Traditional behavioral research has focused on the consumer product acquisition process from a product or brand perspective. As such, other elements of the choice process, and their order of occurence (and hence, importance) prior to actual product acquisition, have not been acknowledge and investigated completely by marketing researchers. This article proposes a framework depicting the consumer choice process as more than a "product-centered" phenomenon. The article concludes with the results of an exploratory study, which indicate that the nature of the consumer choice process does vary across products and within products across individuals.
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