Get Closer to Your Customers by Understanding How They Make Choices

Peters Thomas J. Waterman Robert H. Jr. , In Search of Excellence: Lessons from America's Best Run Companies, (New York. NY: Harper & Row, 1982).

American Supplier Institute, Quality Function Deployment, Version 2.1, Dearborn. MI.

Payne John W. Bettman James R. Johnson Eric J. , “Behavioral Decision Research: A Constructive Processing Perspective,” Annual Review of Psychology, 43 (1992): 87–131.

See, e.g., Green Paul E. Srinivasan V. , “Conjoint Analysis in Marketing Research: New Developments and Directions,” Journal of Marketing, 54 (October 1990): 3–19.

Huber Joel Payne John W. Puto Christopher , “Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis,” Journal of Consumer Research, 9 (June 1982): 90–98.

Simonson Itamar Tversky Amos , “Choice in Context: Tradeoff Contrast and Extremeness Aversion,” Journal of Marketing Research, 29 (August 1992): 281–295.

Simonson Itamar , “The Effect of Buying Decisions on Consumers' Assessments of Their Tastes” Marketing Letters, 2/1 (1991): 5–14.

Dhar Ravi Simonson Itamar , “The Effect of the Focus of Comparison on Consumer Preferences,” Journal of Marketing Research, 29 (November 1992): 430–440.

Simonson Itamar Nowlis Stephen Lemon Kay , “The Effect of Local Consideration Sets on Global Choice Between Lower Price and Higher Quality,” Marketing Science (in press).

Simonson Tversky , op. cit.

Simonson Nowlis Lemon , op. cit.

Simonson Itamar , “The Influence of Anticipating Regret and Responsibility on Purchase Decisions,” Journal of Consumer Research, 19/1 (1992): 105–118.

Levin Irwin P. Gaeth Gary J. , “How Consumers are Affected by the Framing of Attribute Information Before and After Consuming the Product,” Journal of Consumer Research, 15/3 (1988): 374–378.

Kahneman Daniel Tversky Amos , “Choices, Values, and Frames,” American Psychologist, 39/4 (1984): 341–350.

Thaler Richard H. , “Mental Accounting and Consumer Choice,” Marketing Science, 4 (1985): 199–214.

Simonson Itamar , “The Effect of Purchase Quantity and Timing on Variety-Seeking Behavior,” Journal of Marketing Research, 17 (May 1990): 150–162.

Simonson Itamar Winer Russell S. , “The Influence of Purchase Quantity and Display Format on Consumer Preference for Variety.” Journal of Consumer Research, 19/1 (1992): 133–138.

Simonson Itamar Carmon Ziv O'Curry Suzanne , “Experimental Evidence on the Negative Effect of Product Features and Sales Promotions on Brand Choice,” Marketing Science (in press).

Simonson Itamar Nowlis Stephen Simonson Yael , “The Effect of Irrelevant Preference Arguments on Consumer Choice,” Journal of Consumer Psychology (in press).

Griffin Abbie Hauser John R. , “The Voice of the Customer.” Marketing Science, 12/1 (1993): 1–27

Glazer Rashi Simonson Itamar , “Context Effects in Group and Individual Managerial Decision Making,” working paper, Haas School of Business, University of California, Berkeley, CA (1992).

“Irrational” influences can be loosely defined as influences that appear inconsistent with the assumption that consumers know what they want and choose the alternatives that offer them the highest values.