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Author King, Tracey M
Title Consumer decisions in a complex world: Measurement concerns, scale development, and validation in a healthcare context
book jacket
Descript 255 p
Note Source: Dissertation Abstracts International, Volume: 68-12, Section: A, page: 5142
Adviser: Naresh K. Malhotra
Thesis (Ph.D.)--Georgia Institute of Technology, 2007
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
School code: 0078
Host Item Dissertation Abstracts International 68-12A
Subject Business Administration, Marketing
Health Sciences, Health Care Management
Alt Author Georgia Institute of Technology
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