Emotional Decisions

Trade off Difficulty and Coping in Consumer Choice

Mary Frances Luce, James R. Bettman, and John W. Payne

Emotional Decisions
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Mary Frances Luce, James R. Bettman, and John W. Payne

209 pages | 6 x 9 | © 2001
Paper $18.00 ISBN: 9780226534336 Published July 2001
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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