Emotional Decisions: Trade-off Difficulty and Coping in Consumer Choice (Monographs of the journal of consumer research) Book + PRICE WATCH * Amazon pricing is not included in price watch

Emotional Decisions: Trade-off Difficulty and Coping in Consumer Choice (Monographs of the journal of consumer research) Book

Decision-making can be difficult and often results in necessary trade-offs, e.g., safety versus price in the purchasing of an automobile. This work provides a model of trade-off difficulty, focusing on its antecedents and consequences. The authors advance a new framework for the integration of the emotional and cognitive aspects of decision-making and argue that consumers perceive and appraise their choices in light of their goals and potential coping strategies.Read More

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  • 0226534332
  • 9780226534336
  • MF Luce
  • 3 October 2001
  • Chicago University Press
  • Paperback (Book)
  • 209
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