A Rational Model to Predict Consumers’ Irrational Behavior

This paper offers a model that predicts the effect of price on quality perceptions based on the likelihood that consumers process the product information accurately. The model was tested using a large real-world sample. Findings suggested that the developed model estimated the price-quality relationships in the real-world data accurately.



Citation:

Vahid Rahmani (2018) ,"A Rational Model to Predict Consumers’ Irrational Behavior", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 761-762.

Authors

Vahid Rahmani, Rowan University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Intentionally “Biased”: People Purposefully Use To-Be-Ignored Information, But Can Be Persuaded Not To

Berkeley Jay Dietvorst, University of Chicago, USA
Uri Simonsohn, University of Pennsylvania, USA

Read More

Featured

My Experience or My Expectations: The Effect of Expectations as Reference Points on Willingness to Recommend Experiential Purchases

Stephanie Tully, University of Southern California, USA
Amar Cheema, University of Virginia, USA
On Amir, University of California San Diego, USA
Davide Proserpio, University of Southern California, USA

Read More

Featured

Believing in and Reacting to Rumors: The Role of Congruity and Nature of Existing Predisposition

Satadruta Mookherjee, SUNY Binghamton, USA
Subimal Chatterjee, SUNY Binghamton, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.