Agendas and Consumer Choice

Abstract

An agenda (either implicit or imposed) is a set of constraints on the order of selecting or eliminating choice alternatives. It can be “top down,” “bottom up” (as a tournament), or more general. The author's analytic results identify which probabilistic choice rules are affected by agendas and when they are affected. The results also illustrate how agendas might be used to enhance target products. Examples and behavioral hypotheses are provided and the implications of the results for marketing management are discussed.

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