Jacoby

Question 1

What were some of Jacoby’s main findings?

Answer 1

• Almost all respondents felt satisfied with choice, but choice was actually suboptimal
• More experienced consumers chose based on fewer variables
• Complex alternatives was a big factor
• Consumers look to process minimal info to make decision

Question 2

What were some key facts/stats from Jacoby’s findings?

Answer 2

• Repeat purchase consumers chose 1 or 2 brands

- Accuracy inversely related to number of brands (8 to 12)