Decision Continuum of Consumers’ Product Choice

Product choice decision-making is located in a continuum. At one end of the continuum consumer is able to control the decision, even in cases when it is a strain on mental capacity. The other end of the continuum is where consumer chooses randomly. Real decisions fall into the decision-making continuum.


Zoltán and Orhidea Edit (2017) ,"Decision Continuum of Consumers’ Product Choice ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 48-49.


Zoltán , Veres, Universidad de Pannonia, Hungría
Orhidea Edit, Kiss, Universidad Eötvös Lorand, Hungría


LA - Latin American Advances in Consumer Research Volume 4 | 2017

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