Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 109-120 |
| Number of pages | 12 |
| Journal | Journal of Travel and Tourism Marketing |
| Volume | 21 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 2007 |