Decision making process of consumer behaviour.
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 more emotionally difficult than others and examines how variations in em…
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