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The relevance of judgment and decision making research for marketing: Introduction to the special issue

University of Leeds, UK

Research in judgment and decision making (JDM) endeavors to account for the way individuals make complex decisions, such as those consumers make in the marketplace. This complexity is created by the number of options available, the numerous attributes on which options can be evaluated, and the difficulty of making tradeoffs between these attributes. This article addresses some of the strategies, both functional and dysfunctional, that people adopt to cope with this complexity. It goes on to describe the most recent contributions of JDM researchers to the practice and theory of marketing.

Key Words: consumer choice • decision complexity • judgment and decision-making • trade-off difficulty

Marketing Theory, Vol. 7, No. 1, 5-11 (2007)
DOI: 10.1177/1470593107073841


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