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



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