Emotional Decisions Trade-Off Difficulty and Coping in Consumer Choice
- Binding: Paperback
- Publisher: Univ of Chicago Pr
- Publish date: 10/01/2001
Description:
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.
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