Book Details
Format
Hardback or Cased Book
ISBN-10
3631635052
ISBN-13
9783631635056
Edition
New
Publisher
Peter Lang AG
Imprint
Peter Lang AG
Country of Manufacture
DE
Country of Publication
GB
Publication Date
Dec 2nd, 2011
Print length
140 Pages
Weight
298 grams
Dimensions
15.60 x 21.70 x 1.30 cms
Product Classification:
Behavioural theory (Behaviourism)Cognition & cognitive psychologyBehavioural economics
Ksh 6,150.00
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A Psychological-Institutional Approach to Consumers' Decision Making
This study combines psychological fundamentals with Institutional Economics in order to understand relevant aspects of consumers’ decision making and firms’ behaviors in pursuit of benefiting from that knowledge. This study emphasizes that psychological fundamentals can offer more analytical insights to Institutional Economics. The psychological basics applied to an institutional analysis of consumers’ decision making are divided in two parts. One relies on the importance of instincts as motivation to consume, the other is based on cognition and vicarious observation as central aspects of consumers’ learning processes. A central argument of this study is illustrated by two cases: one explores how functional yogurt was introduced to Brazilian consumers and the other investigates the transference of objects of consumption from comic books to movies.
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