Confirming a taxonomy of Decision Construct in Business-to-Consumer Commercial Transactions
Focused on BCC purchasing transactions beyond the committal point
trasnaction process
comprised of number of decision points
has become fragmented
multiple optional extras
optional extras not presented as opt ins
Consideration of Optionality
should be a straightfoward choice
opt-in
choose to join or permit something
opt-out
choosing to avoid or forbid something
Must-opt
must choose one but can also be either
being used to bypass regulations
Previous research
Lai and Hui 2006
question framing
language of acceptance
has an impact on user choice
EU Regulation
1008/2008
optioanl price supplements shallbe communicated in a clear, trsnaparent and umabigous way at the start of any booking process and their acceptance by the customers shall be on an opt-on basis
applies to airlines only
Directive in 2013 states that the user msut give consent for any additional cost, not have it as an opt out
they msut express interest
Findings
Decision types
essential
neccessary and fundamental aspect of the product or service
optional
Decision contructs
unselected optin
preselected opt in
unselected opt out
preselected opt out
must opt
unselected essential decision
preselected essential decisions