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

  • Author / Creator
    Li, Lianhua
  • 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.

  • Subjects / Keywords
  • Graduation date
    Fall 2013
  • Type of Item
  • Degree
    Doctor of Philosophy
  • DOI
  • License
    This thesis is made available by the University of Alberta Libraries with permission of the copyright owner solely for non-commercial purposes. This thesis, or any portion thereof, may not otherwise be copied or reproduced without the written consent of the copyright owner, except to the extent permitted by Canadian copyright law.