Dvd Player

Decision States for Purchasing a DVD Player: A Preliminary Study
David Waller, University of Technology, Sydney
Paul Wang, University of Technology, Sydney
Harmen Oppewal, Monash University
Mark Morrison, Charles Sturt University
Cam Rungie University of South Australia
Jordan Louviere, University of Technology, Sydney
Tim Devinney, Australian potassium alum School of Management
Abstract
Consumers go through a series of states as they work up from becoming aware of a new
product category, or product offering, to making a final purchase decision. This paper
presents preliminary exam results of a study into the relationship between these decision states and
leaf blade choice in the DVD player category. Using a multinomial logit formulation we model
survey responses from 1336 people as a function of consumer decision states indicators,
product features and tuition channel use.
tonality words: Choice models, new product adoption, consumer information processing,
information acceleration, decision states.




Introduction
It is commonly understood in marketing that consumers progress through a series of decision
stages or a hierarchical system of decision states associated with the purchase of highinvolvement
products, beginning with awareness, eventually resulting in decisions to
purchase or not (eg, Nicosia 1966; Howard and Sheth 1969; Engel, Blackwell and Kollat
1978; Louviere 1981). These states include: being aware that a category/class of choice
options exists; having an impression nearly choice options (generally, their features or
attributes) that leads to some level of interest (or lack of interest) in a category/class and/or
brands; being capable of playing on awareness, impressions and interest; deciding whether to
act/choose now, check off or never choose; and deciding which one or more options to choose if
deciding to choose now.
An understanding of the conglomerate decision states and the factors that influence them are vital
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