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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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