Rationality in Decision Making: An Investigation into a Satisficing Model of Search and Choice Available to Purchase

Semi‐structured focused interviews were used to analyse the supposedly extended decision process involved in the choice of video recorder. The results suggested that the proposed three‐stage model was a meaningful reflection of the decision‐making process. First the respondents clarified the problems and benefits of video recorders. Next they created consideration and choice sets excluding more extensive searching. Conjunctive decision rules (weirs) were used to simplify the final decision. The implications for manufacturers are discussed.