Enhancement of the Cancellation-and-Focus Model : a consumer's perspective.

• Main Authors: Ho, Stella Hwee Mein., Ching, Meng Fong., Ng, Ley Tin.
• Other Authors: Li, Shu
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/11285
• Institution: Nanyang Technological University

Our study proposes that there is an inaccuracy in the cancellation-and-focus model (Houston, D.A. Sherman, S.J., 1995): shared features are not automatically cancelled out because they are common. The relevancy of the shared features will determine if they are ignored in the decision-making process.