A Comparative Analysis of Three Consumer Decision Strategies

Autor:	Lawrence X. Tarpey Sr., J. Paul Peter
Rok vydání:	1975
Předmět:	Marketing Risk perception Economics and Econometrics Actuarial science Arts and Humanities (miscellaneous) Brand preference Anthropology Econometrics Economics Variance (accounting) Maximization Business and International Management Consumer behaviour
Zdroj:	Journal of Consumer Research. 2(1):29-37
DOI:	10.1086/208613
Popis:	This study compared three alternative decision-making strategies in the consumer behavior literature: (1) minimization of expected negative utility (perceived risk); (2) maximization of expected positive utility (perceived return); and (3) maximization of expected net utility (net perceived return). The results of this study indicated that the net perceived return model could explain more variance in brand preference than the other two models.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::bdec9bd30a87958f0aebbefa9b01b297 Zobrazit plný text záznamu Plný text ve formátu PDF