1989 Volume 29 Issue 1 Pages 55-64
This study examined how and to what degree consumers retained information on the attributes of a number of alternatives after decision making. Fifty-nine undergraduate students carried out a multi-alternative choice task and, subsequently, were asked to recall the attributes of each alternative. The results were as follows: (1) the recall rate of attribute information in the late phase of decision making was higher than those in the early and middle phases; (2) the recall rate of attribute information following the intra-alternative process strategy was higher than those resulting from other processes such as the inter-alternative process strategy; (3) attribute information evaluated negatively were recalled less often than those evaluated positively. Results 1 and 2 suggested that information accessed to establish a representation of a limited number of alternatives in the late phase, was more likely to be recalled. Result 3 indicated that negative information which had led to the exclusion of alternatives in the early phase, were given less or no attention in subsequent phases. Furthermore, it was found that attributes of an alternative which had been second in the frequency of access were retrieved as well as an alternative chosen right at the end, although retrieval of other alternatives was extremely low. The results suggested a plausible hypothesis for the assumption of the existance of a stage that covers two alternatives.