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Perspectives on Consumer Choice - From Behavior to Action, from Action to Agency (Hardcover, 1st ed. 2016)
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Perspectives on Consumer Choice - From Behavior to Action, from Action to Agency (Hardcover, 1st ed. 2016)
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Evaluating the ways in which we construe consumer choice, this book
examines the psychology, methods and realities of the role it plays
for today's consumer. Confronted by competing brands and products,
services, and e-tailed opportunities that are but a click away, how
does the consumer choose among them to achieve the particular array
of goods to suit their lifestyle? Consumer researchers often seek
to explain consumer choice by attributing it to beliefs, desires,
attitudes, and intentions in the absence of any theoretical
justification. Perspectives on Consumer Choice is the outcome of a
research program that employs cognitive explanations in a
responsible and disciplined way to genuinely elucidate consumer
choice in social scientific terms. Employing a reasoned approach to
understanding consumption, this book builds upon theoretical and
empirical research in economic psychology, behavioral economics and
philosophy as well as marketing and consumer research.
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