| Descript |
255 p |
| Note |
Source: Dissertation Abstracts International, Volume: 68-12, Section: A, page: 5142 |
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Adviser: Naresh K. Malhotra |
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Thesis (Ph.D.)--Georgia Institute of Technology, 2007 |
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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 |
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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 |
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School code: 0078 |
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DDC |
| Host Item |
Dissertation Abstracts International 68-12A
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| Subject |
Business Administration, Marketing
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Health Sciences, Health Care Management
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0338
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0769
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| Alt Author |
Georgia Institute of Technology
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