Alternative approaches for thinking about and modeling consumer decisions in relationships

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Consumer decisions in relationships

Most research on consumer choice assumes that decisions are usually made by individuals, and that these decisions are based on an individual's personal attitudes, beliefs, and preferences. Yet, much consumer behavior—from joint decisions to individual choices—is directly or indirectly shaped by people with whom we have some relationship. In this target article, we examine how each member in a r...

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ژورنال

عنوان ژورنال: Journal of Consumer Psychology

سال: 2012

ISSN: 1057-7408

DOI: 10.1016/j.jcps.2012.05.001