The marketplace affords consumers different modes by which to express their preference. These include, but are not limited to, pressing a button, noting something on paper, and vocal expressions. New Read More »
When consumers are faced with a choice conflict from information overload, they use heuristics and non-compensatory choice processes, such as elimination-by-aspects and conjuctive models, to reduce Read More »
Consumers must often employ one of two goals when making choices. They can satisfice and seek any option that meets some minimum standard, or they can maximize and attempt to find the best possible Read More »
Embarrassment is an experience that nearly everyone is familiar with. It occurs “whenever an individual is felt or have projected incompatible definitions of himself before those present” Read More »
While consumers are well-accustomed to having the freedom to choose among alternatives, they often find themselves in situations in which their choice freedom is restricted. A theory apt to deal with Read More »