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Cited by 776Decision-Making and Behavioral EconomicsConsumer Market Behavior and PricingConsumer Behavior and Marketing Influence

An Examination of Consumer Decision Making for a Common Repeat Purchase Product

Hoyer, Wayne D.·1984·Journal of Consumer Research
DOI 10.1086/209017
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Abstract

Despite the large amount of theory and research on consumer choice, current understanding is still at a less than desirable level—especially in the cases where involvement with or importance of the choice is low and the product is purchased frequently. The present paper provides a view of decision making based on the notion that consumers are not motivated to engage in a great deal of in-store decision making at the time of purchase when the product is purchased repeatedly and is relatively unimportant. As a result, consumers tend to apply very simple choice rules or tactics that provide a satisfactory choice while allowing a quick and effortless decision. An empirical test of this proposition is provided and implications are discussed.

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Crossref · 10.1086/209017

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  • The likelihood of engaging in the same behavior in the next period increases if the consumer chose that behavior in the most recent time period and has a high overall rate of the past behavior.

    “The likelihood of engaging in the same behavior in the next period increases if the consumer (a) chose that behavior in the most recent (immediately preceding) time period, and (b) has a high overall rate , or frequency, of the past behavior.”

    From On or Off Track: How (Broken) Streaks Affect Consumer Decisions (2023) · cites this paper as Hoyer 1984

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Authors
Hoyer, W. D.
Corresponding author
Hoyer, Wayne D.
Venue
Journal of Consumer Research
Publisher
Oxford University Press (OUP)
Published
1984-12
Volume
11
Issue
3
Pages
822
ISSN
  • 0093-5301 (ISSN-L)
  • 1537-5277
DOI
10.1086/209017
OpenAlex
W2058990455
Cited by
776
References
0
Citations by year
2026: 20 · 2025: 14 · 2024: 27 · 2023: 28 · 2022: 26 · 2021: 27 · 2020: 29 · 2019: 28 · 2018: 42 · 2017: 35 · 2016: 43 · 2015: 36 · 2014: 38 · 2013: 48 · 2012: 33
FWCI
2.08
Type
journal article
Language
en
Open access
closed
Locations
Journal of Consumer Research (publishedVersion)
Topics
  • Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords
purchase decision, repeat purchase, choice rules, low-involvement products

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