In two studies on mobile phone purchase decisions, we investigated consumers' decision strategies with a newly developed process tracing tool called \textit{InterActive Process Tracing} (IAPT). This tool is a combination of several process tracing techniques (Active Information Search, Mouselab,...

Purpose – This paper investigates how respondents to conjoint experiments process information and choose among product profiles, and how this varies with their knowledge about the product. Models for estimating conjoint attribute weights are almost exclusively based on principles of...