She reviews her relative preference for these diverse features, and chooses the model that gives her the best combination of the desired features. The models also vary on wake-to-music or to-alarm feature, top-mounted versus side controls, push-button versus rotary or sliding switches, lighted alarm-set indicator, automatic FM frequency control, the type of wood grain finish, and the price. Some have a battery back-up, others don't.
Some models have a snooze-alarm control feature, some don't. She inspects several models, noticing many differences among them. Data from an experimental study based on advertising stimuli for hypothetical brands in four product categories are utilized to empirically test the proposed concepts and their interrelationships.Ĭonsider a consumer buying an alarm clock radio. This construct is contrasted with the conventional "information processing mode." The two concepts are then set in a context marked by the consumer involvement in a brand-decision task and potential 'expressiveness' of products. The concept of Affective Choice Mode is developed to reflect decision processes for highly involving products that do not lend themselves to extensive information processing. Allen and Deborah Roedder John, Provo, UT : Association for Consumer Research, Pages: 256-263.Īdvances in Consumer Research VolPages 256-263Ī STUDY OF THE CONCEPT OF AFFECTIVE CHOICE MODE FOR CONSUMER DECISIONS Data from an experimental study based on advertising stimuli for hypothetical brands in four product categories are utilized to empirically test the proposed concepts and their interrelationships.īanwari Mittal (1994) ,"A Study of the Concept of Affective Choice Mode For Consumer Decisions", in NA - Advances in Consumer Research Volume 21, eds.
ABSTRACT - The concept of Affective Choice Mode is developed to reflect decision processes for highly involving products that do not lend themselves to extensive information processing.
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