Revisiting Russo and Leclerc
Pages 389 - 392
Abstract
In this paper, we revisit a seminal research contribution by Russo and Leclerc [1994], which identified three stages of the consumer choice process; (1) orientation, (2) evaluation, and (3) verification. Their three stage model broke with previous research favoring two stage models and it disconfirmed the models of planned analysis of choice in favor of an adaptive and constructive process [Wedel and Pieters 2008]. The aim of this paper is to replicate the original study by Russo and Leclerc [1994] to better understand the characteristics of the different stages of the consumer choice process. We argue that such a replication is needed due to the advancements in the technology of eye-tracking during the last 15 years and the detrimental effects of think-aloud protocols. In general, our replication of the research by Russo and Leclerc [1994] confirms the three stage model they suggested by, but we identify some noteworthy differences regarding the time it takes to make a decision and the mean observation time in the three stages.
References
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Henderson, J. M. 2003. Human gaze control during real-world scene perception. Trends in cognitive sciences 7, 11 (11), 498--504.
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Howard, J. A., and Sheth, J. N. 1969. The Theory of Buyer Behavior, vol. 35. New York: John Wiley.
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Jarbus, A. L., Haigh, B., and Riggs, L. A. 1967. Eye movements and vision. Plenum, New York. A. L. Yarbus; transl. from Russian by B. Haigh; transl. ed. L. A. Riggs.
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Russo, J. E., and Leclerc, F. 1994. An eye-fixation analysis of choice processes for consumer nondurables. Journal of Consumer Research 21(2), 274--290.
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Published In
March 2012
420 pages
ISBN:9781450312219
DOI:10.1145/2168556
- Conference Chairs:
- Carlos H. Morimoto,
- Howell Istance,
- Editor:
- Stephen N. Spencer,
- Program Chairs:
- Jeffrey B. Mulligan,
- Pernilla Qvarfordt
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Published: 28 March 2012
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