Resource title

Consumer decision making - a research note

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Resource description

In the consumer behaviour literature several perspectives on consumer decision making havebeen considered, including the ‘value perspective’, the ‘information processing perspective’,the ‘emotional perspective’, and ‘cue utilization theory’. In this paper, a framework whichintegrates several perspectives on consumer decision making and which hypothesizes possiblelinks between several basic constructs is developed. The framework is tested by the use oftwo experimental designs. The results of this study support the complexity of consumerdecision making: (A) Consumers do not use their cognitive and affective skills independently,rather they affect each other; (B) the cognitive, evaluative constructs of quality and attitudehad significant direct effects on buying intention in both experiments, whereas the affectiveconstruct of emotion had no significant effects on buying intention in both experiments; (C)price affected in both experiments perceived quality, which in turn affected attitude, which inturn affected buying intention. At the same time, price had no direct effect on buyingintention.

Resource author

Torben Hansen

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Resource publish date

Resource language

eng

Resource content type

application/pdf

Resource resource URL

http://hdl.handle.net/10398/6639

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