{"title":"Consumer Decision Rules","authors":"Wang Yong","doi":"10.4135/9781452229669.n779","DOIUrl":null,"url":null,"abstract":"Based on the theoretical assumption of \"bounded rationality\",researchers defined kinds of multiattribute processing strategies and heuristics.The consumer decision rules became more simpler and need less rationality.Recent studies found out that emotion,which was usually considered irrational,played an important role in consumer decision-making.Some researchers even put forward affect heuristics,again challenged the effect of rationality in decision-making.","PeriodicalId":17568,"journal":{"name":"武汉理工大学学报","volume":"81 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2007-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"武汉理工大学学报","FirstCategoryId":"1089","ListUrlMain":"https://doi.org/10.4135/9781452229669.n779","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
Based on the theoretical assumption of "bounded rationality",researchers defined kinds of multiattribute processing strategies and heuristics.The consumer decision rules became more simpler and need less rationality.Recent studies found out that emotion,which was usually considered irrational,played an important role in consumer decision-making.Some researchers even put forward affect heuristics,again challenged the effect of rationality in decision-making.
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