Journal article
The evaluation stage in marketing decision making
Journal of the Academy of Marketing Science, Vol.20(2), pp.177-187
04/01/1992
DOI: 10.1007/BF02723457
Abstract
Prior to making important decisions, marketing managers go through an evaluation process in which available alternatives are compared. Yet, no systematic discussion of the evaluation process exists in the marketing literature. This article reviews the marketing and behavioral decision theory literature in order to identify factors that may cause errors in the two fundamental elements of the evaluation process—the estimation of probabilities and the determination of the value of outcomes. Propositions are developed that specify circumstances in which marketing management decisions may be influenced by judgmental biases, and procedures are identified for debiasing such judgments.
Details
- Title: Subtitle
- The evaluation stage in marketing decision making
- Creators
- John C. Mowen - Oklahoma State UniversityGary J. Gaeth - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Journal of the Academy of Marketing Science, Vol.20(2), pp.177-187
- DOI
- 10.1007/BF02723457
- ISSN
- 0092-0703
- eISSN
- 1552-7824
- Number of pages
- 11
- Language
- English
- Date published
- 04/01/1992
- Academic Unit
- Marketing
- Record Identifier
- 9984962553402771
Metrics
2 Record Views