Decision making process of consumer behaviour.
Title: Decision making process of consumer behaviour.
Category: /Social Sciences/Communication Studies
Details: Words: 3560 | Pages: 13 (approximately 235 words/page)
Decision making process of consumer behaviour.
Category: /Social Sciences/Communication Studies
Details: Words: 3560 | Pages: 13 (approximately 235 words/page)
Decision making is a focal interest in consumer-behavior research; consumers constantly make decisions about the selection, consumption, and disposal of products. Many of the most important decisions consumers face involve making difficult trade-offs such as price versus safety in purchasing an automobile, quality of life versus longevity in some health care choices, or risk versus return in selecting investments for a child's educational expenses or for retirement. This monograph focuses on what makes some trade-offs
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believe that self-reports of experienced negative emotion provide a useful, conservative measure of trade-off difficulty. These measures are conservative because we usually wish to compare high versus low trade-off difficulty situations in our research. Coping efforts are generally more likely and more extensive in high trade-off difficulty as opposed to low trade-off difficulty situations, and thus any mitigation of experienced emotion by coping will tend to understate the effects of high versus low trade-off difficulty.