Article ID: | iaor20083256 |
Country: | United States |
Volume: | 21 |
Issue: | 4 |
Start Page Number: | 109 |
End Page Number: | 120 |
Publication Date: | Aug 2007 |
Journal: | Journal of Travel & Tourism Marketing |
Authors: | Timmermans Harry, Borgers Aloys, Arentze Theo, Middelkoop Manon van |
Keywords: | decision: studies, decision: applications |
This article discusses an alternative approach in analyzing and modelling consumer decision processes: decision tables. Decision tables represent means of formalizing choice rules or heuristics. The focus of this approach thus is not on quantitative, probabilistic relationships between a set of explanatory variables and choice probabilities but on a set of conditions and states that lead to particular actions. Decision tables have therefore been primarily used in the context of rule-based simulation models of consumer choice behaviour.