We consider the problem of representing a (possibly) incomplete preference relation by means of a vector-valued utility function. Continuous and semicontinuous representation results are reported in the case of preference relations that are, in a sense, not “too incomplete.” These results generalize some of the classical utility representation theorems of the theory of individual choice, and pa...

Maine wild blueberries prepared for the fresh pack market compete with cultivated blueberries for market share. In an effort to increase market share, Maine producers are seeking an understanding of consumer preference and how it relates to objective blueberry quality measures. Consumer and instrumental measurements were evaluated over a 3-year period from 1996 to 1998. Freshly harvested bluebe...

Branding has become one of the most important determinants of consumer choices. Intriguingly, the psychological mechanisms of how branding influences decision making remain elusive. In the research reported here, we used a preference-based decision-making task and computational modeling to identify which internal components of processing are affected by branding. We found that a process of nois...

This paper examines the existence of users’ preference for flat rate media access fees and identifies the factors that influence such preferences. Specifically, we explore consumer addiction to flat rate pricing plans, defined as “flat-rate preference,” and examine such concepts from the perspective of behavioral economics. Consumers’ psychological factors employed from behavioral economics are...

Given a consumer data-set, the axioms of revealed preference proffer a binary test for rational behaviour. A natural (non-binary) measure of the degree of rationality exhibited by the consumer is the minimum number of data points whose removal induces a rationalisable data-set. We study the computational complexity of the resultant consumer rationality problem in this paper. We explain how to f...

Revealed Preference methods offer a nonparametric test for whether a set of observations on a consumer can be rationalized by a utility function. If a consumer is inconsistent with the Generalized Axiom of Revealed Preference, having an idea of how severe this violation of utility maximization is can be useful. One widely used measure is the Afriat efficiency index. We propose a new measure bas...

Consumer buying intentions can be predicted by digital marketing, customer engagement, and perceived value. This study aims to empirically test value, as well brand preference in mediating value on purchase intention. In this study, the sample collected was 217 respondents. Data were distributed online questionnaires using Google form data analysis of research uses PLS-SEM method. The result sh...

According to the affect-as-information framework, consumers base judgments on their feelings. Disgust is associated with two kinds of appraisal: one in which the consumer avoids and distances him/herself immediately from the object concerned, and another in which the consumer is disgusted due to contamination and impurities within the environment. The first instance indicates that disgust can d...

Is the observed large increase in consumer indebtedness since the 1980s beneficial for U.S. consumers? This paper quantitatively studies the macroeconomic and welfare implications of relaxing borrowing constraints when consumers exhibit a hyperbolic discounting preference. The model can capture two contrasting views: the positive view, which links increased indebtedness to financial innovation ...