SSE/EFI Working Paper Series in Business Administration
No 2006:13:
Affective and rational consumer choice modes: The role of intuition, analytical decision-making, and attitudes to money
Patric Andersson ()
and Elisabeth Engelberg ()
Abstract: This paper was motivated by a paucity of research
addressing how consumer decision-making is related to beliefs about money
and different modes of reasoning. To investigate this issue, data were
collected from 142 participants, who filled out questionnaires involving
scales aimed to measure affective and rational purchase approaches,
intuitive and analytical decision-making styles, as well as money
attitudes. One finding was that consumers interchangeably rely on affective
and rational approaches when interacting with the marketplace. Another
finding was that those approaches were not only related to either intuitive
or analytical decision-making styles but also to money attitudes. The
findings are argued to provide an impetus to continuous investigation of
the role of decision-making styles and money beliefs for consumer choice
modes.
Keywords: affect; attitudes to money; consumer choice; decision-making; intuition; shopping orientation; reasoning; (follow links to similar papers)
16 pages, January 3, 2006
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