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

Non-normative influence of self-decided prices on product-related inferences

Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA

Read More

Featured

How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption

Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College

Read More

Featured

When Lack of Belongingness Means Bad News for the Planet: The Consequences of Low Belonging on Ethical Product Purchases

Ainslie Schultz, Providence College
Kevin Newman, Providence College
Scott Wright, Providence College

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.