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A Graph Theory Approach to Comparing Consumer Information Processing Models

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  • James R. Bettman

    (University of California, Los Angeles)

Abstract

This study argues the need for, and then develops, some graph theoretic approaches for comparing complex information processing models of individual decisions. Two similarity coefficients are proposed, and a coefficient based on path and reachability structure is shown to be preferable. Some properties of this coefficient are outlined, as well as a computational method. The coefficient is applied to actual information processing models of consumer choice and stock selection. The results of this application are interpreted for insights into process structure, stability of decision processes over time, and possibilities of developing process-oriented typologies. Finally, problems and prospects for this type of approach are assessed.

Suggested Citation

  • James R. Bettman, 1971. "A Graph Theory Approach to Comparing Consumer Information Processing Models," Management Science, INFORMS, vol. 18(4-Part-II), pages 114-128, December.
    • Handle: RePEc:inm:ormnsc:v:18:y:1971:i:4-part-ii:p:p114-p128
    DOI: 10.1287/mnsc.18.4.P114
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    Cited by:

    1. Donald G. Morrison & Jagmohan S. Raju, 2004. "50th Anniversary Article: The Marketing Department in Management Science: Its History, Contributions, and the Future," Management Science, INFORMS, vol. 50(4), pages 425-428, April.
    2. Henderson, Geraldine R. & Iacobucci, Dawn & Calder, Bobby J., 1998. "Brand diagnostics: Mapping branding effects using consumer associative networks," European Journal of Operational Research, Elsevier, vol. 111(2), pages 306-327, December.

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