Inaugural Address: The Customer Cannot Choose

On Friday 12 April 2013 Bas Donkers, Professor of Marketing Research, presented his inaugural address entitled The Customer Cannot Choose. This inaugural address highlights the impact of what people see (and what they don’t see), of what people experience (and what they don’t experience), or more generally, the impact of salient decision characteristics. Evidence will be provided in a number of applications that range from online consumer search behaviour to physician prescription behaviour.