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Decision-making can be difficult and often results in necessary trade-offs, eg. safety versus prices 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.
- Format: Pocket/Paperback
- ISBN: 9780226534336
- Språk: Engelska
- Antal sidor: 209
- Utgivningsdatum: 2001-07-01
- Förlag: University of Chicago Press