Emotional Decisions: Tradeoff Difficulty and Coping in Consumer Choice

Emotional Decisions: Tradeoff Difficulty and Coping in Consumer Choice

Editorial Reviews
Book 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.

Emotional Decisions: Tradeoff Difficulty and Coping in Consumer Choice,Mary Frances Luce,James R. Bettman,John W. Payne,University of Chicago Press Journals,0226534332,Business & Economics,Business / Economics / Finance,Business/Economics,Consumer Behavior - General,Economics - General,Investments & Securities - General,Marketing - Research,Business & Economics / Marketing / Research

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