consumer choice. Ignoring them may lead to inaccurate predictions and loss of insight into consumer behavior that might help formulate innovative marketing strategies. This thesis aims to explicitly incorporate antecedent volition into the modeling of consumer decision-making processes. Specifically, I focus on two forms of antecedent volition, participation strategy and goals. Accordingly, this thesis consists of two essays. The first essay examines the possibility that individuals first formulate a strategy on whether to engage in a decision (i.e., is this decision relevant to me?) prior to evaluating presented options. The second essay investigates, assuming volition to engage in a decision, situations in which multiple goals simultaneously guide evaluative processes. In each essay, a new choice model is developed that explicitly incorporates the corresponding form of antecedent volition (participation strategy or goals) into the model specification. Employing these models, I find empirical evidence that both forms of the antecedent volition not only influence but also are influenced by the evaluation of product assortment provided in decision context. It is also found that accounting for these forms of pre-evaluation volition is likely to produce more reliable predictions on Willingness To Pay for product attribute changes. Other managerial implications about allowing for these forms of antecedent volition are also discussed in the thesis, such as improving targeting, positioning and advertising strategies.
Permission is hereby granted to the University of Alberta Libraries to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly or scientific research purposes only. Where the thesis is converted to, or otherwise made available in digital form, the University of Alberta will advise potential users of the thesis of these terms. The author reserves all other publication and other rights in association with the copyright in the thesis and, except as herein before provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatsoever without the author's prior written permission.
Citation for previous publication

File Details

Date Uploaded
Date Modified
Audit Status
Audits have not yet been run on this file.
File format: pdf (Portable Document Format)
Mime type: application/pdf
File size: 1741456
Last modified: 2015:10:12 16:00:15-06:00
Filename: Li_Lianhua_Fall 2013.pdf
Original checksum: 3cd72b8da2c8af5b49c33ec18a5efbb0
Well formed: true
Valid: true
File author: School of Business
Page count: 145
File language: en-US
Activity of users you follow
User Activity Date