Title:
Consumer decisions in a complex world: measurement concerns, scale development, and validation in a healthcare context
Consumer decisions in a complex world: measurement concerns, scale development, and validation in a healthcare context
Author(s)
King, Tracey Marie
Advisor(s)
Malhotra, Naresh K.
Editor(s)
Collections
Supplementary to
Permanent Link
Abstract
Part one provides a literature review on the development of attitude theory in marketing research and addresses concerns regarding the effects of common method variance (CMV) in published studies based on the reasoned-action paradigm of consumer behavior and decision making. The results of a marker-variable analysis, logit analysis, and reanalysis of path estimates support the validity of self-report survey research designs.
Part two employs a survey design to develop and validate a scale to measure a consumer s tendency to use a complex decision style (CDS) in conceptualizing and negotiating high-stakes decision situations. Drawing from literature on cognitive style theory and complexity science, a complex approach to decision making is characterized as being complexity-focused; decision makers tend to rely more heavily on strategies such as collaborating with others and integrating a variety of information. The CDS scale is also applied within a conceptual model of choice of elective healthcare treatment, specifically, women s decisions regarding the use of hormone therapy, commonly referred to as HRT.
Sponsor
Date Issued
2007-11-14
Extent
Resource Type
Text
Resource Subtype
Dissertation