Elicitation and generation of a script for the acquisition of household appliances within a consumer decision-making context

Abstract

Despite the overwhelming impact of technology on household appliances in recent times, research that intends to explain consumers' choice processes in this regard, is limited. Consumer-decision making models that are generally used to comprehend consumer decision-making and to structure consumer behavior research, do not satisfactorily address the problem because they were never intended to reflect specific purchasing events. In an effort to generate an alternative to traditional consumer decision-making models that would reflect consumers' buying behavior, a project was designed to elicit and organize a script for the acquisition of major household appliances as an example of complex, high risk decisions. Results of this project are discussed.